Espirales. Revista multidisciplinaria de investigación científica, Vol. 5, No. 38
July - October 2021. e-ISSN 2550-6862. págs 45-58
DOI: https://doi.org/10.31876/er.v5i38.784
Digital neuromarketing and advertising in consumers of
shopping centers in a region of Peru in times of Covid-19
Digital neuromarketing and advertising in shopping center consumers in a
region of Peru in times of Covid-19
Marco Antonio José Paredes-Pérez*, Antonio Eleodoro Palomino-Crispín**, Víctor Renzo
Cárdenas Tapia***, Rubén Darío Alania Contreras ****
Received: June 29, 2020.
Approved:. April 12, 2021.
Abstract
Neuromarketing, which is a revolution, tends to be
more effective than other marketing strategies. The
objective of the study was to determine the
relationship between the effectiveness of digital
neuromarketing and the effectiveness of BTL
advertising according to consumers of shopping malls
in the Junin region of Peru, in times of COVID-19, the
research was of basic type, correlational level and
descriptive correlational design, had as sample 1242
consumers, to whom were applied, the questionnaires
of digital neuromarketing and BTL advertising,
designed for the study; The instruments presented
very high validity coefficients, 0.83 and 0.85 by
geometric mean and very high reliability, 0.91 and
0.92 by Cronbach's alpha. As a result, an inverse
correlation (Kendall's Tau b = -0.82) and significant (p
= 0.045) was found between both variables. It was
concluded that there is an inverse correlation between
the effectiveness of digital neuromarketing and BTL
advertising according to the sample in COVID-19
times, which denotes that the greater the effectiveness
of neuromarketing, the lower the effectiveness of BTL
advertising.
Key words:
neuromarketing; BTL advertising;
effectiveness; shopping malls.
* Master's Degree, Universidad Nacional del Centro
del Perú, Lima, Peru.
EMAIL: maparedes@uncp.edu.pe
ORCID: 0000-0001-5963-839X
Google Scholar
**Master's Degree, Universidad Nacional del Centro
del Perú, Lima, Perú
EMAIL: apalomino@uncp.edu.pe
ORCID: 0000-0002-5338-6918
Google Scholar
***Master, Universidad Peruana Los Andes, Lima, Peru
EMAIL: d.vcardenast@upla.edu.pe
ORCID: 0000-0002-0499-196X
Google Scholar
**** Ph.D Universidad Continental, Lima, Peru EMAIL:
ralania@continental.edu.pe
ORCID: 0000-0003-4303-1037
Google Scholar
Cite this:
Paredes-Pérez, M., Palomino-
Crispín, A., Cárdenas, V., Alania, R.
Digital neuromarketing and btl
advertising in shopping center
consumers in a region of peru in
times of covid-19. Revista
Multidisciplinaria de investigación
científica, 5(38), 45-58
Digital neuromarketing and advertising in shopping center consumers in a region of Peru in times of Covid-19
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Espirales. Revista multidisciplinaria de investigación científica, Vol. 5, No. 38
July - October 2021. e-ISSN 2550-6862. pp 45-58.
46
Ç
Introduction
The COVID-19 pandemic has caused negative effects on the world socioeconomic
system, to counteract the crisis, most countries have restricted their markets at various
times, decreeing the closure of borders and confinement of their population; these
measures largely paralyzed business and commercial activities, placing at serious risk
the stability of the social and economic structures of the country; Vázquez-Martínez et
al. (2021) state that, in relation to points of sale, channels and purchase motivations, the
pandemic drastically modified the ways in which consumers acquired products.
Peru went from having one of the most stable economies in the region, to one of those
with the greatest decline, in this sense, Peru was condemned to the greatest recession
in Latin America only behind Venezuela, the economic downturn had a strong impact
on retail chains, shopping malls and department stores; This sector, which had
projected sales of approximately S/ 32,000 million soles for 2020, had a drop of around
40% among other factors because its capacity was restricted to 50% of its capacity; this
context generated the need to adapt immediately to new models and digital sales
channels; managing to be one of the sectors that has best adapted to the new normality,
despite the significant drop in its revenues. In the first months of the pandemic, e-
Resumen
El neuromarketing, que supone una revolución, tiende a ser más
efectivo que otras estrategias de mercadeo. El objetivo del estudio
fue determinar la relación entre la efectividad del neuromarketing
digital y la efectividad de la publicidad BTL según consumidores de
centros comerciales de la región Junín de Perú, en tiempos de
COVID-19, la investigación fue de tipo básico, nivel correlacional y
diseño descriptivo correlacional, tuvo como muestra a 1242
consumidores, a quienes se aplicó, los cuestionarios de
neuromarketing digital y de publicidad BTL, diseñados para el
estudio; los instrumentos presentaron coeficientes de validez muy
alta, 0,83 y 0,85 mediante media geométrica y confiabilidad muy alta,
0,91 y 0,92 mediante alfa de Cronbach. Como resultado se halló
correlación inversa (Tau b de Kendall = -0,82) y significativa (p = 0,045)
entre ambas variables. Se concluyó que existe correlación inversa
entre las efectividades del neuromarketing digital y publicidad BTL
según la muestra en tiempos de COVID-19, lo cual denota que a
mayor efectividad del neuromarketing menor efectividad de la
publicidad BTL.
