Main Article Content

Authors

For a couple of decades, neuroscience has positioned itself as a space for research that cuts across multiple disciplines and sciences. Its contributions generate new discussions within education, psychology, and, of course, marketing. Neuromarketing is a young field of study that is still being defined. In Google Scholar, there are only 21 thousand results of studies related to this topic. This article seeks to describe the visual neuromarketing practices present in two shopping malls in the city of Cúcuta (Colombia). The present paper is a quantitative study with a descriptive, non-experimental, cross-sectional design that uses an observation guide and a questionnaire as instruments. The first was applied to 220 study units (commercial establishments) and the second to 216 visiting customers. Although there is no certainty about the conscious application of neuromarketing strategies and principles by the owners of the establishments, the results show that customers experience positive emotions (joy, tranquility, euphoria, and affectivity) and elaborate positive concepts about the establishments (pleasant and comfortable), affecting their decision to buy (50%) and to return to the place (90% to 100%). It is concluded that the visual marketing of the establishments analyzed, characterized by the use of warm and cold lights, moderate use of images, predominant display of products and their diversity, little visualization of offers, is influential on the emotions, concepts, and decisions of buyers and customers.

William Rodrigo Avendaño Castro, Universidad Francisco de Paula Santander

Research Professor, Faculty of Business Sciences, Universidad Francisco de Paula Santander, Cúcuta, Colombia. Economist, Fundación Universitaria Los Libertadores, Colombia, Doctor in Social and Human Sciences, Pontificia Universidad Javeriana, Colombia.

Henry Orlando Luna Pereira, Universidad Francisco de Paula Santander

Research Professor, Faculty of Business Sciences, Universidad Francisco de Paula Santander, Cúcuta, Colombia.Business Administrator, Universidad Francisco de Paula Santander, Colombia, Doctor in Administrative Sciences, UNESR, Venezuela.

Gerson Rueda Vera, Universidad Francisco de Paula Santander

Research Professor, Faculty of Business Sciences, Universidad Francisco de Paula Santander, Cúcuta, Colombia. Public Accountant, Universidad Francisco de Paula Santander, Cúcuta, Colombia, Doctor (c) in Education, UPEL, Venezuela.

Avendaño Castro, W. R., Luna Pereira, H. O. ., & Rueda Vera, G. . (2021). Visual neuromarketing strategies in two shopping malls in the city of Cúcuta, Colombia. Cuadernos De Administración, 37(71), e2011195. https://doi.org/10.25100/cdea.v37i71.11195

Álvarez, R. (2011). Branding hoy: estrategias que funcionan. Marca multisensorial, espléndidamente lúcida. Harvard Deusto Marketing & Ventas, (106), 26-33. https://dialnet.unirioja.es/servlet/articulo?codigo=3720150

Álvarez, K. y Simancas, R. (2018). Neuromarketing visual como estrategia clave para el desarrollo de la imagen de marca. En R. Simancas, G. Pacheco (Coords), Emergentes de la administración en el contexto colombiano (pp. 77-100). Corporación Universitaria Americana.

Avendaño, W. (2013). Un caso práctico para el análisis del neuromarketing visual en el Centro Comercial Ventura Plaza (Cúcuta, Colombia). Cuadernos de Administración, 29(49), 17-27. https://doi.org/10.25100/cdea.v29i49.60

Avendaño, W., Paz, L., y Rueda, G. (2015). Estímulos auditivos en prácticas de neuromarketing. Caso: Centro Comercial Unicentro, Cúcuta, Colombia. Cuadernos de Administración, 31(53), 117-129. https://doi.org/10.25100/cdea.v31i53.22

Boz, H., Arslan, A., & Koc, E. (2017). Neuromarketing aspect of tourısm pricing psychology. Tourism Management Perspectives, 23, 119-128. https://doi.org/10.1016/j.tmp.2017.06.002

Costa, J. (2010). La marca: creación, diseño y gestión. Trillas.

