Neurociencias y estrategia publicitaria: redefiniendo el rol del inconsciente

Authors

  • Nuria Serrano Abad
  • Cristina de Balanzó Bono

Keywords:

advertising, unconscius, cognitive neuroscience, emotion, memory

Abstract

This paper reviews and questions the usually negative perception of the relationship between the unconscious and advertising. The objective is to acknowledge the relevance of the unconscious in the behavior of consumers, by providing a new point of view based on the innovative findings of cognitive neuroscience and biometric techniques. Specifically, the paper highlights recent studies on emotion, (implicit) memory, and creativity, focusing on their implication in the advertising process. The intention of this paper is not only to reconsider past theories but also to open our eyes to recent scientific findings that may well mean a new way of understanding how advertising works, giving new value to the unconscious.

Downloads

Download data is not yet available.

Downloads

Published

2011-09-01

How to Cite

Serrano Abad, N. ., & de Balanzó Bono, C. . (2011). Neurociencias y estrategia publicitaria: redefiniendo el rol del inconsciente. Tripodos, (28), 35–50. Retrieved from https://tripodos.com/index.php/Facultat_Comunicacio_Blanquerna/article/view/1122

Issue

Section

Monograph

Most read articles by the same author(s)

Similar Articles

1 2 3 4 5 6 7 > >> 

You may also start an advanced similarity search for this article.