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Authors
Advisor(s)
Abstract(s)
Os investigadores e os profissionais de marketing debatem-se por um problema
cada vez mais premente, que é o conhecimento do consumidor, de como se
formulam as suas preferências, como processam estímulos, como decide e
porque toma certas decisões.
Esta tese tenta efectuar uma abordagem a um campo do saber recente, o
neuromarketing, e, com o conhecimento que já se obteve dele, fornecer
informação relevante sobre o comportamento do consumidor, nomeadamente o
seu processo de decisão.
É esboçada uma definição de neuromarketing e é feito o seu enquadramento,
fornecendo motivos para a sua existência.
Fornece de seguida conhecimento sobre as tecnologias utilizadas para
interpretar as reacções do cérebro humano a estímulos, e explica o
funcionamento básico deste.
Uma interpretação da leitura disponível é efectuada no sentido de compreender
a influência do afecto e da cognição na tomada de decisão. É fornecido
conhecimento sobre as estruturas neurais que estão envolvidas nesse processo,
e sugere-se que estruturas como o a amígdala, o córtex ventromediano préfrontal,
a ínsula e o córtex cingulado anterior são importantes para a tomada de
decisão.
Por fim é efectuada uma análise das considerações éticas a ter perante o
neuromarketing e dão-se alguns conselhos de como este pode ir de encontro a
padrões éticos exigentes.
Marketing researchers and professionals are debating for an increasingly troubling issue, which is the knowledge of the consumer, how his preferences are built, how the stimuli is processed, how he decides and why he makes such decisions. This thesis tries to build an approach to a recent field of knowledge, neuromarketing, and with the knowledge it has already come from it, provide relevant information about consumer behaviour, namely its decision process. It's made an attempt at defining neuromarketing, and are given motives for its existence. Next, knowledge about neuroimaging technologies is provided, and explains their basic functioning, and how they interpret brain images. An interpretation of the available literature is made to try to comprehend the influence of affect and cognition on decision making. Knowledge is provided about the neural structures involved in that process and it is suggested that structures such as the amygdale, the ventromedial prefrontal cortex, the insula and the anterior cingulated cortex are important structures for decision making. At last, an analysis on the ethical safeguards to have with neuromarketing is made, and some advise are given in order for it to meet demanding ethical demands.
Marketing researchers and professionals are debating for an increasingly troubling issue, which is the knowledge of the consumer, how his preferences are built, how the stimuli is processed, how he decides and why he makes such decisions. This thesis tries to build an approach to a recent field of knowledge, neuromarketing, and with the knowledge it has already come from it, provide relevant information about consumer behaviour, namely its decision process. It's made an attempt at defining neuromarketing, and are given motives for its existence. Next, knowledge about neuroimaging technologies is provided, and explains their basic functioning, and how they interpret brain images. An interpretation of the available literature is made to try to comprehend the influence of affect and cognition on decision making. Knowledge is provided about the neural structures involved in that process and it is suggested that structures such as the amygdale, the ventromedial prefrontal cortex, the insula and the anterior cingulated cortex are important structures for decision making. At last, an analysis on the ethical safeguards to have with neuromarketing is made, and some advise are given in order for it to meet demanding ethical demands.
Description
Mestrado em Marketing.
Keywords
Marketing Comportamento do Consumidor Neuropsicologia Tomada de Decisão Afecto Cognição Marketing Consumer Behaviour Neuropsychology Decision making Affect Cognition.
Pedagogical Context
Citation
Ventura, Henrique José Pereira ( 2008). " As neurociências na investigação em marketing: o chamado neuromarketing e o exemplo da emoção e da cognição no processo de decisão de compra do consumidor". Dissertação de Mestrado, Universidade Técnica de Lisboa. Instituto Superior de Economia e Gestão.
Publisher
ISEG