Distinción conceptual y teórica de Marketing Sensorial: Tendencias y perspectivas

Autores/as

DOI:

https://doi.org/10.33064/iycuaa2021832750

Palabras clave:

Marketing Sensorial; Neuromarketing; Marketing experiencial; Diferencias; Perspectivas; Sentidos.

Resumen

Actualmente, en el mundo académico y científico, aunado al empresarial, se suele confundir las conceptualizaciones de términos del quehacer del marketing. Por ejemplo, el marketing sensorial es objeto de confusión con otras variables, alterando su definición, conocimiento y comprensión. Por lo tanto, para poder unificar criterios, debemos preguntarnos ¿Cuál es la diferencia conceptual y teórica del Marketing Sensorial? Este artículo tiene como objetivo resaltar la teoría y conceptualización del marketing sensorial y esclarecer las diferencias con otras variables. Se concluye que el marketing sensorial es una combinación de sensores neurológicos que refuerza las sensaciones de los consumidores, motivando su experiencia por la emoción y no la razón. Es por ello que, abriéndose un amplio campo de estudio del marketing sensorial, se invita a investigadores a incrementar el estudio con una mayor amplitud con enfoque empírico, en nuevos campos del conocimiento.

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Biografía del autor/a

Andrea Geraldine Yactayo-Moreno , Universidad Cesar Vallejo

Facultad de Ciencias Empresariales

Jorge Alberto Vargas-Merino , Universidad Cesar Vallejo

Facultad de Ciencias Empresariales

Citas

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2021-08-31

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