de Andreis, A. (2012). Neuromarketing: una mirada a la mente del consumidor. Ad-Gnosis, 1(1) 51-57. https://publicaciones.americana.edu.co/index.php/adgnosis/article/view/6

de Garcillán, M. (2015). Persuasión a través del marketing sensorial y experiencial. Opción, 31(2), 463-478. https://www.redalyc.org/pdf/310/31045568027.pdf

Fernández, V. (2015). Marketing mix de servicios de información: valor e importancia de la P de producto. Bibliotecas anales de investigación, 11(11), 64-78. https://dialnet.unirioja.es/servlet/articulo?codigo=5704542

Ferrer-Coyo, A. (2009). Neuromarketing, la tangibilización de las emociones (Tesis grado, Universitat Abat Oliba CEU). https://www.recercat.cat/bitstream/handle/2072/39460/TFC-FERRER-2009.pdf?sequence=1

Géci, A., Nagyová, Ľ., & Rybanská, J. (2017). Impact of sensory marketing on consumer´s buying behaviour. Potravinarstvo Slovak Journal of Food Sciences, 11(1), 709-117. https://doi.org/10.5219/835

Gómez, M. y García, C. (2012). Marketing sensorial. Cómo desarrollar la atmósfera del establecimiento comercial. Distribución y Consumo, 22(122), 30-40. https://dialnet.unirioja.es/servlet/articulo?codigo=3906035

Gutiérrez, G. (2019). El neuromarketing como herramienta efectiva para la educación en las ventas y la publicidad. Revista Latina de Comunicación Social, 74, 1173-1189. http://dx.doi.org/10.4185/RLCS-2019-1377

Harmon-Jones, E., Gable, P., & Peterson, C. (2009). The role of asymmetric frontal cortical activity in emotion-related phenomena: A review and update. Biological Psychology, (84), 451-462. https://doi.org/10.1016/j.biopsycho.2009.08.010

Haase, J., & Wiedmann, K. (2018). The sensory perception item set (SPI): An exploratory effort to develop a holistic scale for sensory marketing. Psychology & Marketing, 35(10), 727-739. https://doi.org/10.1002/mar.21130

Hernández-Sampieri, R., Fernández C., y Baptista-Lucio, P. (2018). Metodología de la investigación. McGraw Hill.

Jiménez-Marín, G., Bellido-Pérez, J., y López-Cortés, Á. (2019). Marketing sensorial: el concepto, sus técnicas y su aplicación en el punto de venta. Vivat Academia, (148), 121-147. https://doi.org/10.15178/va.2019.148.121-147

Juarez, D., Tur-Viñez, V., & Mengual, A. (2020). Neuromarketing applied to educational toy packaging. Frontiers in Psychology, 11, 2077. https://doi.org/10.3389/fpsyg.2020.02077

Kotler, P. (1984). Marketing essentials. Prentice Hall, Inc.

Krishna, A. (2009). Sensory Marketing: Research on the Sensuality of Products. Taylor and Francis Group.

Krishna, A. & Schwarz, N. (2014). Sensory marketing, embodiment, and grounded cognition: A review and introduction. Journal of Consumer Psychology, 24(2), 159-168. https://doi.org/10.1016/j.jcps.2013.12.006

Londhe, B. (2014). Marketing Mix for Next Generation Marketing. Procedia Economics and Finance, 11(2014), 335-340. https://doi.org/10.1016/S2212-5671(14)00201-9

Malfitano, O., Arteaga, R., Romano, S., y Scinica, E. (2007). Neuromarketing: Celebrando negocios y servicios. Ediciones Granica.

Manzano, R., Gavilan, D., Avello, M., Abril, C., y Serra, T. (2012). Marketing sensorial: comunicar con los sentidos en el punto de venta. Pearson Educación.

