Neuromarketing: Strategies for Visual Perception in Predicting Consumer Behavior

The article explores consumers' brain responses to specific visual stimuli to optimize marketing strategies and understand their behavior. Using eye-tracking techniques, it analyzes consumers' reactions to beverage posts on Instagram. The research focuses on three areas of interest: Backgr...

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Autores: Quisimalin-Santamaria, Hernán, Garzón-Moantaguano, Alice, Parra-Jiménez, Anabel, Quisimalin Santamaria, Mauricio
Tipo de recurso: artículo
Estado:Versión publicada
Fecha de publicación:2025
País:Ecuador
Institución:Universidad Andina Simón Bolivar
Repositorio:Revista Estudios de la Gestión
Idioma:inglés
español
OAI Identifier:oai:revistas.uasb.edu.ec:article/4740
Acceso en línea:https://revistas.uasb.edu.ec/index.php/eg/article/view/4740
Access Level:acceso abierto
Palabra clave:neuromarketing
costumer behavior
eye tracking
marketing
visual stimuli
Marketing
Neuromarketing
Comportamiento del consumidor
Eye tracking
Estímulos visuales
Comportamento do consumidor
Rastreamento ocular
Estímulos visuais
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dc.title.none.fl_str_mv Neuromarketing: Strategies for Visual Perception in Predicting Consumer Behavior
Neuromarketing: estrategias de percepción visual para predecir el comportamiento del consumidor
Neuromarketing: Estratégias para a percepção visual na previsão do comportamento do consumidor
title Neuromarketing: Strategies for Visual Perception in Predicting Consumer Behavior
spellingShingle Neuromarketing: Strategies for Visual Perception in Predicting Consumer Behavior
Quisimalin-Santamaria, Hernán
neuromarketing
costumer behavior
eye tracking
marketing
visual stimuli
Marketing
Neuromarketing
Comportamiento del consumidor
Eye tracking
Estímulos visuales
Marketing
Neuromarketing
Comportamento do consumidor
Rastreamento ocular
Estímulos visuais
title_short Neuromarketing: Strategies for Visual Perception in Predicting Consumer Behavior
title_full Neuromarketing: Strategies for Visual Perception in Predicting Consumer Behavior
title_fullStr Neuromarketing: Strategies for Visual Perception in Predicting Consumer Behavior
title_full_unstemmed Neuromarketing: Strategies for Visual Perception in Predicting Consumer Behavior
title_sort Neuromarketing: Strategies for Visual Perception in Predicting Consumer Behavior
dc.creator.none.fl_str_mv Quisimalin-Santamaria, Hernán
Garzón-Moantaguano, Alice
Parra-Jiménez, Anabel
Quisimalin Santamaria, Mauricio
author Quisimalin-Santamaria, Hernán
author_facet Quisimalin-Santamaria, Hernán
Garzón-Moantaguano, Alice
Parra-Jiménez, Anabel
Quisimalin Santamaria, Mauricio
author_role author
author2 Garzón-Moantaguano, Alice
Parra-Jiménez, Anabel
Quisimalin Santamaria, Mauricio
author2_role author
author
author
dc.subject.none.fl_str_mv neuromarketing
costumer behavior
eye tracking
marketing
visual stimuli
Marketing
Neuromarketing
Comportamiento del consumidor
Eye tracking
Estímulos visuales
Marketing
Neuromarketing
Comportamento do consumidor
Rastreamento ocular
Estímulos visuais
topic neuromarketing
costumer behavior
eye tracking
marketing
visual stimuli
Marketing
Neuromarketing
Comportamiento del consumidor
Eye tracking
Estímulos visuales
Marketing
Neuromarketing
Comportamento do consumidor
Rastreamento ocular
Estímulos visuais
description The article explores consumers' brain responses to specific visual stimuli to optimize marketing strategies and understand their behavior. Using eye-tracking techniques, it analyzes consumers' reactions to beverage posts on Instagram. The research focuses on three areas of interest: Background (AOI 1), Packaging (AOI 2, including the label), and Linguistic Code (AOI 3), evaluating initial fixations (F1), the duration of the first fixation (F2), and the total number of fixations (F3). The analysis using an ANOVA table reveals that the packaging (AOI 2) initially captured attention (F1), maintained the longest fixation duration (F2), and recorded the highest total number of fixations (F3), with a p-value of 0, indicating a significant difference. The Tukey test shows no significant differences between the Background and the Linguistic Code among the three products evaluated. However, the packaging of the black tea is perceived distinctly compared to the mandarin and hibiscus flavors. These findings underscore the importance of packaging design in capturing and retaining consumer attention, highlighting significant differences in attention to various visual elements. The integration of these visual neuromarketing strategies enables companies to design persuasive user experiences, fostering consumer loyalty and sensory satisfaction.
