Marketing y neurociencias cognitivas: Aportaciones al mejoramiento de emprendimientos digitales
Palabras clave:
neurociencias cognitivas, psicología del consumidor, emprendimientos, economíaResumen
El campo del marketing ha sufrido de varios cambios drásticos desde las últimas tres décadas, debido al impulso positivo que ha estado recibiendo por parte de otras disciplinas científicas provenientes desde lugares tan distantes como las ciencias de la salud y las ciencias del comportamiento, con el fin de mejorar sus prácticas, sus metodologías y el impacto que poseen entre los diferentes sectores poblacionales a los cuales buscan acceder para la compra y venta de servicios y bienes. El objetivo de esta investigación de revisión, consistió en reunir un conglomerado de varios miles de artículos científicos, para lograr decantarlos en un reducido esqueleto teórico de textos que permitan al lector, entender la correlación existente entre el marketing y las neurociencias, además de la psicología del consumidor, pues se constituyen como disciplinas científicas capaces de aportar a las ciencias empresariales, específicamente, en el área del mejoramiento, crecimiento y evolución de los nuevos emprendimientos en el mundo digital. Este estudio concluye que, los emprendedores podrían mejorar su gestión y su desempeño, si es que están en condiciones de flexibilizarse lo suficiente como para incorporar a sus contextos, las fortalezas y destrezas que las neurociencias y la psicología del consumidor poseen para proveer de estabilidad y desarrollo a los emprendimientos dentro de las redes sociales.
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