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Neuromarketing: sus implicaciones, retos y promesas en la educaci�n superior

 

Neuromarketing: its implications, challenges and promises in higher education

 

Neuromarketing: suas implica��es, desafios e promessas no ensino superior

 

 

 

 

 

 

 

 

 

 

 

 

Correspondencia: santiagovaldiviezoc@gmail.com

 

 

Ciencias de la Educaci�n

Art�culo de Investigaci�n

 

 

* Recibido: 21 de abril de 2025 *Aceptado: 20 de mayo de 2025 * Publicado: �28 de junio de 2025

 

        I.            Escuela de Posgrados Escuela Superior Polit�cnica de Chimborazo, Ecuador.

      II.            Escuela Superior Polit�cnica de Chimborazo. Riobamba, Ecuador.

Resumen
El neuromarketing es un campo de la investigaci�n de mercados que estudia la capacidad de resolver problemas mediante la percepci�n, las actitudes y las respuestas cognitivas y afectivas de los consumidores a los est�mulos de marketing. La venta consultiva sugiere que la experiencia de compra del cliente se gestiona mediante el comportamiento del vendedor y las estrategias de marketing en tienda, y que el cliente participa paso a paso. El neuromarketing ofrece excelentes maneras de interpretar la mente, los intereses y las preferencias de los consumidores, lo que permite a los profesionales del marketing realizar estrategias de marketing dirigidas y efectivas. La tecnolog�a ofrece acceso directo a los centros de decisi�n del cerebro, lo que puede tener un impacto positivo en el proceso de compra de un producto. Para su an�lisis a fondo, se recopilaron 25 publicaciones cient�ficas de los �ltimos 15 a�os. Para una mejor comprensi�n, se abordan temas relevantes para el estudio del neuromarketing y su implicaci�n en el sector productivo y acad�mico.

Palabras clave: neuromarketing; educaci�n superior; consumidor; mercado; desaf�os.

 

Abstract

Neuromarketing is a field of market research that studies the ability to solve problems through consumers' perceptions, attitudes, and cognitive and affective responses to marketing stimuli. Consultative selling suggests that the customer's shopping experience is managed through salesperson behavior and in-store marketing strategies, with the customer participating step by step. Neuromarketing offers excellent ways to interpret consumers' minds, interests, and preferences, allowing marketers to develop targeted and effective marketing strategies. Technology offers direct access to the brain's decision-making centers, which can have a positive impact on the product purchasing process. For an in-depth analysis, 25 scientific publications from the last 15 years were compiled. For a better understanding, topics relevant to the study of neuromarketing and its implications for the productive and academic sectors are addressed.

Keywords: neuromarketing; higher education; consumer; market; challenges.

 

Resumo

Neuromarketing � uma �rea da pesquisa de mercado que estuda a capacidade de resolver problemas por meio das percep��es, atitudes e respostas cognitivas e afetivas dos consumidores a est�mulos de marketing. A venda consultiva sugere que a experi�ncia de compra do cliente � gerenciada por meio do comportamento do vendedor e de estrat�gias de marketing na loja, com a participa��o gradual do cliente. O neuromarketing oferece excelentes maneiras de interpretar a mente, os interesses e as prefer�ncias dos consumidores, permitindo que os profissionais de marketing desenvolvam estrat�gias de marketing direcionadas e eficazes. A tecnologia oferece acesso direto aos centros de decis�o do c�rebro, o que pode ter um impacto positivo no processo de compra de produtos. Para uma an�lise aprofundada, foram compiladas 25 publica��es cient�ficas dos �ltimos 15 anos. Para melhor compreens�o, s�o abordados t�picos relevantes para o estudo do neuromarketing e suas implica��es para os setores produtivo e acad�mico.

Palavras-chave: neuromarketing; ensino superior; consumidor; mercado; desafios.

 

Introduction

Neuromarketing has emerged as an innovative discipline that fuses marketing principles with advances in neuroscience, offering a deeper understanding of consumer behavior. In a context where purchasing decisions are increasingly complex and influenced by emotional and cognitive factors, neuromarketing is presented as a crucial tool for higher education institutions. This article proposes to carry out an exhaustive bibliographic review on the implications, challenges and promises of neuromarketing in this field.

