Neuromarketing: the contribution of neuroscience in the service of the consumer

Authors

  • Blanca Verónica Gutiérrez Pérez del Valle Universidad Intercontinental, Mexico. , Universidad Intercontinental, México.

Abstract

Every day hundreds of advertisements are seen; However, most of them go unnoticed consciously, so it is essential to consider their effect on the unconscious and what defense mechanisms they act on, since they can be the factor that determines a purchase decision. In this sense, an analysis of case studies is presented linking the marketing field and neurosciences.

Author Biography

  • Blanca Verónica Gutiérrez Pérez del Valle, Universidad Intercontinental, Mexico., Universidad Intercontinental, México.

    Graduate in Marketing from the Universidad Tecnológica de México, with a specialty in Quality and Productivity; Master in Social Sciences from the Universidad Autónoma de la Ciudad de México and in Psychology from the Universidad del Valle de México (UVM), and doctor in Psychoanalysis with a focus on Neuromarketing. He completed a diploma in Neuromarketing with Dr. Jaime Romano. She is currently general director of the market research company PleniaMente, which provides research in endomarketing, business analysis, training and neuromarketing. She has worked at the Instituto Nacional para la Educación de los Adultos as head of the Media Production Subdirectorate; at Estudios Churubusco in the area of ​​Producción de Campañas Gubernamentales; at UVM, in the Business Division, as director of international careers. In the Teletón as head of Public Relations. Since 2015 she has been a full-time academic in the Bachelor of Marketing at the Universidad Intercontinental. Likewise, it teaches various subjects at national and international universities and develops programs, updates and redesigns of subjects, diplomas and continuing education courses.

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Published

2023-07-03

Issue

Vol. 3 No. 6 (2023): The tower of Babel in psychoanalysis: community and dialogue

Section

Excerpta

License

Copyright (c) 2023 Enlace UIC: Revista de Investigación de la División de Posgrados de la Universidad Intercontinental

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

Neuromarketing: the contribution of neuroscience in the service of the consumer. (2023). Enlace UIC: Revista De Investigación De La División De Posgrados De La Universidad Intercontinental, 3(6), 139-160. https://revistas.uic.mx/index.php/enlaceuic/article/view/116