Neurociencia y Mercadeo: Influencia del Color en la Predisposición de Compra en Usuarios de Redes Sociales

Abstract

Neuromarketing is the application of neuroscience techniques to marketing. Its objective is to know and understand the levels of attention that people show to different stimuli. In this way it is about explaining the behavior of people from the base of their neuronal activity.
The main objective of the study is to assess whether the use of primary colors used in advertisements on social networks designed using the Neuromarketing technique affects the predisposition to purchase a product in individuals between 15 and 25 years.
The methodology used is based on the collection of information, the preparation of surveys, interviews with a Neuromarketing specialist directly to obtain clarifications about the topic, analysis of the data obtained and improvement proposals. For more information, we consulted with a psychologist specializing in neuropsychology, Abdel Solís and neuromarketing specialist Carlos Rosales, who offered their views regarding neuromarketing in their areas of expertise.
According to the information gathered to the experts, neuromarketing is changing with the arrival of the online world, this provides great benefits to entrepreneurs who try to promote the image of their products. Currently, companies can track the shopping habits of their customers, every time they click to buy or to enter a page, this information is recorded; allowing the modern entrepreneur to know perfectly the behavior of the consumer in his online world. In addition, in aspects of neuropsychology, the stimulus that arrives most quickly is the visual one, since its route of entry is direct towards the occipital lobe; being this the lobe in charge of processing the images. The neuropsychologist Abdel Solís affirms that the visual stimuli about a product, like the colors, connect with the emotions, getting to change the original perception of said product.
The definition of color from a psychological perspective must refer to a state of consciousness of the human being, where when a color is observed an impulse is retransmitted to the visual organs that cause chemical alterations and reactions in them. In turn, these reactions produce nerve impulses to the brain that impress him in some way (Malfitano, 2007, p.136). [1]
The survey was answered by 83.1% young people between 18-21 years, 64.8% female gender and 69% of the respondents, had an academic degree. Some of the results obtained were: The most used social network is Instagram, with 91.4%, it is also the social network perceived with the greatest publicity, with 69%; the aspects that most attract the attention of the commercials are content with 54.9% and color with 28.2%; 43.7% considered that sometimes they acquire products that they did not need to acquire thanks to the advertisements of the social networks; followed by regularly with 22.5%; 54.9% considered that the aspect that stands out the most in advertisements is color; the colors that are most observed in the advertisements are the primary colors (red, yellow and blue), with 84.5%; in the scale of 1 to 10 on the influence of social network advertising on the perception of a product, 26.2% chose the number 6, followed by the number 7 with 24.6%; when choosing which object called the most attention of the presented sample, a can of Coca-Cola (whose image protrudes the primary red color), followed by the package of Lays (whose image excels the primary yellow color) with 22.9% ; 33.8% of the respondents relied on the color for the choice of their answer in the previous question.
In short, the most used social network and the one that has more publicity is Instagram, so that young people are exposed daily to doses of advertising, these advertisements affect the perception that young people present towards a product, the stimuli that affect the main perception of a product is the colors, the primary colors (red, blue and yellow) are the most striking and are perceived mainly by the stimulus of sight. So young people seeing these colors in advertisements, immediately focus on the ad, leading them to buy products that really did not consider necessary.