{"id":160652,"date":"2025-10-03T18:13:02","date_gmt":"2025-10-03T23:13:02","guid":{"rendered":"https:\/\/www.uv.mx\/prensa\/?p=160652"},"modified":"2025-10-03T18:13:02","modified_gmt":"2025-10-03T23:13:02","slug":"neuromarketing-clave-para-comprender-al-consumidor-y-generar-lealtad","status":"publish","type":"post","link":"https:\/\/www.uv.mx\/prensa\/general\/neuromarketing-clave-para-comprender-al-consumidor-y-generar-lealtad\/","title":{"rendered":"Neuromarketing, clave para comprender al consumidor y generar lealtad"},"content":{"rendered":"<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><i><span data-contrast=\"auto\">En clase espejo, el experto Rolando Antonio Eslava dijo que las emociones determinan la fidelidad a una marca<\/span><\/i><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><i><span data-contrast=\"auto\">Imparti\u00f3 conferencia a estudiantes de la Facultad de Contadur\u00eda y Administraci\u00f3n de la Universidad Veracruzana (UV)<\/span><\/i><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\"><i><span data-contrast=\"auto\">El estudio y an\u00e1lisis permite predecir comportamientos de consumo y dise\u00f1ar estrategias que generen h\u00e1bitos<\/span><\/i><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<div id=\"attachment_160598\" style=\"width: 732px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-160598\" class=\"wp-image-160598\" src=\"https:\/\/www.uv.mx\/prensa\/files\/2025\/10\/170925-PAOLA-Neuromarketing-1-100k.jpg\" alt=\"\" width=\"722\" height=\"320\" srcset=\"https:\/\/www.uv.mx\/prensa\/files\/2025\/10\/170925-PAOLA-Neuromarketing-1-100k.jpg 1853w, https:\/\/www.uv.mx\/prensa\/files\/2025\/10\/170925-PAOLA-Neuromarketing-1-100k-300x133.jpg 300w, https:\/\/www.uv.mx\/prensa\/files\/2025\/10\/170925-PAOLA-Neuromarketing-1-100k-1024x454.jpg 1024w, https:\/\/www.uv.mx\/prensa\/files\/2025\/10\/170925-PAOLA-Neuromarketing-1-100k-768x340.jpg 768w, https:\/\/www.uv.mx\/prensa\/files\/2025\/10\/170925-PAOLA-Neuromarketing-1-100k-1536x681.jpg 1536w, https:\/\/www.uv.mx\/prensa\/files\/2025\/10\/170925-PAOLA-Neuromarketing-1-100k-1200x532.jpg 1200w\" sizes=\"auto, (max-width: 722px) 100vw, 722px\" \/><p id=\"caption-attachment-160598\" class=\"wp-caption-text\">Rolando Antonio Eslava Zapata, especialista en creatividad e innovaci\u00f3n empresarial<\/p><\/div>\n<p><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><b><i><span data-contrast=\"auto\">Paola Cort\u00e9s P\u00e9rez<\/span><\/i><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><b><i><span data-contrast=\"auto\">Fotos: Omar Portilla Palacios<\/span><\/i><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><b><i><span data-contrast=\"auto\">03\/10\/2025, Xalapa, Ver.-<\/span><\/i><\/b><span data-contrast=\"auto\"> Comprender los deseos y motivaciones de los clientes es indispensable para fidelizarlos, y el <\/span><i><span data-contrast=\"auto\">neuromarketing<\/span><\/i><span data-contrast=\"auto\"> se ha convertido en una herramienta estrat\u00e9gica para lograrlo, asegur\u00f3 Rolando Antonio Eslava Zapata, especialista en creatividad e innovaci\u00f3n empresarial.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Lo anterior, durante la clase espejo \u201c<\/span><i><span data-contrast=\"auto\">Neuromarketing<\/span><\/i><span data-contrast=\"auto\"> y Lealtad del Cliente: Descifrando la Mente para Fidelizar\u201d, organizada por la Facultad de Contadur\u00eda y Administraci\u00f3n de la Universidad Veracruzana (UV).<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559731&quot;:708,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Explic\u00f3 que el <\/span><i><span data-contrast=\"auto\">neuromarketing<\/span><\/i><span data-contrast=\"auto\"> combina la neurociencia y la psicolog\u00eda para analizar las reacciones cerebrales y emocionales de los consumidores frente a distintos est\u00edmulos, con la finalidad de conocer los procesos mentales y comportamientos de compra, entender qu\u00e9 despierta su inter\u00e9s y qu\u00e9 genera emociones positivas que lo llevan a decidirse por una marca.<\/span><\/p>\n<p>&nbsp;<\/p>\n<div id=\"attachment_160599\" style=\"width: 732px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.uv.mx\/prensa\/files\/2025\/10\/170925-PAOLA-Neuromarketing-2-100k.