Neuromarketing: Strategies for Visual Perceptionin Predicting Consumer Behavior
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El artículo explora las respuestas cerebrales de los consumidores a estímulos visuales específicos para optimizar estrategias de marketing y comprender su comportamiento. Mediante la técnica de seguimiento ocular, se analiza la reacción de los consumidores ante publicaciones de bebidas en Instagram. La investigación se centra en tres áreas de interés: Fondo, Envase y Código lingüístico, evaluando las fijaciones iniciales (F1), la duración de la primera fijación (F2) y el total de fijaciones.
El análisis mediante una tabla ANOVA revela que el envase (AOI 2) captó primero la atención (F1), mantuvo la mayor duración de fijación (F2) y registró el mayor número de fijaciones totales (F3), con un valor p de 0, indicando una diferencia significativa. La prueba de Tukey muestra que no hay diferencias significativas entre el Fondo y el Código lingüístico entre los tres productos evaluados. Sin embargo, el envase del té negro se percibe distintivamente en comparación con los sabores de mandarina y jamaica.
Estos hallazgos denotan la importancia del diseño del empaque en captar y retener la atención del consumidor, evidenciando diferencias significativas en la atención a diversos elementos visuales. La integración de estas estrategias de neuromarketing visual permite a las empresas diseñar experiencias de usuario persuasivas, favoreciendo la lealtad y satisfacción sensorial del consumidor.
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