El uso del neuromarketing y del marketing sensorial en los eventos: un estudio de caso

Abstract

From the last decades of the twentieth century it has implemented various marketing techniques derived from studies conducted in different areas of knowledge, such as psychology or neuroscience. Because of these investigations, it has been identified several elements that influence the decision making of consumers without them being aware that they are under the influence of external factors that motivate them to choose one brand over others. This studyproposes an approach to the use of neuromarketing and sensory marketing techniques in a promotional event by the Japanese automotive multinational corporation Suzuki in November 2015 in the municipality of Boadilla del Monte (Madrid, Spain). A case study is performed using the technique of direct observation and, in a complementary way, a brief survey has been applied to some of the event guests as a feedback. The results of the analysis show a potentiation effect of the lived experience in the event due to the use of techniques that aim to stimulate the senses and act positively in the memory of the brand. The study highlights the importance of deepening research on using different techniques of neuromarketing and sensory marketing in events, object barely analyzed in academic environment.