Baños-González Miguel, Baraybar-Fernández Antonio, Rajas-Fernández Mario
Facultad de Ciencias de la Comunicación, Universidad Rey Juan Carlos, Madrid, Spain.
Front Psychol. 2020 Sep 3;11:2175. doi: 10.3389/fpsyg.2020.02175. eCollection 2020.
Neuromarketing has aroused great interest in scientific research about consumer behavior and, consequently, in the advertising industry, which is searching for an alternative to traditional techniques for measuring efficacy. However, despite its development in the academic world, in the professional sector, its use is still very limited. The aim of this work was to find out the perception of advertising professionals as regards neuromarketing techniques for identifying its advantages and disadvantages compared to other research techniques, as well as the reasons why the use of neuromarketing is so much lower than expected in the Spanish market. The technique chosen for data gathering was the semi-structured interview, which made it possible to go into more depth with the subjects that came up. The interview, after a pre-selection of 100 professionals who matched the set criteria, was carried out individually, face-to-face, with a sample of 30 people with considerable professional experience in the field of marketing, sales communication, and market research; all of them belonged to leading companies from the sector. Once the information had been categorized into units with common themes, the results obtained were interpreted to explain how neuromarketing techniques are being used in the field of advertising. The results obtained led us to the conclusion that, even though neuromarketing provides more objective data and it is closer to what really happens to consumers when they are exposed to an advertising message, the ignorance of its true possibilities, the inability of suppliers of these techniques to transmit the value they add to research, its complexity, its high cost and time requirements explain why it has had scarce use in advertising research. The results revealed the real reasons for the rejection of neuromarketing techniques which, in turn, will make it possible to introduce both technological and formative solutions, allowing it to be incorporated into future research designs.
神经营销学在有关消费者行为的科学研究中引发了极大兴趣，因此在广告行业也备受关注，广告行业正在寻找一种替代传统技术来衡量广告效果的方法。然而，尽管它在学术界有所发展，但在专业领域，其应用仍然非常有限。这项工作的目的是了解广告专业人士对神经营销技术的看法，以便确定其与其他研究技术相比的优缺点，以及在西班牙市场上神经营销技术的使用为何远低于预期的原因。选择用于数据收集的技术是半结构化访谈，这使得能够更深入地探讨出现的主题。在预先筛选出符合既定标准的100名专业人士后，对30名在营销、销售沟通和市场研究领域具有丰富专业经验的人员进行了单独的面对面访谈；他们均来自该行业的领先公司。一旦将信息归类为具有共同主题的单元，就对所得结果进行解释，以说明神经营销技术在广告领域的应用情况。所得结果使我们得出结论，尽管神经营销学能提供更客观的数据，并且更接近消费者接触广告信息时的真实情况，但对其真正可能性的忽视、这些技术供应商无法传达其为研究增添的价值、其复杂性、高成本和时间要求，解释了为何它在广告研究中的应用很少。研究结果揭示了拒绝神经营销技术的真正原因，这反过来将使引入技术和培训解决方案成为可能，从而使其能够纳入未来的研究设计中。
