Neurocommunication, Neuromarketing and Advertising: consumer behavior

Portada Monográfico 3.EN

The management, direction and sale of products and services are considered constant challenges in the advertising sector, due to the direct interaction between communication specialists, creatives and clients. This is the reason for the growing interest of researchers in neurocommunication and neuromarketing to analyze the present object of study from the emotions and behavior of the consumer.

Advertising effectiveness is achieved from the Account Executive, Account professionals and supervisors, who are the first filter between the client and the rest of the team and collaborate directly with the idea producers. From here, Planning draws the line of strategy and Creatives organize the work according to the briefs. It will be the head of art who will execute the graphic and audiovisual parts. It is, therefore, a complex organizational chart made up of a spectrum of various professional specialties. The question we pose is: Does neurocommunication as a science help to communicate better, more effectively? What is the goal of neuromarketing? Increase sales? Define the strategy so that the advertising message reaches the target?

Advertising can be related to emotional intelligence and, therefore, to emotions inherently, since proper management of these by marketing and sales specialists will help to exceed customer expectations, their degree of satisfaction and as a consequence, it will increase the possibilities of creating engagement and/or brand loyalty. How is the result of this process translated? Most likely in benefits (Barrientos-Báez et al., 2023). A creative campaign directly affects customer satisfaction (Getty and Thompson, 1994). Therefore, based on the need to differentiate and offer an unforgettable and positive experience to customers who wish to acquire and live experiences, emotions begin to gain importance on the part of the managers and/or agents that are involved in this sector. It is, therefore, to provide quality, and thus obtain a competitive advantage within the market niche.

The consumer buys products and services, but also feelings and experiences that bring satisfaction and confidence from the emotions that emerge from them. That is why qualified and trained personnel are required both in aspects that pertain specifically to the field of advertising and sales, as well as in Artificial Intelligence, ICT and in neurocommunication/neuromarketing with the aim of having a professional relationship with the client who goes beyond the creation of advertising spaces.

In this issue of RLCS, the research community is invited to delve deeper into neurocommunication and the application of neuromarketing by and to increase the benefit of a company or institution, improve brand image, increase loyalty and favor the positive opinion of a product. or service by different and multiple population segments. Likewise, the monograph is open to contributions in the field of the temporal evolution of the study area, its techniques and tools.

  1. Digital marketing in the fashion and luxury brand sector.
  2. Influencers, storytelling and emotions: neuromarketing horizons.
  3. Artificial Intelligence in advertising from neurocommunication and neuromarketing.
  4. Perception of neuromarketing by certain population segments.
  5. Pupilometry, eye tracking, electroencephalography and galvanometry as neuromarketing tools.
  6. Ethics and deontology in neuromarketing research.
  7. Sensory marketing and the application of olfactory marketing in the commercial environment.
  8. Telemarketing: key players and social networks.
  9. The measurement of experiential marketing strategies.
  10. Shopping centers, supermarkets, social networks and covid-19: neuromarketing and humanization of the message.
  11. Theoretical-scientific review of the conceptual framework of emotion and feeling and its application to neuromarketing.
  12. Proposals for more efficient marketing strategies in social networks.
  13. The application of neuromarketing in the tourism industry.

Keywords: neurocommunication, neuromarketing, feelings, emotions, ICT, tourism, social networks, influencers, ethics, digital marketing.

Deadline: May 22, 2023

Coordinated by:

Dra. Almudena Barrientos-Báez

Almudena Barrientos

PhD with international mention Cum Laude in Education. Assistant Doctor at the Complutense University of Madrid. She was Director of the Enabling Master's Degree in Teacher Training at the European University of Madrid. Master in Event Protocol, Production, Organization and Design Management - COMMUNICATION area - (Univ. Camilo José Cela) and Master in Tourist Accommodation Management (Univ. Girona). Degree in Tourism (Univ. of La Laguna) and Diploma in Teaching (Univ. Valencia). Her research work is linked directly and also transversally to Neuromarketing, Neurocommunication, Gender, Social Networks, Communication, PR and ICT. She is part of the Project Public audiovisual media before the ecosystem of platforms: management models and evaluation of the reference public value for Spain, (PID2021-122386OB-I00), financed by the MCIN, AEI and FEDER, EU. Ministry of Science and Innovation. IP1 Miguel Túñez and IP2 Francisco Campos. Member of the Research Team: Communication and Education Cabinet. UAB Department of Journalism and Communication Sciences. She was co-host of the weekly program “Miceando, Turismo en Radio” for two years. Activate Radio. Co-director of the academic journal Communication and Information Sciences (HISIN) C1 in Communication DIALNET metrics and of the academic journal Communication and Health (Universidad Complutense of Madrid) C2 in Communication DIALNET metrics.

https://orcid.org/0000-0001-9913-3353

https://scholar.google.es/citations?user=jUHzsfIAAAAJ&hl=es

Dr. Ubaldo Cuesta

Ubaldo Cuesta

PhD in Psychology from UNED and Professor of Communication Psychology at the Complutense University of Madrid (UCM). Director of the Department of Communication Theories and Analysis of the UCM. Director of the UCM's own Master's Degree in Communication and Health for 5 years. Currently director of the Master's Degree in Advertising Management at UCM Wunderman Thompson and also of the Master's Degree in Television Management at UCM Telemadrid. Co-director of the Communication and Health Magazine of the UCM and of the Pensar la Publicidad magazine of the UCM. Former President of INICyS (International Institute of Communication and Health). Director of the UCM Abbvie Chair of Communication and Health, of the ONCE UCM Chair and of the Shopperlab UCM Campofrío Chair. Founder and Director of the Neurocommunication Laboratory of the TAC Department of the UCM.

Member of the Spanish Council on drug addiction and other addictions. Former Advertising Director of Citroën Hispania. Director of the consolidated research group of the UCM "Creation and psychosocial and cultural effects of audiovisual discourse".

https://orcid.org/0000-0001-7023-7132

https://scholar.google.com/citations?user=ysHqNCsAAAAJ&hl=en

Dra. Marguerita Zito

Marguerita Zito

PhD in Psychology at University of Turin and Assistant Professor at Università IULM in Milan. She teaches Consumer Psychology and Neuromarketing and Psychology of Communication. She is a Faculty Member of the Master’s Degree in Neuromarketing, Consumer Neuroscience and Market Research at Università IULM. Within these research areas, she also deals with organizational studies in the light of Work and Organizational Psychology and Neuromanagement. Researcher in both psychometric and neurometric areas, she published different papers on these topics. She is researcher at the Neuromarketing research centre “Behavior and Brain Lab” at Università IULM. She participates as topic editor in international journals in the field of neuromarketing and neuromanagement such as Frontiers in Psychology, Sustainability and Frontiers in Human Neuroscience.

https://orcid.org/0000-0002-5604-9693

https://scholar.google.com/citations?user=-zEbKo4AAAAJ&hl=it

References

Barrientos-Báez, A., Caldevilla-Domínguez, D. y Parra López, E. (2023). Neuroeducación e Inclusividad en el Marco de la Comunicación y el Turismo. Fronteiras: Journal of Social, Technological and Environmental Science, 11(4), 288-303. http://dx.doi.org/10.21664/2238-8869.2022v11i4.p 288-303  

Getty, J. M. y Thompson, K. N. (1994). A Procedure for Scaling Perceptions of Lodging Quality. Hospitality Research Journal, 18, 75-96. https://doi.org/10.1177/109634809401800206

 

This CFP is part of the framework of a Concilium project (931.791) of the Complutense University of Madrid, "Validation of communication models, neurocommunication, business, social networks and gender".