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-160599\" class=\"wp-image-160599\" src=\"https:\/\/www.uv.mx\/prensa\/files\/2025\/10\/170925-PAOLA-Neuromarketing-2-100k.jpg\" alt=\"\" width=\"722\" height=\"313\" srcset=\"https:\/\/www.uv.mx\/prensa\/files\/2025\/10\/170925-PAOLA-Neuromarketing-2-100k.jpg 1846w, https:\/\/www.uv.mx\/prensa\/files\/2025\/10\/170925-PAOLA-Neuromarketing-2-100k-300x130.jpg 300w, https:\/\/www.uv.mx\/prensa\/files\/2025\/10\/170925-PAOLA-Neuromarketing-2-100k-1024x444.jpg 1024w, https:\/\/www.uv.mx\/prensa\/files\/2025\/10\/170925-PAOLA-Neuromarketing-2-100k-768x333.jpg 768w, https:\/\/www.uv.mx\/prensa\/files\/2025\/10\/170925-PAOLA-Neuromarketing-2-100k-1536x666.jpg 1536w, https:\/\/www.uv.mx\/prensa\/files\/2025\/10\/170925-PAOLA-Neuromarketing-2-100k-1200x521.jpg 1200w\" sizes=\"auto, (max-width: 722px) 100vw, 722px\" \/><\/a><p id=\"caption-attachment-160599\" class=\"wp-caption-text\">El experto imparti\u00f3 conferencia sobre <em>neuromarketing<\/em> a estudiantes de la Facultad de Contadur\u00eda y Administraci\u00f3n<\/p><\/div>\n<p><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559731&quot;:708,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">El estudio y an\u00e1lisis permite predecir comportamientos de consumo y dise\u00f1ar estrategias que generen h\u00e1bitos, por ejemplo: \u201cSi quiero lanzar una nueva bebida al mercado, necesito saber previamente qu\u00e9 reacci\u00f3n tendr\u00e1n los consumidores frente al envase, el color o el sabor. Con neuromarketing puedo anticipar esa respuesta y crear estrategias m\u00e1s efectivas\u201d.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559731&quot;:708,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Eslava Zapata ilustr\u00f3 c\u00f3mo las emociones determinan el valor percibido de un producto: \u201cSi un envase de agua com\u00fan cuesta un d\u00f3lar, pero otro envase decorado con oro y diamantes puede venderse en medio mill\u00f3n, no es por el l\u00edquido en s\u00ed, sino por la emoci\u00f3n y el significado que genera en el consumidor. La clave es influenciar en las emociones\u201d, destac\u00f3.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559731&quot;:708,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Para identificar qu\u00e9 est\u00edmulos visuales, auditivos o sensoriales impactan m\u00e1s en el cerebro del cliente, se utilizan t\u00e9cnicas como el electroencefalograma, la resonancia magn\u00e9tica funcional, el seguimiento ocular, el reconocimiento facial y la medici\u00f3n de reacciones en la piel.<\/span><\/p>\n<p>&nbsp;<\/p>\n<div id=\"attachment_160600\" style=\"width: 732px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-160600\" class=\"wp-image-160600\" src=\"https:\/\/www.uv.mx\/prensa\/files\/2025\/10\/170925-PAOLA-Neuromarketing-3-100k.jpg\" alt=\"\" width=\"722\" height=\"317\" srcset=\"https:\/\/www.uv.mx\/prensa\/files\/2025\/10\/170925-PAOLA-Neuromarketing-3-100k.jpg 1863w, https:\/\/www.uv.mx\/prensa\/files\/2025\/10\/170925-PAOLA-Neuromarketing-3-100k-300x132.jpg 300w, https:\/\/www.uv.mx\/prensa\/files\/2025\/10\/170925-PAOLA-Neuromarketing-3-100k-1024x450.jpg 1024w, https:\/\/www.uv.mx\/prensa\/files\/2025\/10\/170925-PAOLA-Neuromarketing-3-100k-768x338.jpg 768w, https:\/\/www.uv.mx\/prensa\/files\/2025\/10\/170925-PAOLA-Neuromarketing-3-100k-1536x675.jpg 1536w, https:\/\/www.uv.mx\/prensa\/files\/2025\/10\/170925-PAOLA-Neuromarketing-3-100k-1200x528.jpg 1200w, https:\/\/www.uv.mx\/prensa\/files\/2025\/10\/170925-PAOLA-Neuromarketing-3-100k-1140x500.jpg 1140w\" sizes=\"auto, (max-width: 722px) 100vw, 722px\" \/><p id=\"caption-attachment-160600\" class=\"wp-caption-text\">El <em>neuromarketing<\/em> combina la neurociencia y la psicolog\u00eda para analizar reacciones cerebrales y emocionales de los consumidores<\/p><\/div>\n<p><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559731&quot;:708,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cSon estudios costosos, por eso los realizan principalmente grandes empresas, pero sus hallazgos pueden servir tambi\u00e9n a las peque\u00f1as y medianas para adaptar sus estrategias\u201d, se\u00f1al\u00f3 el experto.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559731&quot;:708,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Adem\u00e1s, resalt\u00f3 la importancia del <\/span><i><span data-contrast=\"auto\">storytelling<\/span><\/i><span data-contrast=\"auto\"> en el <\/span><i><span data-contrast=\"auto\">marketing<\/span><\/i><span data-contrast=\"auto\"> actual, ya que generan identidad y permiten que el consumidor se vea reflejado en la marca.