Estudio de neuromarketing sobre cómo la música afecta las decisiones de compra del consumidor

Content Provider	Semantic Scholar
Author	Teixé, Andrea Morral
Copyright Year	2015
Abstract	Studies show that playing music in stores can influence consumer behaviour. Does this fact depend on the genre or type of music? The answer to this question can be investigated using neuromarketing techniques designed to study how the human brain reacts to marketing stimuli. The aim of this study is to analyse the brain activity that occurs from certain visual and auditory stimuli through a non-invasive technique widely used in studies of this field: the electroencephalogram (EEG). The obtained data is filtered and then processed to extract emotional descriptors that indicate whether the subject is excited or relaxed (Arousal) and whether this is a positive or a negative emotion (Valence). To the values obtained at this stage, a machine-learning algorithm will be applied to determine the existence of a pattern of conduct in order to get to predict, in a particular scenario, consumer behaviour and so answer the question whether music and genre influence our purchasing decisions.
File Format	PDF HTM / HTML
Alternate Webpage(s)	https://repositori.upf.edu/bitstream/handle/10230/25409/MorralTeixe_2015.pdf?isAllowed=y&sequence=1
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article