Neurocommunication, Neuromarketing and Advertising: consumer behavior

Authors

  • Coordinators: Dra. Almudena Barrientos-Báez Complutense University of Madrid image/svg+xml
  • Dr. Ubaldo Cuesta Universidad Complutense de Madrid
  • Marguerita Zito IULM University image/svg+xml

Keywords:

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

Abstract

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.

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Author Biographies

Coordinators: Dra. Almudena Barrientos-Báez, Complutense University of Madrid

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, Universidad Complutense de Madrid

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

Marguerita Zito, IULM University

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

Portada Monográfico M3

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Published

2023-05-04

How to Cite

Barrientos-Báez, A., Cuesta, U., & Zito, M. (2023). Neurocommunication, Neuromarketing and Advertising: consumer behavior. Revista Latina De Comunicación Social, (81). Retrieved from https://nuevaepoca.revistalatinacs.org/index.php/revista/article/view/2111

Issue

No. 81 (2023)

Section

Neurocommunication, Neuromarketing and Advertising: Consumer behavior in advertising.

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