Distinción conceptual y teórica de Marketing Sensorial: Tendencias y perspectivas
DOI:
https://doi.org/10.33064/iycuaa2021832750Palabras 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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Derechos de autor 2021 Andrea Geraldine Yactayo-Moreno , Jorge Alberto Vargas-Merino
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