The impact of neuroscience on the creation of emotional marketing campaigns [El impacto de la neurociencia en la creación de campañas de marketing emocional]
DOI:
https://doi.org/10.62574/rmpi.v6iespecial.484Keywords:
marketing, neuroscience, food consumptionAbstract
This study addresses the application of neuroscience in emotional marketing to generate positive responses in consumers in the gastronomic sector of Cuenca, Ecuador. Its main objective is to explore how neuroscientific advances can improve the effectiveness of emotional marketing campaigns. The methodology is based on a mixed approach, combining surveys and document review. The results obtained from 78 surveys show that emotional campaigns have a significant impact on consumers' purchasing decisions, although responses vary, indicating that not all consumers react in the same way. It is concluded that emotions play a crucial role in purchasing decisions, and neuromarketing tools, such as EEG and fMRI, offer valuable data for creating personalised campaigns that generate an emotional connection with consumers, promoting brand loyalty and sustainability in the competitive market.
Downloads
References
Alvino, L., Pavone, L., Abhishta, A., & Robben, H. (2020). Picking your brains: Where and how neuroscience tools can enhance marketing research [Explorando tu cerebro: dónde y cómo las herramientas de neurociencia pueden mejorar la investigación de marketing]. Frontiers in Neuroscience, 14, 577666. https://doi.org/10.3389/fnins.2020.577666
Avendaño, W. (2013). Un caso práctico para el análisis del neuromarketing visual en el Centro Comercial Ventura Plaza (Cúcuta, Colombia) [A practical case for visual neuromarketing analysis at Ventura Plaza Shopping Center (Cúcuta, Colombia)]. Cuadernos de Administración, 29(49), 17–27.
Bhatia, T. K. (2019). Emotions and language in advertising [Emociones y lenguaje en la publicidad]. World Englishes, 38(3), 435–449. https://doi.org/10.1111/weng.12420
Instituto Nacional de Estadística y Censos. (2011). Resultados Censo Nacional Económico [Results of the National Economic Census]. https://www.ecuadorencifras.gob.ec/censo-nacional-economico/
Instituto Nacional de Estadística y Censos. (2025). Registro Estadístico de Empresas 2023: Principales resultados [Statistical Business Registry 2023: Main results]. https://www.ecuadorencifras.gob.ec/directoriodeempresas/
Jara, K., Miranda, M., & Céspedes, C. (2022). Relación entre el neuromarketing y el posicionamiento de marca de una empresa del sector retail [Relationship between neuromarketing and brand positioning of a retail company]. Revista Universidad y Sociedad, 14(1), 554–563.
Jukić, D. (2023). Beyond brand image: A neuromarketing perspective [Más allá de la imagen de marca: una perspectiva de neuromarketing]. Communication Today, 14(1), 22–35. https://doi.org/10.34135/communicationtoday.2023.Vol.14.No.1.2
Mengual, A., Tur, V., & Juárez, D. (2020). Neuromarketing in haute cuisine gastronomic experiences [Neuromarketing en experiencias gastronómicas de alta cocina]. Frontiers in Psychology, 11, 1772. https://doi.org/10.3389/fpsyg.2020.01772
Moreno, J., Pérez, V., Coria, A., Morales, O., Aguilar del Villar, E., & Castillo, M. (2023). Multivariate data analysis of consumer behavior of functional products: A neuroscience and neuromarketing approach to improve decision-making [Análisis multivariado de datos del comportamiento del consumidor de productos funcionales: un enfoque de neurociencia y neuromarketing para mejorar la toma de decisiones]. Computación y Sistemas, 27(4), 1027–1046. https://doi.org/10.13053/CyS-27-4-4690
Olivar, N. (2020). El neuromarketing: una herramienta efectiva para el posicionamiento de un nuevo producto [Neuromarketing: an effective tool for new product positioning]. Revista Academia & Negocios, 6(1), 127–142. https://www.redalyc.org/articulo.oa?id=560863786001
Servicio de Rentas Internas. (2025). Registro Único de Contribuyentes del Azuay [Single Taxpayer Registry of Azuay]. Dirección Nacional de Estudios y Estadísticas Tributarias. https://n9.cl/dow00
Song, G., Gazi, M. A. I., Waaje, A., Roshid, M., Karim, R., Rahaman, M. A., Min, Z., & Senathirajah, A. R. B. S. (2025). The neuromarketing: Bridging neuroscience and marketing for enhanced consumer engagement [El neuromarketing: uniendo neurociencia y marketing para mejorar la participación del consumidor]. IEEE Access, 13, 40331–40340. https://doi.org/10.1109/ACCESS.2025.3545742
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Sebastián Vallejo-Montesdeoca, Mariella Johanna Jácome-Ortega, Dayana Yasmín Murillo-Párraga
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
CC BY-NC-SA : This license allows reusers to distribute, remix, adapt and build upon the material in any medium or format for non-commercial purposes only, and only if attribution is given to the creator. If you remix, adapt or build upon the material, you must license the modified material under identical terms.
OAI-PMH URL: https://rperspectivasinvestigativas.org/index.php/multidiscipinaria/oai