Higher education faces significant challenges in a competitive environment, where student recruitment and retention have become strategic priorities. In this sense, neuromarketing offers a unique approach that allows institutions to better understand the motivations and emotions of potential students when choosing a career or university. Through techniques such as functional magnetic resonance imaging and electroencephalography (EEG), it is possible to analyze how academic and communication stimuli affect the perception and decision of young people.

However, the implementation of neuromarketing in higher education is not without challenges. There are ethical concerns about the use of techniques that may manipulate consumer decisions, as well as the need to train academic staff in these new methodologies. Despite these challenges, the promises of neuromarketing are significant; not only can it improve the effectiveness of advertising campaigns, but it can also contribute to creating more engaging and personalized educational experiences.

 

Metodology

This study is based on a review of the available literature and an exploratory analysis of the main neuromarketing tools currently used. Technologies such as EEG, MEG, fMRI, and eye tracking were analyzed, along with studies on their impact on predicting consumer behavior. In addition, reports on the adoption of neuromarketing in emerging economies such as India were reviewed, evaluating the effect of these technologies on purchasing decision-making.

Various sources were used to locate the bibliographic documents. A bibliographic search was also conducted in May 2024.

In the process of collecting information, between 85 and 16 entries were recorded by combining various keywords. Additionally, a search was conducted in "Google Scholar" with the same terms. Those documents that discussed the formal elements that a bibliographic review should include were chosen, as well as the critical reading of documents, the phases involved in preparing a bibliographic review, and the construction of mental or conceptual maps. This systematic approach is crucial to establish a solid framework in the context of neuromarketing, where a deep understanding of the existing literature is essential to advance this emerging discipline.

�                    Identify the relevant aspects that are known, as well as those that are unknown and those that generate controversy on the analyzed topic.

�                    Identify the variables related to the research of the topic.

�                    Recognize the theories developed in relation to the topic.

 

Table No. 1 Articles with Qualitative aspect

2	2010	Professionals' perceptions of advertising strategies for digital media	Truong, Y., McColl, R., y Kitchen, P. (2010). Percepciones de los profesionales sobre las estrategias publicitarias para los medios digitales. Revista Internacional de Publicidad, 29, 709 - 725. https://doi.org/10.2501/S0265048710201439	Qualitative	Qualitative study based on 21 in-depth interviews with digital advertising professionals, identifying key trends such as permissionbased advertising, personalization and greater interactivity.
3	2019	Digital advertising: present and future perspectives	Lee, H., y Cho, C. (2019). Publicidad digital: perspectivas presentes y futuras. Revista Internacional de Publicidad, 39, 332 - 341. https://doi.org/10.1080/02650487.2019.1642015	Qualitative	Qualitative study exploring key trends in digital advertising such as the use of artificial intelligence and big data, and proposing topics for future research.
4	2020	Turismo Comunitario en Ecuador: Emprendimientos Comunitarios de las Redes Provinciales y Cantonales	Maldonado-Erazo, C., R�o-Rama, M., NoboaVi�an, P., y �lvarez‐Garc�a, J. (2020). Turismo Comunitario en el Ecuador: Emprendimientos Comunitarios de las Redes Provinciales y Cantonales. Sostenibilidad, https://doi.org/10.3390/su12156256	Qualitative	Community Tourism in Ecuador: Community Enterprises of Provincial and Cantonal Networks

 

 

Table No. 2 Articles with Quantitative aspect

 

 

 

 

 

 

Table No.3 Articles with Mixed Appearance

 

Table No.3 Analysis of approaches

 

Traditionally, review articles tended to take a �narrative or qualitative� approach. In this type of review, a set of articles were selected and organized according to the meaning of their results and analyzed based on the methodological characteristics of each study. This allowed a general conclusion to be reached after reviewing the content. In many cases, this narrative review also included simple quantification.

A systematic review is a structured, organized, and transparent process to identify, select, and critically appraise relevant research studies to answer a specific research question. Systematic reviews apply predefined criteria to select studies, assess their quality, and synthesize their results. This rigorous methodology ensures that a literature review is comprehensive and reproducible. (E, 2020)

Neuromarketing, as an emerging discipline, has begun to significantly influence higher education, offering new perspectives on how principles of consumer behavior and neuroscience can be applied to improve the educational experience. This literature review article explores the implications, challenges, and promises of neuromarketing in this context, analyzing previous studies classified into three approaches: qualitative, quantitative, and mixed.

