Metodología de neuromarketing: medición de Sociograph aplicada al análisis de la narrativa audiovisual erótica y sus aplicaciones a la estrategia de mercadotecnia

Abstract

We present a neuromarketing research study with the intention of verifying the ability of the Sociograph technique so we can evaluate the reactions (attention and emotion-wise) in the viewing of erotic material and verify if the technique is capable of discriminating differential reactions that can be effectively applied in marketing strategies. A practical application of the electrodermal signal (EDA) is presented as a methodology to measure group behavior, using Sociograph technology. An exploratory study is proposed in which the attention and emotional response of two groups (males N=8 and women N=8) in the viewing of erotic material is analyzed. The results indicate a differentiated activation pattern. While both groups show high initial activation, only the male group reduces their activation during the most erotic parts. Possible applications to marketing strategies according to the results and the need to include methodologies from the field of neuroscience to consumer study are proposed in which the different scenarios of the viewing of the material are contemplated, which allow evaluating the subjects' responses both in situations of individual viewing and in group viewings