NEUROMARKETING Y TEORÍA DE LA PROSPECTIVA: LA INFLUENCIA DE LOS SESGOS COGNITIVOS EN LA TOMA DE DECISIONES
DOI:
https://doi.org/10.56238/arev7n10-196Palabras clave:
Neuromarketing, Teoría de la Prospectiva, Sesgos Cognitivos, Toma de Decisiones, Comportamiento del ConsumidorResumen
Este estudio investiga las conexiones entre el neuromarketing y la Teoría de la Prospectiva, centrándose en cómo los sesgos cognitivos influyen en la toma de decisiones. La propuesta contrasta la visión clásica del consumidor racional con los hallazgos de la economía del comportamiento y la neurociencia del consumidor, que destacan el papel de los procesos implícitos en la elección. El objetivo es comprender cómo los estímulos de marketing movilizan mecanismos como la aversión a la pérdida, el punto de referencia y el efecto de encuadre, analizando también las repercusiones éticas involucradas. La metodología empleada es una revisión narrativa de la literatura, con énfasis en estudios científicos y obras clásicas que exploran los fundamentos teóricos y empíricos de ambos campos. La evidencia indica que herramientas como la fMRI, el EEG, el seguimiento ocular y la GSR han revelado activaciones cerebrales específicas, especialmente en la amígdala y la ínsula anterior, relacionadas con la respuesta emocional a las pérdidas y el encuadre de la elección. La discusión propone una lectura integrada de la neurociencia y la economía del comportamiento, destacando cómo la validación neuronal de los sesgos amplía la comprensión del comportamiento del consumidor. Se concluye que esta integración permite estrategias de marketing más eficaces, pero plantea importantes desafíos éticos, que requieren un equilibrio entre la persuasión legítima y la manipulación cognitiva, con responsabilidad y transparencia por parte de los profesionales del sector.
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