publishDate 2025
dc.date.none.fl_str_mv 2025-07-01
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv https://revistas.uasb.edu.ec/index.php/eg/article/view/4740
10.32719/25506641.2025.18.3
url https://revistas.uasb.edu.ec/index.php/eg/article/view/4740
identifier_str_mv 10.32719/25506641.2025.18.3
dc.language.none.fl_str_mv eng
spa
language eng
spa
dc.relation.none.fl_str_mv https://revistas.uasb.edu.ec/index.php/eg/article/view/4740/5599
https://revistas.uasb.edu.ec/index.php/eg/article/view/4740/5707
https://revistas.uasb.edu.ec/index.php/eg/article/view/4740/5708
https://revistas.uasb.edu.ec/index.php/eg/article/view/4740/6262
dc.rights.none.fl_str_mv Derechos de autor 2025 Estudios de la Gestión: Revista Internacional de Administración
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Derechos de autor 2025 Estudios de la Gestión: Revista Internacional de Administración
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
text/html
text/xml
application/zip
dc.publisher.none.fl_str_mv Universidad Andina Simón Bolívar, Sede Ecuador
publisher.none.fl_str_mv Universidad Andina Simón Bolívar, Sede Ecuador
dc.source.none.fl_str_mv Estudios de la Gestión: Revista Internacional de Administración; No. 18 (2025): Integrated Perspectives on 21th Century Marketing; 59-85
Estudios de la Gestión: Revista Internacional de Administración; Núm. 18 (2025): Perspectivas integradas en el marketing del siglo XXI; 59-85
Estudios de la Gestión: Revista Internacional de Administración; n. 18 (2025): Perspectivas integradas no marketing do século XXI; 59-85
2661-6513
2550-6641
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instname:Universidad Andina Simón Bolivar
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instname_str Universidad Andina Simón Bolivar
instacron_str UASB
institution UASB
reponame_str Revista Estudios de la Gestión
collection Revista Estudios de la Gestión
repository.name.fl_str_mv Revista Estudios de la Gestión - Universidad Andina Simón Bolivar
repository.mail.fl_str_mv
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spelling Neuromarketing: Strategies for Visual Perception in Predicting Consumer BehaviorNeuromarketing: estrategias de percepción visual para predecir el comportamiento del consumidorNeuromarketing: Estratégias para a percepção visual na previsão do comportamento do consumidorQuisimalin-Santamaria, HernánGarzón-Moantaguano, Alice Parra-Jiménez, AnabelQuisimalin Santamaria, Mauricioneuromarketingcostumer behavioreye trackingmarketingvisual stimuliMarketingNeuromarketingComportamiento del consumidorEye trackingEstímulos visualesMarketingNeuromarketingComportamento do consumidorRastreamento ocularEstímulos visuaisThe article explores consumers' brain responses to specific visual stimuli to optimize marketing strategies and understand their behavior. Using eye-tracking techniques, it analyzes consumers' reactions to beverage posts on Instagram. The research focuses on three areas of interest: Background (AOI 1), Packaging (AOI 2, including the label), and Linguistic Code (AOI 3), evaluating initial fixations (F1), the duration of the first fixation (F2), and the total number of fixations (F3). The analysis using an ANOVA table reveals that the packaging (AOI 2) initially captured attention (F1), maintained the longest fixation duration (F2), and recorded the highest total number of fixations (F3), with a p-value of 0, indicating a significant difference. The Tukey test shows no significant differences between the Background and the Linguistic Code among the three products evaluated. However, the packaging of the black tea is perceived distinctly compared to the mandarin and hibiscus flavors. These findings underscore the importance of packaging design in capturing and retaining consumer attention, highlighting significant differences in attention to various visual elements. The integration of these visual neuromarketing strategies enables companies to design persuasive user experiences, fostering consumer loyalty and sensory satisfaction.