Neuromarketing and Perception of the Well-being of Human Talent: A Preliminary Approach for Latin America
Keywords:
Neurocommunication, case study, human talent, neuromarketing, ColombiaAbstract
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.
References
Cabrera-Paniagua, D., & Rubilar-Torrealba, R. (2021). Affective autonomous agents for supporting investment decision processes using artificial somatic reactions. Journal of Ambient Intelligence and Humanized Computing, 1-20. https://link.springer.com/article/10.1007/s12652-021-03319-1
de la Puente Pacheco, M. A., de Oro Aguado, C. M., Lugo Arias, E., Rico, H., & Cifuentes, D. (2021). Local Accreditation in Outpatient Care as an Alternative to Attract Foreign Patients to Colombian Medical Travel: A Case Study in the City of Barranquilla. SAGE Open, 11(4), 21582440211052553. https://journals.sagepub.com/doi/full/10.1177/21582440211052553
De La Puente Pacheco, M. A., & Maury Campo, M. (2020). Riesgos y beneficios del turismo médico en países en vías de desarrollo en el periodo 2015 a 2019. Revista de Economía del Caribe, (25), 53-65. DOI: http://dx.doi.org/10.14482/ecoca.25.658.4
Ferland, J. M. N., Hynes, T. J., Hounjet, C. D., Lindenbach, D., Haar, C. V., Adams, W. K., ... & Winstanley, C. A. (2019). Prior exposure to salient win-paired cues in a rat gambling task increases sensitivity to cocaine self-administration and suppresses dopamine efflux in nucleus accumbens: support for the reward deficiency hypothesis of addiction. Journal of Neuroscience, 39(10), 1842-1854. DOI: https://doi.org/10.1523/jneurosci.3477-17.2018
Kandel, E. (2000). Principles of Neural science. New York, USA: McGraw Hill.
Kotler, P. (2018). Why broadened marketing has enriched marketing. AMS Review, 8, 20-22. DOI: https://doi.org/10.1007/s13162-018-0112-4
Landazury, L., Lugo Arias, E., Rico, H., de la Puente, M., & Cifuentes, D. (2022). Diagnosis and Proposal of a Management and Innovation Model in Palm Oil Exporting Companies: The Case of Colombia. The International Trade Journal, 1-12. https://www.tandfonline.com/doi/full/10.1080/08853908.2022.2036273
Ling, S., Raine, A., Gao, Y., & Schug, R. (2018). The mediating role of emotional intelligence on the autonomic functioning–Psychopathy relationship. Biological psychology, 136, 136-143. https://www.sciencedirect.com/science/article/pii/S0301051118303983
Lowe, S., Kainzbauer, A., & Ngamcharoenmongkol, P. (2019). Conceptual blending of meanings in business marketing relationships. Journal of Business & Industrial Marketing. https://www.emerald.com/insight/content/doi/10.1108/JBIM-10-2017-0247/full/html
Mauri, M. (2022). Neuromarketing aplicado a la gestión de la neuro comunicación y desarrollo organizacional en las pymes: el caso de barranquilla (Colombia). (Tesis doctoral inédita). Departamento de Administración Gerencial. Universidad Benito Juárez. México.
Ojha, S. C. (2020). Role of somatic markers in consumer durable brand selection in e-retail. International Journal of Business Forecasting and Marketing Intelligence, 6(1), 1-16. https://www.inderscienceonline.com/doi/abs/10.1504/IJBFMI.2020.109279
Poppa, T., & Bechara, A. (2018). The somatic marker hypothesis: revisiting the role of the ‘body-loop’in decision-making. Current opinion in behavioral sciences, 19, 61-66. https://www.sciencedirect.com/science/article/pii/S2352154617300736
Rico, H., Mercado, S. B., & de la Puente, M. (2021). Configuración de los discursos de poder a través de la ritualización de la belleza en la sociedad contemporánea. Revista de filosofía, 38(99), 49-64. https://dialnet.unirioja.es/servlet/articulo?codigo=8153500
Rigby, D. (2001). Management tools and techniques: A survey. California management review, 43(2), 139-160. DOI: https://doi.org/10.2307/41166079
Schmitz, M., Müller, L. E., Schulz, A., Kleindienst, N., Herpertz, S. C., & Bertsch, K. (2020). Heart and brain: cortical representation of cardiac signals is disturbed in borderline personality disorder, but unaffected by oxytocin administration. Journal of Affective Disorders, 264, 24-28. https://www.sciencedirect.com/science/article/pii/S0165032719311905
Shen, W., Tong, Y., Yuan, Y., Zhan, H., Liu, C., Luo, J., & Cai, H. (2018). Feeling the insight: Uncovering somatic markers of the “aha” experience. Applied psychophysiology and biofeedback, 43(1), 13-21. https://link.springer.com/article/10.1007/s10484-017-9381-1
Wellmann, R., Borden, B. A., Danahey, K., Nanda, R., Polite, B. N., Stadler, W. M., ... & O'Donnell, P. H. (2018). Analyzing the clinical actionability of germline pharmacogenomic findings in oncology. Cancer, 124(14), 3052-3065. https://acsjournals.onlinelibrary.wiley.com/doi/full/10.1002/cncr.31382
Xu, F., Xiang, P., & Huang, L. (2020). Bridging ecological rationality, embodied emotion, and neuroeconomics: Insights from the somatic marker hypothesis. Frontiers in Psychology, 11, 1028. https://www.frontiersin.org/articles/10.3389/fpsyg.2020.01028/full
Published
Issue
Section
License
I, ____________________________________________, author of the work and/ or article, adult, residing in the city of _________________, bearing the Identity Card/Passport n.° ______________________, issued in _______________________, in command of his/her/their physical and mental faculties, party hereinafter referred to as AUTHOR, signs the following authorization so the reproduction, publication, communication and distribution of the work can be done, under the following terms:
1. That, regardless of existing legal regulations due to the relationship of the parties to this contract, and any other existing legal presumption, the parties agree that the AUTHOR authorizes the Universidad del Norte, with the purpose of reproduce, publish, communicate and distribute the material called in the Revista de Economía del Caribe.
2. That such authorization apply to the copyright of the work, by any means, known or to be known, the public communication of the work, and the distribution of the work, directly or by third parties, purely educational purposes.
3. The AUTHOR undertakes to inform and declare the existence of this authorization and to preserve the right of the journal Revista de Economía del Caribe to the first publication of the work.
4. The AUTHOR states that the article is original and his/her/their exclusive creation, there being no impediment of any kind for the authorization he/she/they is/are giving, responding thereto by any action: claim, plagiarism or any other type of complaint that might arise about.
5. That such authorization is granted for free.
6. The moral rights of the author on the article correspond exclusively to the AUTHOR, in virtue of which, the Universidad del Norte agrees to expressly and rigorously recognize and respect them.
