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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| Other Authors: | , , , |
| Format: | article |
| Language: | Spanish |
| Published: |
2020
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| Online Access: | https://revistas.utp.ac.pa/index.php/ric/article/view/2613 https://ridda2.utp.ac.pa/handle/123456789/12175 |
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| _version_ | 1869652454085230592 |
|---|---|
| author | Membreño, Isabella |
| author2 | Rodríguez, Briggitte González, Loreli Castillero, Ericka Cattafi, Ricardo |
| author2_role | author author author author |
| author_browse | Castillero, Ericka Cattafi, Ricardo González, Loreli Membreño, Isabella Rodríguez, Briggitte |
| author_facet | Membreño, Isabella Rodríguez, Briggitte González, Loreli Castillero, Ericka Cattafi, Ricardo |
| author_role | author |
| collection | Repositorio Institucional de documento digitales de acceso abierto de la UTP |
| dc.creator.none.fl_str_mv | Membreño, Isabella Rodríguez, Briggitte González, Loreli Castillero, Ericka Cattafi, Ricardo |
| dc.date.none.fl_str_mv | 2020-06-30 2021-04-21T15:47:58Z 2021-04-21T15:47:58Z |
| dc.format.none.fl_str_mv | application/pdf |
| dc.identifier.none.fl_str_mv | https://revistas.utp.ac.pa/index.php/ric/article/view/2613 10.33412/rev-ric.v6.1.2613 https://ridda2.utp.ac.pa/handle/123456789/12175 |
| dc.language.none.fl_str_mv | spa |
| dc.publisher.none.fl_str_mv | Universidad Tecnológica de Panamá |
| dc.relation.none.fl_str_mv | https://revistas.utp.ac.pa/index.php/ric/article/view/2613/3357 |
| dc.rights.none.fl_str_mv | info:eu-repo/semantics/openAccess https://creativecommons.org/licenses/by-nc-sa/4.0/ |
| dc.source.none.fl_str_mv | 2413-6786 2412-0464 Revista de Iniciación Científica; Vol. 6 Núm. 1 (2020): Revista de Iniciación Científica; 53-58 reponame:Repositorio Institucional de documento digitales de acceso abierto de la UTP instname:Universidad Tecnológica de Panamá instacron:U Tecnológica de Panamá |
| dc.title.none.fl_str_mv | Neuroscience and marketing: influence of color in the predisposition to buy in users of social networks Neurociencia y mercadeo: influencia del color en la predisposición de compra en usuarios de redes sociales |
| dc.type.none.fl_str_mv | info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
| description | 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. |
| eu_rights_str_mv | openAccess |
| format | article |
| id | lrtest_09fbb04d94eec731a452fd4c6073ea07 |
| identifier_str_mv | 10.33412/rev-ric.v6.1.2613 |
| instacron_str | U Tecnológica de Panamá |
| institution | U Tecnológica de Panamá |
| instname_str | Universidad Tecnológica de Panamá |
| language | spa |
| network_acronym_str | lrtest |
| network_name_str | lr |
| oai_identifier_str | oai:ridda2.utp.ac.pa:123456789/12175 |
| publishDate | 2020 |
| publishDateSort | 2020 |
| publisher.none.fl_str_mv | Universidad Tecnológica de Panamá |
| reponame_str | Repositorio Institucional de documento digitales de acceso abierto de la UTP |
| repository.mail.fl_str_mv | |
| repository.name.fl_str_mv | |
| repository_id_str | |
| rights_invalid_str_mv | https://creativecommons.org/licenses/by-nc-sa/4.0/ |
| spelling | Neuroscience and marketing: influence of color in the predisposition to buy in users of social networksNeurociencia y mercadeo: influencia del color en la predisposición de compra en usuarios de redes socialesMembreño, IsabellaRodríguez, BriggitteGonzález, LoreliCastillero, ErickaCattafi, RicardoIn 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.En este trabajo se evalúa la predisposición de compra de productos genéricos y de marcas reconocidas con respecto al color predominante, utilizados en anuncios publicados en redes sociales. El análisis se realizó sobre una muestra de setenta y un individuos, segmentados como usuarios de redes sociales con edades entre 18 y 25 años. Se consideraron los colores primarios del espectro cromático visible (rojo, amarillo y azul) según el modelo tradicional de coloración. Este estudio está enmarcado en el ámbito de la neuromercadotecnia considerada como la aplicación de las técnicas de la neurociencia al mercadeo de productos y servicios. La metodología empleada está basada en la recopilación de información documental, aplicación de instrumentos de recolección de datos muestrales y entrevistas a especialistas en psicología y neuromercadotecnia. Los resultados muestran que el uso de los colores primarios como colores predominantes en los anuncios publicados en redes sociales podría ser un factor para la predisposición decompra de los productos anunciados.Universidad Tecnológica de Panamá2020-06-302021-04-21T15:47:58Z2021-04-21T15:47:58Zinfo:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://revistas.utp.ac.pa/index.php/ric/article/view/261310.33412/rev-ric.v6.1.2613https://ridda2.utp.ac.pa/handle/123456789/121752413-67862412-0464Revista de Iniciación Científica; Vol. 6 Núm. 1 (2020): Revista de Iniciación Científica; 53-58reponame:Repositorio Institucional de documento digitales de acceso abierto de la UTPinstname:Universidad Tecnológica de Panamáinstacron:U Tecnológica de Panamáspahttps://revistas.utp.ac.pa/index.php/ric/article/view/2613/3357info:eu-repo/semantics/openAccesshttps://creativecommons.org/licenses/by-nc-sa/4.0/oai:ridda2.utp.ac.pa:123456789/121752021-05-17T21:19:48Z |
| spellingShingle | Neuroscience and marketing: influence of color in the predisposition to buy in users of social networks Membreño, Isabella |
| status_str | publishedVersion |
| title | Neuroscience and marketing: influence of color in the predisposition to buy in users of social networks |
| title_full | Neuroscience and marketing: influence of color in the predisposition to buy in users of social networks |
| title_fullStr | Neuroscience and marketing: influence of color in the predisposition to buy in users of social networks |
| title_full_unstemmed | Neuroscience and marketing: influence of color in the predisposition to buy in users of social networks |
| title_short | Neuroscience and marketing: influence of color in the predisposition to buy in users of social networks |
| title_sort | Neuroscience and marketing: influence of color in the predisposition to buy in users of social networks |
| url | https://revistas.utp.ac.pa/index.php/ric/article/view/2613 https://ridda2.utp.ac.pa/handle/123456789/12175 |