Neuromarketing and branding engineering

Authors

  • Jorge Arroyo Prado Universidad Ricardo Palma, Lima, Perú.

DOI:

https://doi.org/10.31381/perfiles_ingenieria.v2i11.407

Keywords:

neuromarketing, focus group, functional magnetic resonance, magneto encephalography, tomography, eye tracking, branding, brand equity engineering

Abstract

Neuromarketing is the study of brain functioning regarding decisions undertaken to buy a product; that is, it is the study of how people choose. It is a new field of marketing which researches the brain’s response to stimuli advertising, branding and other cultural messages. Try to find keys to purchasing decision we all have in the brain. Branding Engineering aims to keep in people’s mind what they have seen and listened intensively. That is why companies use strategies which generate reminders of their brands to encourage people to purchase them.

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Author Biography

Jorge Arroyo Prado, Universidad Ricardo Palma, Lima, Perú.

Professor at the Faculty of Engineering of Ricardo Palma University.

References

Asociación de anunciantes ANDA (Abril, 2015). Branding y Diseño, la fuerza del concepto. Lima, Perú.

Braidot, N. (2011). Neuromarketing Aplicado. Disponible en: https://www.braidot.com

García Palomo, J., Martinez Montes, E. (2013). Neuromarketing, el otro lado del marketing. Colombia: Editorial Starbook.

Kotler, P., Keller, K. (2006). Dirección de Marketing (12ed.). México: Editorial Pearson Prentice Hall.

Malfitano, C., Arteaga, R., Romano, S. (2010). Neuromarketing, Celebrando negocios y servicios. Argentina: Editorial Granica.

Revista Business. Junio 2012, Lima, Perú.

https://www.ecbloguer.com

https://www. Markethink-consulting.com

https://www.es.wikipedia.org/wiki/Neuromarket

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Published

2016-11-23

How to Cite

Arroyo Prado, J. (2016). Neuromarketing and branding engineering. Engineering Profiles, 11(11), 77–83. https://doi.org/10.31381/perfiles_ingenieria.v2i11.407

Issue

Vol. 11 No. 11 (2015): Perfiles de Ingeniería

Section

Artículos Originales

License

Copyright (c) 2016 Jorge Arroyo Prado

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