Aplicaciones de neuromarketing para general confianzaanálisis del turismo en Ecuador

Abstract

Information congruency and cognitive easiness to process the information generate trust. Social environments quickly react through emotions, meanwhile a slow thinking consumes more energy from consumer’s body and mind. This study identifies the applications of neuromarketing required to measure trust between the audience and a tourism audiovisual from an empathy perspective, and how the scientific neuromarketing basis for empathy allows to anticipate the estimation probability of an answer of a fast and a slow cognitive decision making process after the exposure of a tourism audiovisual stimuli in order to explain the generation of trust in a social environment. The experimental methodology utilized, which includes the experiment protocol, have been supervised by Dr. Paul J. Zak chief of the Center for Neuroeconomic Studies of Claremont Graduate University. Neuropsychophysiology data which estimate the empathy of 65 participants who reside in Claremont and its surroundings towards tourism advertisements from All you need is Ecuador campaign, was statistically analyzed with binary logistic regression to get the probability of an answer estimation towards a fast cognitive decision process resulting in 22.22% and a slow cognitive decision process resulting in 12.4%.