Palabras clave:
neuromarketing; publicidad BTL; efectividad; centros
comerciales.
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.
47
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
Digital neuromarketing and advertising in shopping center consumers in a region of Peru in times of Covid-19
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Espirales. Revista multidisciplinaria de investigación científica, Vol. 5, No. 38
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the level of internal stimuli, they comprise the attention, memory and emotion systems.
The perception of promotional ads is not only neurophysiological; it is also an intrinsic
and subjective process that is at the same time a cultural issue. It involves the activation
of brain areas, basically the ventral tegmental area and the nucleus accumbens, which
are centers that release dopamine (mainly) and other neurotransmitters that generate
emotions, engagement and loyalty to a particular brand.
BTL (below the line) advertising uses alternative media to conventional advertising to
target non-mass or segmented audiences. It is characterized by its creativity, surprise,
innovation and opportunity, generating new advertising and promotion channels; it is
complemented by other media such as merchandising, direct marketing and content
marketing in social networks, among others. According to Reinares-Lara et al. (2016),
the questioning of the effectiveness of television has driven the use of BTL formats.
Neuromarketing and BTL advertising coincide in their intention to stimulate perception
to persuade the consumer, making use of creativity, alternative and non-mass media.
The digitalization of commercial interactions in the pandemic period has greatly
massified and neuromarketing is refocused on causing the same sensory impressions,
but in a virtual way in increasingly different consumers. Nicolás (2013) points out that
the evolutionary development of advertising forms has been enriched and energized by
the new concept of customer prosumers, who not only receive information, but also
create it.
Quinteros and Martínez (2018) when studying the behavior of consumers in retail
interpreted that neuromarketing is a purchase motivator through advertising; Avendaño
(2013) when analyzing visual marketing in establishments of a shopping mall, found that
they apply neuromarketing associated with the perception of color, light and
photographic image, however, as supported by Krings et al. (2021) state that there is a
paucity of research related to the impact of digital platforms in improving marketing
processes and results to generate purchasing opportunities.
Of the nine provinces, five only have malls (Yauli, Junin, Jauja, Chupaca and
Concepción), three provinces have small malls (Tarma, Chanchamayo and Satipo), and
in the city of Huancayo, which is the most important city in the region, there are six small
and medium-sized malls and two large malls; the latter have reconfigured the
consumption habits of the province. The COVID-19 pandemic has generated new needs
and possibilities, the virtualization to which consumers have been forced has produced
a democratizing effect in the access and consumption of internet, shortening digital
gaps (Alania et al., 2020), in this context, neuromarketing and BTL advertising are
seeking to attract these renewed prosumers. Except for the two large malls, the neuro-
communication applied by the shopping centers in the Junín region is due to
spontaneous efforts and BTL advertising has become the main promotional tool, due
to the decrease in advertising budgets for conventional media.
Marco Antonio José Paredes-Pérez , Antonio Eleodoro Palomino-Crispín , Víctor Renzo Cárdenas Tapia , Rubén Darío
Alania Contreras
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49
In this sense, the study aimed to determine the relationship between the effectiveness
of neuromarketing and the effectiveness of BTL advertising according to consumers in
shopping malls in the Junin region during COVID-19.
Materials and Methods
The study had a quantitative, basic, correlational, non-experimental, cross-sectional,
descriptive-correlational design.
The population included consumers of shopping malls in the Junín region of Peru,
excluding consumers under 18 years of age and over 70 years of age; people of both
sexes, residents in urban areas and regular consumers of the 18 largest shopping malls
in the region were included: Real Plaza, Open Plaza, Makro, Plaza Vea, Metro, Astoria,
Plaza Constitución and Megaplaza in Huancayo; Chichos and Bueno in Tarma;
Supermarket Magda and Supermarket Aylas Lindo, Precio Uno and El Carmen in La
Merced; Soco Market, Sánchez, Sarwest and Moda Joven in Satipo, the provinces of
Jauja, Chupaca, Concepción, Yauli and Junín do not have establishments categorized
large shopping centers.
The sample consisted of 1242 male (435) and female (807) consumers between 18 and
63 years of age; since the population was indeterminate, non-probabilistic purposive
sampling was used to obtain the sample, which according to López (2004) is the one by
which the researcher decides the sample according to objectives, perception and
experience.
