Neuroscience and marketing: influence of color in the predisposition to buy in users of social networks
In this work, the predisposition to purchase generic products and recognized brands is evaluated with respect to the predominant color used in advertisements published on social networks. The analysis was performed on a sample of seventy-one individuals, segmented as users of social networks between...
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| Autor principal: | |
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| Altres autors: | , , , |
| Format: | article |
| Idioma: | espanyol |
| Publicat: |
2020
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| Accés en línia: | https://revistas.utp.ac.pa/index.php/ric/article/view/2613 https://ridda2.utp.ac.pa/handle/123456789/12175 |
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| Sumari: | In this work, the predisposition to purchase generic products and recognized brands is evaluated with respect to the predominant color used in advertisements published on social networks. The analysis was performed on a sample of seventy-one individuals, segmented as users of social networks between the ages of 18 and 25. The primary colors of the visible color spectrum (red, yellow and blue) were considered according to the traditional color model. This study is framed in the field of neuromarketing, considered as the application of neuroscience techniques to the marketing of products and services. The methodology used is based on the collection of documentary information, application of instruments for the collection of sample data and interviews with specialists in psychology and neuromarketing. The results show that the use of primary colors as predominant colors in the ads published on social networks could be a factor in the willingness to buy the advertised products. |
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