Mengual-Recuerda, A., Tur-Viñez, V., & Juárez-Varón, D. (2020). Neuromarketing in haute cuisine gastronomic experiences. Frontiers in Psychology, 11, 1772. https://doi.org/10.3389/fpsyg.2020.01772

Morgan, N., Whitler, K., Feng, H., & Chari, S. (2019). Research in marketing strategy. Journal of the Academy of Marketing Science, 47, 4-29. https://doi.org/10.1007/s11747-018-0598-1

Morin, C. (2011). Neuromarketing: The New Science of Consumer Behavior. Society, 48, 131-135. https://doi.org/10.1007/s12115-010-9408-1

Nava-Báez, A. y Wright-Carr, D. (2016). El arte en la mente encarnada: la utilización de ilusiones geométrico-ópticas para la creación artística. Verano de la Investigación Científica, 1(2), 1037-1041. http://www.jovenesenlaciencia.ugto.mx/index.php/jovenesenlaciencia/article/view/115

Nghiêm-Phú, B, (2017). Sensory marketing in an outdoor out-store shopping environment – an exploratory study in Japan. Asia Pacific Journal of Marketing and Logistics, 29(5), 994-1016. https://doi.org/10.1108/APJML-09-2016-0178

Ortegón-Cortázar, L. y Gómez, A. (2016). Gestión del marketing sensorial sobre la experiencia del consumidor. Revista de Ciencias Sociales, XXII(3), 67-83. http://dx.doi.org/10.31876/rcs.v22i3.24869

Oliveira, J. & Giraldi, J. (2017). What Is Neuromarketing? A Proposal for a Broader and More Accurate Definition. Global Business and Management Research: An International Journal, 9, 19-29. http://gbmrjournal.com/pdf/vol.%209%20no.%202/V9N2-2.pdf

Pires, A., Vásquez, A., Carboni, A., y Maiche, A. (2014). Percepción visual. En D. Redolar, Neurociencia cognitiva (pp. 253-282). Editorial Panamericana.

Ramírez, M., Giraldo, M., Ramos, J., y Gordillo, D. (2017). Estudio de caso neuromarketing y moda: análisis de la efectividad en la campaña digital de la colección de lencería femenina empresa Moon Claire 2017. RETO, 5(5), 74-89. http://revistas.sena.edu.co/index.php/RETO/article/view/1413

Sanclemente-Téllez, J. (2017). Marketing and Corporate Social Responsibility (CSR). Moving between broadening the concept of marketing and social factors as a marketing strategy. Spanish Journal of Marketing - ESIC, 21(1), 4-25. https://doi.org/10.1016/j.sjme.2017.05.001

Sarmiento, J. (2016). Marketing de relaciones: un análisis de su definición. Redmarka. Revista de Marketing Aplicado, 1(16), 41-66. https://doi.org/10.17979/redma.2016.01.016.4871

Stanton, S., Sinnott-Armstrong, W., & Huettel, S. (2017). Neuromarketing: Ethical implications of its use and potential misuse. Journal of Business Ethics, 144(4), 799-811. https://doi.org/10.1007/s10551-016-3059-0

Stasi, A., Mauri, S.M., Ciceri, A., Diotallevi, F., Nardone, G., & Russo, N.V. (2018). Neuromarketing empirical approaches and food choice: A systematic review. Food Research International, 108, 650-664. https://doi.org/10.1016/j.foodres.2017.11.049

Torrades, S. y Pérez-Susta, P. (2018). Sistema visual. La percepción del mundo que nos rodea. Offarm, 27(6), 98-105. https://www.elsevier.es/es-revista-offarm-4-pdf-13123522

Vega, O. (2016). Neuromarketing y la ética en la investigación de mercados. Ingeniería Industrial. Actualidad y Nuevas Tendencias, V(16), 69-82. https://www.redalyc.org/pdf/2150/215048805006.pdf

Vera, C. (2010). Generación de impacto en la publicidad exterior a través del uso de los principios del neuromarketing visual. Telos, 12(2), 155-174. https://www.redalyc.org/pdf/993/99315569003.pdf

Received 2021-04-23
Accepted 2021-09-17
Published 2021-09-18