Qualitative Approach

The qualitative studies reviewed provide an in-depth understanding of perceptions and attitudes toward neuromarketing. For example, the work of Lee et al. (2007) establishes a conceptual framework for neuromarketing through a literature review that highlights its basis in neuroscience and neuroeconomics. This exploratory approach allows for the identification of emerging trends and areas of interest for future research, as seen in the study by Lee and Cho (2019), which discusses the influence of artificial intelligence on digital advertising. Furthermore, qualitative studies reveal how practitioners perceive advertising strategies. Truong et al. (2010) conducted in-depth interviews with industry experts, identifying key trends such as personalization and interactivity in digital advertising. This type of research is crucial to understanding how higher education institutions can adapt their marketing strategies to attract potential students.

Quantitative Approach

On the other hand, quantitative studies offer empirical data that support claims about the effectiveness of neuromarketing. Salomon (2018) uses advanced techniques such as EEG and fMRI to measure consumer responses to marketing stimuli, providing clear evidence on how these techniques can be applied to optimize advertising campaigns in the educational field. Survey analysis by Eser et al. (2011) shows that both academics and marketing professionals have varied perceptions about neuromarketing, suggesting the need for further training and awareness about its practical applications in the educational sector. These quantitative findings are essential to developing data-driven strategies that can improve student recruitment and retention.

Mixed Approach

Finally, studies that employ a mixed approach combine the best of both worlds, using both qualitative and quantitative methods to offer a more comprehensive view. For example, the study by Fisher et al. (2010) addresses ethical neuromarketing practices through a content analysis that includes both qualitative and quantitative data. This approach is particularly relevant in higher education, where ethical considerations are critical when implementing marketing strategies. Research by Ćosić (2016) highlights how neuromarketing techniques can measure unconscious responses to educational stimuli, opening up new opportunities to design more effective and engaging educational programs.

Implicaciones para la Higher The impact of Higher Education

The integration of neuromarketing into higher education holds several promises:

Improving Student Recruitment: By better understanding how students make decisions, institutions can design more effective campaigns.

Curriculum Development: Applying neuromarketing principles can help tailor educational programs to student expectations and preferences.

Ethics and Responsibility: Addressing the ethical challenges associated with the use of neuromarketing is critical to ensuring responsible practices that prioritize student well-being.

 

Conclusion

Neuromarketing offers a valuable framework for better understanding consumer behavior within the educational context. As this discipline continues to evolve, it is essential for higher education institutions to stay informed about its implications and develop evidence-based strategies that not only attract potential students, but also enhance their overall educational experience. Combining qualitative and quantitative approaches will be key to advancing this area and effectively meeting future challenges.

Neuromarketing, as a field of study, has begun to gain ground in academic research, especially in its application within higher education. However, one of the main challenges facing researchers is the scarcity of specific literature that addresses this topic in a comprehensive manner. Although several relevant studies have been identified, many of them focus on commercial applications and do not delve into how these principles can be used to improve the educational experience. This lack of literature can hinder the development of effective neuromarketing-based strategies that adapt to the needs of educational institutions.

Among the benefits of neuromarketing is its ability to personalize the student experience, which can result in greater satisfaction and retention. Furthermore, by applying advanced techniques such as electroencephalography (EEG) and functional magnetic resonance imaging (fMRI), researchers can obtain empirical data on how students respond to different educational stimuli. This allows universities to design more effective advertising campaigns and adapt their programs to student expectations.

However, there are also critical issues that must be considered. One of the most relevant is the ethical aspect associated with the use of neuromarketing, as it may raise concerns about manipulation and student privacy. Furthermore, the interdisciplinary nature of neuromarketing may complicate collaboration between researchers from different fields, limiting the comprehensive development of effective strategies. Therefore, it is essential to encourage further research in this area, promoting interdisciplinary collaborations and establishing a clear ethical framework to guide the use of neuromarketing in higher education.

In conclusion, although neuromarketing offers significant opportunities to transform higher education, it is crucial to address its challenges through rigorous and ethical research. Building a robust body of literature will maximize the potential of neuromarketing to improve both recruitment and the comprehensive educational experience.

 

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� 2025 por los autores. Este art�culo es de acceso abierto y distribuido seg�n los t�rminos y condiciones de la licencia Creative Commons Atribuci�n-NoComercial-CompartirIgual 4.0 Internacional (CC BY-NC-SA 4.0)

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