Resumen

DAZA RAMOS, Romina et al. Del marketing político a la neuropolítica:: las neurociencias para medir el comportamiento del producto y consumidor político. Investigación y Negocios [online]. 2017, vol.10, n.16, pp.229-242. ISSN 2521-2737.

Abstract Politica l Marketing, one of the areas of marketing, is a subject in constant evolution; on this regard, this research identifies the actors as the political products (candidates and political parties), the political consumers (voters) and the evolution of communication techniques. Likewise, personal and intuitive eloquenceis complemented by more effective ways of communication and persuasion. However, the traditional politician profile, knowledge and communication of political still remainsinvariant. Neuropolitics, as a discipline of neuroscience, states that human behavior is defined by interactions produced by emotions or by rationality, and cognitive processes incorporate both. Empathy, by using mirror neurons, represents an important part of the present investigation, as well as the proper use of effective design of political campaigns.

Palabras clave : Political marketing; neuropolitics; political products; political consumers; political campaigns; mirror neurons.