To collect data, two instruments were designed and applied: the digital marketing
questionnaire, with 27 items that measure the effectiveness of digital neuromarketing
according to consumers, based on three dimensions: attention (1-9), emotion (10-18),
memory (19-27), each item has four response options on a modified Likert scale
(strongly disagree = 1, disagree = 2, agree = 3, strongly agree = 4). The scale was
distributed in three levels: poor (27-54), fair (55-82) and good (83-108). Content validity
was assessed with the judgment of 20 experts, resulting in a geometric mean of 0.803,
which meant very high validity; reliability was evaluated by means of a pilot test on 110
subjects, whose result was 0.91 in Cronbach's alpha coefficient, implying very high
reliability.
The BTL advertising questionnaire, with 42 items measuring the effectiveness of BTL
advertising according to consumers, in four dimensions: direct advertising (1-12), point-
of-sale advertising (13-20), sales promotion (21-28) and internet advertising (29-42),
each item having four response options on a modified Likert scale (strongly disagree =
1, disagree = 2, agree = 3, strongly agree = 4). The scale was distributed in three levels:
poor (42-84), fair (85-127) and good (128-168). Content validity was assessed by the
judgment of 20 experts, resulting in a geometric mean of 0.85, which meant very high
validity; reliability was evaluated by means of a pilot test on 110 subjects, which resulted
in a Cronbach's alpha coefficient of 0.92, implying very high reliability.
Digital neuromarketing and advertising in shopping center consumers in a region of Peru in times of Covid-19
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Data collection was carried out between November and December 2020, the
application of the instruments lasted approximately 20 minutes per subject, with the
informed consent of the participants.
In the data processing, descriptive statistics were applied to characterize the behavior
of the variables and inferential statistics to establish the sample parameters and decide
the hypothesis test statistic, which was Kendall's Tau b for nonparametric samples and
ordinal qualitative variables. The data were processed in SPSS 25 statistical software.
Results and Discussion
Table 1.
Effectiveness of digital neuromarketing and its dimensions (n=1242).
Frequency
Percentage
Digital
Neuromarket
ing
Deficient
74
6 %
Regular
556
45 %
Good
612
49 %
Total
1242
100,0
Attention
Deficient
49
4 %
Regular
548
44 %
Good
645
52 %
Total
1242
100,0
Excitement
Deficient
24
2 %
Regular
523
42 %
Good
695
56 %
Total
1242
100,0
Memory
Deficient
37
3 %
Regular
498
40 %
Good
707
57 %
Total
1242
100,0
From the consumers' perception, the effectiveness of digital neuromarketing and its
dimensions, was predominantly of good effectiveness (49 % in digital neuromarketing,
Marco Antonio José Paredes-Pérez , Antonio Eleodoro Palomino-Crispín , Víctor Renzo Cárdenas Tapia , Rubén Darío
Alania Contreras
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52 % in attention, 56 % in emotion, 57 % in memory), to a large extent this perception
has been conditioned by the period of confinement.
Table 2
. Effectiveness of BTL advertising and its dimensions (n=1242).
Frequency
Percentage
58
5 %
728
58 %
456
37 %
1242
100 %
158
13 %
652
52 %
432
35 %
1242
100 %
164
13 %
591
47 %
487
40 %
1242
100 %
231
19 %
510
41 %
501
40 %
1242
100 %
194
16 %
552
44 %
496
40 %
1242
100 %
From the consumers' point of view, the effectiveness of BTL advertising and its
dimensions, was predominantly regular (58 % in BTL advertising, 52 % in direct
advertising, 47 % in point-of-sale advertising, 41 % in sales promotion and 44 % in
internet advertising), consequently the effectiveness of BTL advertising, according to
consumers, was lower than the effectiveness of digital neuromarketing.
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Table 3.
Overall hypothesis testing of digital neuromarketing effectiveness and BTL
advertising effectiveness, attention effectiveness, emotion effectiveness and memory
effectiveness.
Correlations (
Kendall's Tau b
)
Eff.
pneumarketing
Eff. BTL
advertising
Eff.
pneumarketing
Correlation
coefficient
1,000
-,082**
Sig. (bilateral)
.
0,045
N
1242
1242
Eff. BTL
advertising
Correlation
coefficient
-,082**
1,000
Sig. (bilateral)
0,045
.
N
1242
1242
Attention
Eff. BTL
advertising
Attention
Correlation
coefficient
1,000
-0,035**
Sig. (bilateral)
.
0,015
N
1242
1242
Eff. BTL
advertising
Correlation
coefficient
-0,035
1,000
Sig. (bilateral)
0,015
.
N
1242
1242
Excitement
Eff. BTL
advertising
Excitement
Correlation
coefficient
1,000
-0,068
Sig. (bilateral)
.