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559731&quot;:708,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cImpactar en las neuronas espejo, lograr que la gente piense \u2018si \u00e9l lo usa, yo tambi\u00e9n lo merezco\u2019, es un recurso poderoso en la construcci\u00f3n de lealtad\u201d, apunt\u00f3.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559731&quot;:708,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Finalmente, cit\u00f3 al especialista Peter Drucker: \u201cEl objetivo principal del <\/span><i><span data-contrast=\"auto\">neuromarketing<\/span><\/i><span data-contrast=\"auto\"> es decodificar los procesos que forman parte de la mente del consumidor, para descubrir sus deseos, ambiciones y causas que no vemos en sus decisiones de compra\u201d.<\/span><\/p>\n<p>&nbsp;<\/p>\n<div id=\"attachment_160601\" style=\"width: 732px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.uv.mx\/prensa\/files\/2025\/10\/170925-PAOLA-Neuromarketing-4-100k.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-160601\" class=\"wp-image-160601\" src=\"https:\/\/www.uv.mx\/prensa\/files\/2025\/10\/170925-PAOLA-Neuromarketing-4-100k.jpg\" alt=\"\" width=\"722\" height=\"318\" srcset=\"https:\/\/www.uv.mx\/prensa\/files\/2025\/10\/170925-PAOLA-Neuromarketing-4-100k.jpg 1858w, https:\/\/www.uv.mx\/prensa\/files\/2025\/10\/170925-PAOLA-Neuromarketing-4-100k-300x132.jpg 300w, https:\/\/www.uv.mx\/prensa\/files\/2025\/10\/170925-PAOLA-Neuromarketing-4-100k-1024x451.jpg 1024w, https:\/\/www.uv.mx\/prensa\/files\/2025\/10\/170925-PAOLA-Neuromarketing-4-100k-768x339.jpg 768w, https:\/\/www.uv.mx\/prensa\/files\/2025\/10\/170925-PAOLA-Neuromarketing-4-100k-1536x677.jpg 1536w, https:\/\/www.uv.mx\/prensa\/files\/2025\/10\/170925-PAOLA-Neuromarketing-4-100k-1200x529.jpg 1200w, https:\/\/www.uv.mx\/prensa\/files\/2025\/10\/170925-PAOLA-Neuromarketing-4-100k-1140x500.jpg 1140w\" sizes=\"auto, (max-width: 722px) 100vw, 722px\" \/><\/a><p id=\"caption-attachment-160601\" class=\"wp-caption-text\">Su estudio ayuda a descubrir los deseos, ambiciones y causas que derivan en la decisi\u00f3n de compra<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Combina la neurociencia y la psicolog\u00eda para analizar las reacciones cerebrales y emocionales frente a distintos est\u00edmulos, resalt\u00f3 Rolando Antonio Eslava al impartir ponencia en la Universidad Veracruzana<\/p>\n","protected":false},"author":1869,"featured_media":160602,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[45,15423,1,15424,61,51],"tags":[27824,699,27822,6462,4164,27823,27825,20311],"class_list":["post-160652","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ciencia","category-estudiantes","category-general","category-planta-academica","category-banner","category-tecnologia","tag-clase-espejo-neuromarketing-y-lealtad-del-cliente-descifrando-la-mente-para-fidelizar","tag-facultad-de-contaduria-y-administracion","tag-neuromarketing","tag-omar-portilla-palacios","tag-paola-cortes-perez","tag-rolando-antonio-eslava-zapata","tag-storytelling","tag-universidad-veracruzana-uv"],"_links":{"self":[{"href":"https:\/\/www.uv.mx\/prensa\/wp-json\/wp\/v2\/posts\/160652","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.uv.mx\/prensa\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.uv.mx\/prensa\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.uv.mx\/prensa\/wp-json\/wp\/v2\/users\/1869"}],"replies":[{"embeddable":true,"href":"https:\/\/www.uv.mx\/prensa\/wp-json\/wp\/v2\/comments?post=160652"}],"version-history":[{"count":1,"href":"https:\/\/www.uv.mx\/prensa\/wp-json\/wp\/v2\/posts\/160652\/revisions"}],"predecessor-version":[{"id":160655,"href":"https:\/\/www.uv.mx\/prensa\/wp-json\/wp\/v2\/posts\/160652\/revisions\/160655"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.uv.mx\/prensa\/wp-json\/wp\/v2\/media\/160602"}],"wp:attachment":[{"href":"https:\/\/www.uv.mx\/prensa\/wp-json\/wp\/v2\/media?parent=160652"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.uv.mx\/prensa\/wp-json\/wp\/v2\/categories?post=160652"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.uv.mx\/prensa\/wp-json\/wp\/v2\/tags?post=160652"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}