Neuromarketing: exploring the mind of digital consumer with biometrics techniques
Keywords:
Neuromarketing, eye tracking, digital consumer, e-commerce, CubatravelAbstract
The research described the benefits of neuroscience to traditional marketing in the Cuban tourism
sector, specifically in electronic commerce, a fusion achieved through Neuromarketing. This
seeks to know the cognitive processes of the consumer: attention, emotion and memory, which determine their behavior face of advertising stimuli during the purchase process. The object of study was the Cubatravel portal of Ministry of Tourism. Web analytics and customer survey tools were applied as an eye-tracking simulation experiment, a biometric neuroscience technique. Neuroscience, psychology, tourism and informatics specialists were interviewed. It was determined that the portal requires a process of improvement, essentially its attractiveness, usability and web quality, as it does not meet many of the expectations of its users in terms of information and promotional effectiveness. A neuromarketing and graphic neurodesign was proposed for the generation of emotions, interactivity and creative narratives.
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Copyright (c) 2021 Soima Rosa Méndez-Lazo, Sacha Lazo-del Vallín, Yasser Vázquez-Alfonso
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