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.O artigo explora as respostas do cérebro dos consumidores a estímulos visuais específicos para otimizar as estratégias de marketing e entender seu comportamento. Usando técnicas de rastreamento ocular, ele analisa as reações dos consumidores a publicações de bebidas no Instagram. A pesquisa se concentra em três áreas de interesse: Fundo (AOI 1), Embalagem (AOI 2, incluindo o rótulo) e Código Linguístico (AOI 3), avaliando as fixações iniciais (F1), a duração da primeira fixação (F2) e o número total de fixações (F3).  A análise por meio de uma tabela ANOVA revela que a embalagem (AOI 2) captou a atenção inicialmente (F1), manteve a maior duração de fixação (F2) e registrou o maior número total de fixações (F3), com um valor de p de 0, indicando uma diferença significativa. O teste de Tukey não mostra diferenças significativas entre o código de fundo e o código linguístico entre os três produtos avaliados. Entretanto, a embalagem do chá preto é percebida de forma distinta em comparação com os sabores de tangerina e hibisco.  Essas descobertas ressaltam a importância do design da embalagem para capturar e reter a atenção do consumidor, destacando diferenças significativas na atenção a vários elementos visuais. A integração dessas estratégias de neuromarketing visual permite que as empresas criem experiências de usuário persuasivas, promovendo a fidelidade do consumidor e a satisfação sensorial. Universidad Andina Simón Bolívar, Sede Ecuador2025-07-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdftext/htmltext/xmlapplication/ziphttps://revistas.uasb.edu.ec/index.php/eg/article/view/474010.32719/25506641.2025.18.3Estudios de la Gestión: Revista Internacional de Administración; No. 18 (2025): Integrated Perspectives on 21th Century Marketing; 59-85Estudios de la Gestión: Revista Internacional de Administración; Núm. 18 (2025): Perspectivas integradas en el marketing del siglo XXI; 59-85Estudios de la Gestión: Revista Internacional de Administración; n. 18 (2025): Perspectivas integradas no marketing do século XXI; 59-852661-65132550-6641reponame:Revista Estudios de la Gestióninstname:Universidad Andina Simón Bolivarinstacron:UASBengspahttps://revistas.uasb.edu.ec/index.php/eg/article/view/4740/5599https://revistas.uasb.edu.ec/index.php/eg/article/view/4740/5707https://revistas.uasb.edu.ec/index.php/eg/article/view/4740/5708https://revistas.uasb.edu.ec/index.php/eg/article/view/4740/6262Derechos de autor 2025 Estudios de la Gestión: Revista Internacional de Administracióninfo:eu-repo/semantics/openAccess2026-06-26T17:58:42Zoai:revistas.uasb.edu.ec:article/4740Portal de revistashttps://revistas.uasb.edu.ec/index.php/egInstitución privadahttp://www.uasb.edu.ec/https://revistas.uasb.edu.ec/index.php/eg/oaiEcuador2661-65132661-6513opendoar:.2026-06-26T17:58:42falsePortal de revistashttps://revistas.uasb.edu.ec/index.php/egInstitución privadahttp://www.uasb.edu.ec/https://revistas.uasb.edu.ec/index.php/eg/oaiEcuador2661-65132661-6513opendoar:.2026-06-26T17:58:42Revista Estudios de la Gestión - Universidad Andina Simón Bolivarfalse
score 15,228081

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