Marco Antonio José Paredes-Pérez , Antonio Eleodoro Palomino-Crispín , Víctor Renzo Cárdenas Tapia , Rubén Darío
Alania Contreras
Espirales. Revista multidisciplinaria de investigación científica, Vol. 5, No. 38
July - October 2021. e-ISSN 2550-6862. pp 45-58.
commerce in shopping malls grew from 5 % to 20 % and online shopping in 2020
became the market leader, with a growth of 51.77 % (Palomino, et al., 2020).
Blázquez et al. (2008) point out that the use of the Internet in marketing has a dual
perspective: as a communication channel and as a new distribution channel. The success
of shopping malls in the new format depends not only on the digitalization of their
offers, but also on strategies that project profitable shopping experiences to consumers.
This situation generated the need to accelerate the implementation of innovative
strategies in the customer-company-brand relationship, such as neuromarketing that
designs contexts in the sales channels that achieve consumer engagement. Cachero-
Martínez and Vázquez-Casielles (2021) highlight the need to build consumer loyalty
through e-shopping experiences that assign the mediating role to emotions. According
to Vlăsceanu (2014) marketing and advertising campaigns with a cognitive and
emotional approach generate strong emotional engagement.
Neuromarketing has been a revolution in the field of marketing (Gill and Singh, 2020);
drawing from neuroscience-oriented disciplines (Clark, 2020), such as psychology,
neurology, marketing and economics (Alexander et al., 2019) focuses on the consumer
and the various factors that affect their individual preferences and consumption
behavior (Clark, 2020), through neuroscientific techniques that, applied to marketing
management, analyze emotion, attention and memory at different levels, with an
imminent role of the subconscious (Gutiérrez-Cárdenas, 2019), achieving the analysis
and understanding of the dynamics of human behavior related to markets, purchasing
needs and commercial exchanges (Vásquez-Patiño and Rueda-Barrios, 2019).
For consumer neuroscience to thrive, it must be extended from basic scientific research
to marketing theory and practice (Plassmann, et al., 2015); the novelty of
neuromarketing is the neuroscience techniques that help to better understand
customers, what really values and encourages commercial exchange (Duque, 2014).
Emotional responses to marketing stimuli are fundamental for neuromarketing
(Bastiaansen et al., 2018); people buy based on the emotions they generate and leave
traces in memory of how a brand or company is perceived (González-Morales, 2020).
The application of neuromarketing focuses on two strands, the first focuses on the
neuroscientific study of consumer behavior and decision making (Gill and Singh, 2020;
Babiloni and Cherubino, 2020; Clark, 2020; Conick, 2018; Lee et al., 2007) and the
second is directed to the stimulation of mental processes to achieve favorable consumer
behaviors through neuro communication (Braidot, 2013; Alvarez del Blanco, 2011 and
Fenger, 2015). The present study is framed within the second approach.
Álvarez del Blanco (2011) in his proposal for a persuasive neuromarketing model
establishes three application phases: experimentation phase (attention, sensation,
emotion and memory), intervention phase (associations, imaginary, sensory seduction
and intelligence) and results phase (multisensory branding).
According to Braidot (2013) the application of neurocommunication occurs at the
sensory (sight, touch, hearing, taste, smell) and semantic (meanings) levels; as well as at