Abstract

DAZA RAMOS, Romina et al. Análisis de los Estímulos Sensoriales del Neuromarketing en Tiendas de Ropa Juvenil en la Ciudad de Sucre. Investigación y Negocios [online]. 2016, vol.9, n.14, pp.51-59. ISSN 2521-2737.

ABSTRACT This research shows an analysis of sensory stimuli of neuromarketing in teen clothing stores in Sucre, which will explain in detail each concept based on both theoretical and fieldwork research so it will demonstrate that there are new ways to innovate in experiential communications that appeal to the senses of customers and all their reactions to different stimuli. In order to develope the results, measurement techniques of tachistoscope type and an own instrument of neuromarketing called "eye tracking" were used; these instruments provided accurate data and information in order to determine the most recognized and accepted stimuli type by consumers when purchasing in a teen clothing store. In this way, it was concluded that stimuli associated with cool colors, white light, human figures and floral aromas, are directly influential in a positive attitude towards consumers when makinga purchase.

Keywords : Neuromarketing; experiential communications; senses; stimuli; brain.