Neuromarketing e percepção do bem-estar do talento humano: uma abordagem preliminar para a América Latina
Palavras-chave:
Neuro comunicação, estudo de caso, talento humano, neuromarketing, ColômbiaResumo
Este estudo examina a eficácia da teoria do marcador somático nas mudanças de percepção do capital humano a partir de campanhas de neurocomunicação, seguindo a abordagem de Mauri (2022). Um teste diagnóstico foi aplicado a trinta e cinco funcionários do departamento de administração da Universidade Rafael Belloso Chacin (URBE) para verificar seus conhecimentos prévios em marketing, um pré-teste baseado nas quatro variáveis ??de Wellman et al. (2018), um pós-teste após o ensino de conceitos de neuromarketing por três meses que permitiria ajustar sua percepção sobre a referida organização educacional e um grupo focal para identificar as ideias mais relevantes sobre o experimento. Constatou-se que as campanhas de neuromarketing ajustaram a percepção de favorabilidade organizacional, apresentando resultados como os de Mauri (2022). Este estudo contribui para identificar formas alternativas de verificar a eficácia das campanhas de endomarketing em organizações de diversos portes na América Latina.
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