Neuromarketing Digital y Comportamiento del Consumidor en Mercados Agroproductivos Locales: Revisión de Alcance Conforme a PRISMA-ScR y Agenda de Investigación
Resumen
El neuromarketing digital integra conocimientos sobre atención, emoción, memoria y confianza para comprender su relación con la intención de compra; sin embargo, su aplicación en mercados agroproductivos locales permanece insuficientemente estudiada. El objetivo de esta investigación fue analizar las principales estrategias de neuromarketing digital y examinar su aplicabilidad en contextos comerciales agroproductivos. Se realizó una revisión de alcance basada en un corpus de 64 documentos, conformado por 14 documentos institucionales de un proyecto de investigación, desarrollo e innovación y 50 fuentes científicas complementarias. Se aplicó una codificación temática al corpus institucional y las proposiciones identificadas se contrastaron narrativamente con la literatura científica. Los resultados permitieron establecer cinco núcleos temáticos: fluidez cognitiva; experiencia digital y confianza; estímulos neurosensoriales; influencia social; y tecnologías inmersivas y de medición, articulados mediante un eje ético y contextual. Entre las estrategias identificadas destacaron el diseño de experiencias de usuario simples, el storytelling emocional, la realidad aumentada, la reducción de la latencia, la personalización responsable, el marketing de influencia y la combinación de eye-tracking, electroencefalografía y respuesta electrodérmica. Se concluye que la aplicación del neuromarketing digital en mercados agroproductivos requiere validación empírica, triangulación metodológica, protección de datos y adaptación sociocultural. Como aporte, se propone una matriz conceptual y una agenda para futuras investigaciones en mercados locales del Azuay. El estudio se limita por la ausencia de búsquedas directas en bases académicas indexadas y por la falta de registro previo del protocolo.
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Derechos de autor 2026 Richard Antonio Martínez Villegas, Miguel Mauricio Cuesta Calderón, Jaime Stalin Izquierdo Ulloa
Esta obra está bajo licencia internacional Creative Commons Reconocimiento 4.0.
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