0,041
N
1242
1242
Eff. BTL
advertising
Correlation
coefficient
-0,068
1,000
Sig. (bilateral)
0,041
.
N
1242
1242
Memory
Eff. BTL
advertising
Memory
Correlation
coefficient
1,000
-0,067**
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.
53
Sig. (bilateral)
.
0,047
N
1242
1242
Eff. BTL
advertising
Correlation
coefficient
-0,067
1,000
Sig. (bilateral)
0,047
.
N
1242
1242
Table 3 shows that there was a significant relationship between the effectiveness of
digital neuromarketing and the effectiveness of BTL advertising, with a bilateral
significance level of 0.045 and a Kendall's Tau b inverse correlation strength of -0.82,
which shows that the higher the effectiveness of digital neuromarketing, the lower the
effectiveness of BTL advertising.
It is also observed that there was a significant relationship between the dimensions of
digital neuromarketing effectiveness (attention, emotion and memory) and BTL
advertising effectiveness, with a bilateral significance level p-value of 0.015; 0.041 and
0.047 and an inverse correlation strength of -0.35; -0.068 and -0.047 respectively, which
denotes that the higher the effectiveness of digital neuromarketing attention, emotion
and memory, the lower the effectiveness of BTL advertising.
The results show that there was a significant correlation between the effectiveness of
digital neuromarketing and the effectiveness of BTL advertising, since the significance
value was 0.045; the inverse correlation (-0.82) determined that the higher the
effectiveness of digital neuromarketing the lower the effectiveness of BTL advertising,
which is explained because neuromarketing stimulates mechanisms of unconscious
thinking of the human psyche (Malfitano et al., 2019), unlike BTL which is more
perceptive and rational, both coincide in being emotional (Salas, 2018; Bastiaansen et
al., 2018 and González-Morales, 2020) and can be employed in marketing campaigns
in a complementary and not mutually exclusive manner; it is necessary to highlight that
BTL advertising has become the alternative most used by companies to reach the
consumer in the context of the crisis due to COVID-19. There is still a wide lack of
knowledge about the possibilities of implementing neuromarketing. The results
coincide with the study by Avendaño (2013) who determined that in shopping malls the
application of neuromarketing is associated with the perception of color, light and
photographic image.
From the study it can be inferred that neuromarketing is more effective than BTL
advertising, because it is oriented to generate effects in the unconscious mechanisms
that activate the purchase decision. The pandemic by COVID-19 generated new needs
and possibilities for the implementation of neuromarketing, based on more
personalized and experiential sales (Klaric, 2014), generation of positive emotions in
electronic shopping experiences (Cachero-Martínez and Vázquez-Casielles, 2021;
Quintero and Martínez, 2018; Duque, 2014) and loyalty of an increasingly digitized
target audience (Alania et al., 2020).
Digital neuromarketing and advertising in shopping center consumers in a region of Peru in times of Covid-19
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With the exception of the two national chain malls Open Plaza and Real Plaza, the
shopping centers in the Junín region do not apply neuromarketing because of its
integral and complex perspective, which begins with the study of the consumer and
continues with the implementation of promotional strategies; however, the managers
of these companies carry out empirical neurocommunication actions that achieve
positive effects; because everything communicates, it is impossible not to communicate
(Watzlawick, 1971); consequently, all the shopping centers investigated transmit sensory
elements that are perceived by the unconscious mechanisms of the consumers. The
study confirmed that these isolated neuro-communication actions are relatively more
effective than BTL advertising efforts, which are implemented as part of structured
marketing campaigns.
As an integral marketing discipline, neuromarketing will generate transcendental
changes in the way products are conceived, presented, distributed, promoted and sold.
We are just witnessing the beginnings of a great revolution, which will be consolidated
in the coming years and decades; concepts such as neuro product, neuro pricing, neuro
communication, will be everyday terms in increasingly digitalized markets.
One limitation of the study was the heterogeneity of the shopping centers, in terms of
size, strategies and management model; however, this variety also represents the
sociodemographic and cultural context of the Junín region, where a large city exerts
economic influence in a region of nine provinces that integrates the geography of the
highlands and jungle.
Conclusions
There is an inverse and significant correlation between the effectiveness of digital
neuromarketing and the effectiveness of BTL advertising in shopping malls in the Junin
region of Peru during COVID-19, which indicates that the greater the effectiveness of
neuromarketing, the lower the effectiveness of BTL advertising.
Neuro-communication actions proved to be more effective than BTL strategies. It is
confirmed that neuromarketing as an omnipresent discipline, will be determinant in the
management of marketing and business models in the coming years, which will be
characterized by the predominance of digital markets.
…………………………………………………………………………………………….
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Alania Contreras
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