Evaluation of emotional and cerebral responses to commercial stimuli using Neuroscience tools: Racing Moto Case of Ecuador

In the competitive world of contemporary marketing, companies continually seek innovative and effective ways to capture the attention and loyalty of consumers. With the advancement of technology and increasing digitalization, marketing channels have diversified significantly, including both traditional media such as physical stores, live events, print advertising, as well as digital platforms such as websites, social networks and online ads. In this context, neuromarketing emerges as a crucial discipline that combines principles of neuroscience and marketing to offer a deeper understanding of how consumers perceive, process and respond to various marketing stimuli. Neuromarketing focuses on the study of consumers' emotional and cognitive responses to different stimuli, using advanced measurement tools such as electroencephalograms (EEG), Galvanic Skin Response (GSR), eye tracking technologies, and others. biometric methods. These techniques allow access to precise data on brain activity, physiological reactions and emotions of consumers, providing valuable insights that go beyond what traditional methodologies can offer.

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