Neuromarketing and Perception of the Well-being of Human Talent: A Preliminary Approach for Latin America


  • Mario Alberto de la Puente Pacheco Universidad del Norte, Colombia
  • Mauro Maury Campo Corporacion Universitaria Minuto de Dios (UNIMINUTO), Colombia


Neurocommunication, case study, human talent, neuromarketing, Colombia


This study examines the effectiveness of the theory of the somatic marker in the changes of perception of human capital from neuro communication campaigns, following Mauri’s (2022) approach. A diagnostic test was applied to thirty-five employees of the administration department of the Rafael Belloso Chacin University (URBE) to verify their previous knowledge in marketing, a pretest based on the four variables of Wellman et al. (2018), a post-test after teaching neuromarketing concepts for three months that would allow adjusting their perception of said educational organization, and a focus group to identify the most relevant ideas on the experiment. Neuromarketing campaigns were found to adjust the perception of organizational favorability, presenting results like those of Mauri (2022). This study contributes to identifying alternative ways to verify the effectiveness of internal marketing campaigns in organizations of various sizes in Latin America.


Author Biographies

Mario Alberto de la Puente Pacheco, Universidad del Norte, Colombia

Department of Political Science and International Relations, Universidad Del Norte, Barranquilla, Colombia.

Mauro Maury Campo, Corporacion Universitaria Minuto de Dios (UNIMINUTO), Colombia

Corporacion Universitaria Minuto de Dios, UNIMINUTO, Grupo de investigación: DESOGE – Desarrollo Social Gerencial, Barranquilla, Colombia, 


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