{"id":4346,"date":"2017-12-10T18:38:28","date_gmt":"2017-12-10T17:38:28","guid":{"rendered":"https:\/\/blog.uchceu.es\/marketing\/?p=4346"},"modified":"2021-10-25T09:06:34","modified_gmt":"2021-10-25T07:06:34","slug":"neuromarketing-marketing-emocional","status":"publish","type":"post","link":"https:\/\/blog.uchceu.es\/marketing\/neuromarketing-marketing-emocional\/","title":{"rendered":"Neuromarketing y Marketing Emocional"},"content":{"rendered":"

\"\"<\/p>\n

El\u00a0marketing emocional\u00a0<\/span>es la parte del marketing que se encarga de conseguir una mejor enganche entre empresas y consumidores mediante al generaci\u00f3n de emociones.<\/p>\n

en los \u00faltimos a\u00f1os se ha desarrollado fuertemente todas la disciplinas relacionadas con las neurociencias y tambi\u00e9n el propio\u00a0neuromarketing<\/span>, que permite investigar c\u00f3mo se comporta el consumidor sobre todo en el momento de la compra. Con ello el marketing emocional ha conseguido tener un gran aliado en el Neuromarketing ya que podemos medir mediante t\u00e9cnicas muy avanzadas aspectos c\u00f3mo las emociones.<\/p>\n

\"\"<\/p>\n

La base de la teor\u00eda de las emociones<\/strong> empez\u00f3 con el psic\u00f3logo Paul Ekman<\/a>, quien formul\u00f3 la teor\u00eda de las emociones en los a\u00f1os 70 y llego a la conclusi\u00f3n que existen 6 emociones b\u00e1sicas y universales: Felicidad, Sorpresa, Enfado, Desagrado, Miedo, Tristeza a la que a\u00f1adi\u00f3 la ausencia de cualquier emoci\u00f3n \u201cneutralidad\u201d<\/p>\n

Se pueden identificar m\u00e1s de 3.000 emociones diferentes. Pero no existe un grado de certeza tan absoluto como el de estas 6 emociones universales.<\/p>\n

Se puede predecir el 60% del comportamiento de un consumidor a trav\u00e9s de sus m\u00e9tricas emocionales.<\/span><\/p>\n

Por tanto la decisi\u00f3n de compra no es racional, sino emocional. El proceso de selecci\u00f3n de productos en la mayor\u00eda de veces es autom\u00e1tico (derivada de nuestros h\u00e1bitos adquiridos)<\/p>\n

\u00a0\u201cLA DIFERENCIA ESENCIAL ENTRE EMOCI\u00d3N Y RAZ\u00d3N<\/strong> ES QUE LA EMOCI\u00d3N<\/strong> NOS LLEVA A LA ACCI\u00d3N, MIENTRAS QUE LA RAZ\u00d3N<\/strong> NOS LLEVA A ELABORAR CONCLUSIONES<\/strong>\u201d\u00a0<\/span><\/p><\/blockquote>\n

Las investigaciones de mercado tradicionales no son suficiente: La gente cuando contesta no dice siempre la verdad, incluso ellos mismos a veces no saben lo que sienten, como el experimento de Pepsi y Coca-Cola: donde en un principio sin saber la marca, los consumidores probaban ambas y se ten\u00edan que decantar por una, la mayor\u00eda se decant\u00f3 por Pepsi, pero cuando se volvi\u00f3 a realizar esta vez conociendo las marcas, estos que prefirieron Pepsi, esta vez se decantaron por Coca-Cola. (Esto puede ser a que esta marca les trasmite mas emociones).<\/p>\n

\"\"Puesto que la gente no siempre dice la verdad, el neuromarketing<\/span> es una forma de ayudar a los productos y marcas a ser mejor aceptados por la sociedad. Ya que 8 de cada 10 productos fracasan en los tres primeros meses (USA) en Jap\u00f3n fracasan 9,7 de cada 10 productos. Cada a\u00f1o se lanzan 21.000 marcas en el mundo y el 90% es la tasa de fracaso en el lanzamiento de esos nuevos productos.<\/p>\n

Durante el d\u00eda vemos hasta 3.000 impactos publicitarios, de los cuales retenemos unos 90 (aquellos en los que establecemos alg\u00fan v\u00ednculo emocional). Pero los clientes no quieren ser bombardeados con publicidad, sino que quieren ser escuchados.<\/p>\n

Por eso desde el marketing, no solo tenemos que hacer que un cliente compre nuestro producto, sino que tenemos que conocer los clientes<\/strong> y reorientar la campa\u00f1a<\/strong> hacia lo que los consumidores quieren, redise\u00f1ar el producto para ellos, y luego en la postventa, observar si est\u00e1 satisfecho con el producto y si no es as\u00ed como se puede solucionar.<\/p>\n

Art\u00edculo de la Alumna Yolanda Marco Bueno tras la conferencia de Miguel Malpica de Emotion Research Lab el 21 de noviembre de 2017.<\/p>\n","protected":false},"excerpt":{"rendered":"

El\u00a0marketing emocional\u00a0es la parte del marketing que se encarga de conseguir una mejor enganche entre empresas y consumidores mediante al generaci\u00f3n de emociones. en los \u00faltimos a\u00f1os se ha desarrollado fuertemente todas la disciplinas relacionadas con las neurociencias y tambi\u00e9n el propio\u00a0neuromarketing, que permite investigar c\u00f3mo se comporta el consumidor sobre todo en el momento […]<\/p>\n","protected":false},"author":212,"featured_media":4349,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[598],"tags":[724,224,722,723],"class_list":{"0":"post-4346","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-actividades","8":"tag-emociones","9":"tag-marketing-days","10":"tag-neuromarketing","11":"tag-paul-ekman"},"yoast_head":"\nNeuromarketing y Marketing Emocional<\/title>\n<meta name=\"robots\" content=\"index, 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