{"id":1018,"date":"2009-05-07T09:59:00","date_gmt":"2009-05-07T09:59:00","guid":{"rendered":"http:\/\/hamilton.global\/index.php\/2009\/05\/07\/neuromarketing-que-sucede-en-la-mente-del-consumidor\/"},"modified":"2009-05-07T09:59:00","modified_gmt":"2009-05-07T09:59:00","slug":"neuromarketing-que-sucede-en-la-mente-del-consumidor","status":"publish","type":"post","link":"https:\/\/hamilton.global\/fr\/neuromarketing-que-sucede-en-la-mente-del-consumidor\/","title":{"rendered":"Neuromarketing, que se passe-t-il dans la t\u00eate du consommateur ?"},"content":{"rendered":"<p>C&#039;est le premier article parmi ceux que nous allons consacrer au neuromarketing comme moyen de comprendre l&#039;attitude du consommateur dans une nouvelle perspective qui \u00e9chappe aux m\u00e9thodes de recherche traditionnelles.<\/p>\n<p>La discipline du neuromarketing nous aide \u00e0 comprendre objectivement, gr\u00e2ce \u00e0 la mesure de diff\u00e9rents stimuli, les r\u00e9actions subjectives d&#039;un individu \u00e0 ceux-ci.<\/p>\n<p>La recherche traditionnelle est bas\u00e9e sur l&#039;opinion consciente des individus, la recherche d\u00e9velopp\u00e9e gr\u00e2ce au Neuromarketing est bas\u00e9e sur les r\u00e9ponses inconscientes de l&#039;individu, de sa tension musculaire, de sa fr\u00e9quence cardiaque, de la r\u00e9ponse psychogalvanique et de l&#039;activit\u00e9 \u00e9lectrique du cerveau.<\/p>\n<p>. Analyse la r\u00e9ponse c\u00e9r\u00e9brale du consommateur (mesure de param\u00e8tres biom\u00e9triques) face aux sc\u00e9narios et aux diff\u00e9rents \u00e9l\u00e9ments de communication \u00e0 \u00e9valuer (messages, publicit\u00e9 sur le point de vente, brochures commerciales, tests de concepts, tout ce qui affecte la marque dans l&#039;achat processus de d\u00e9cision).<\/p>\n<p>. Interpr\u00e9ter et \u00e9tablir quelles \u00e9motions chacun des \u00e9l\u00e9ments \u00e0 analyser \u00e9veillent et dans quel sens ils s&#039;int\u00e8grent dans le processus d&#039;achat global pour, finalement, isoler quels \u00e9l\u00e9ments sont les plus susceptibles de le d\u00e9clencher.<\/p>\n<p>. Il analyse l&#039;esprit du consommateur dans la partie fondamentale du processus de d\u00e9cision d&#039;achat qui se produit entre le d\u00e9but et la fin de celui-ci, en d\u00e9terminant les principaux param\u00e8tres qui composent \u00ab l&#039;exp\u00e9rience \u00bb de consommation du client.<\/p>\n<p>L\u2019objectif g\u00e9n\u00e9rique est :<\/p>\n<p>R\u00e9duisez les risques commerciaux en concevant des produits\/concepts\/communications plus \u00e9troitement li\u00e9s \u00e0 ce que veut r\u00e9ellement le consommateur.<\/p>\n<p>Les autres objectifs sp\u00e9cifiques sont :<\/p>\n<p>. Savoir comment le syst\u00e8me nerveux traduit dans le langage du cerveau l\u2019\u00e9norme quantit\u00e9 de stimuli auxquels un consommateur est expos\u00e9.<\/p>\n<p>. Pr\u00e9dire le comportement du consommateur, s\u00e9lectionner les formats et le design en fonction des crit\u00e8res qui g\u00e9n\u00e9reront le plus une plus grande pr\u00e9disposition \u00e0 l&#039;achat.<\/p>\n<p>. D\u00e9velopper tous les aspects du marketing : produit, branding, positionnement, canaux,... avec le message le plus en ad\u00e9quation avec ce que le consommateur va consommer. Ce qui d\u00e9termine le succ\u00e8s, c\u2019est l\u2019impact \u00e9motionnel.<\/p>\n<p>. Comprendre et satisfaire les besoins et les attentes des clients.<\/p>\n<p>La dimension \u00e9motionnelle est latente en dessous du seuil de conscience. Toutes les marques, tous les produits ont la capacit\u00e9 potentielle d\u2019\u00e9veiller ces \u00e9motions.<\/p>\n<p>Gr\u00e2ce au Neuromarketing il est possible de les d\u00e9couvrir et de les faire remonter \u00e0 la surface.<\/p>\n<p><a href=\"http:\/\/1.bp.blogspot.com\/_QR59Narhi0I\/SgKzX5L1d0I\/AAAAAAAAACQ\/7d7pLcl-VNY\/s1600-h\/neuromarketing1.gif\"><img decoding=\"async\" style=\"cursor:pointer; cursor:hand;width: 400px; height: 264px;\" src=\"http:\/\/1.bp.blogspot.com\/_QR59Narhi0I\/SgKzX5L1d0I\/AAAAAAAAACQ\/7d7pLcl-VNY\/s400\/neuromarketing1.gif\" border=\"0\" alt=\"\"id=\"BLOGGER_PHOTO_ID_5333022131828913986\" \/><\/a><\/p>\n<p>\u00catre capable d&#039;obtenir des matrices d&#039;\u00e9motivit\u00e9 ou de rationalit\u00e9 pour les stimuli pr\u00e9sent\u00e9s\u00a0:<\/p>\n<p><a href=\"http:\/\/2.bp.blogspot.com\/_QR59Narhi0I\/SgKzjzP-IrI\/AAAAAAAAACY\/WP7_271YScU\/s1600-h\/neuromarketing2.gif\"><img decoding=\"async\" style=\"cursor:pointer; cursor:hand;width: 400px; height: 263px;\" src=\"http:\/\/2.bp.blogspot.com\/_QR59Narhi0I\/SgKzjzP-IrI\/AAAAAAAAACY\/WP7_271YScU\/s400\/neuromarketing2.gif\" border=\"0\" alt=\"\"id=\"BLOGGER_PHOTO_ID_5333022336394076850\" \/><\/a><\/p>\n<p><a href=\"http:\/\/3.bp.blogspot.com\/_QR59Narhi0I\/SgKzvhtcFCI\/AAAAAAAAACg\/6F05tzQnmJs\/s1600-h\/neuromarketing3.gif\"><img decoding=\"async\" style=\"cursor:pointer; cursor:hand;width: 400px; height: 266px;\" src=\"http:\/\/3.bp.blogspot.com\/_QR59Narhi0I\/SgKzvhtcFCI\/AAAAAAAAACg\/6F05tzQnmJs\/s400\/neuromarketing3.gif\" border=\"0\" alt=\"\"id=\"BLOGGER_PHOTO_ID_5333022537844266018\" \/><\/a><\/p>\n<p>La discipline du neuromarketing nous aide \u00e0 comprendre objectivement, gr\u00e2ce \u00e0 la mesure de diff\u00e9rents stimuli, les r\u00e9actions subjectives d&#039;un individu \u00e0 ceux-ci.<\/p>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>Cet article est le premier d&#039;une s\u00e9rie que nous consacrerons au neuromarketing comme moyen de comprendre les attitudes des consommateurs sous un angle nouveau, transcendant les m\u00e9thodes de recherche traditionnelles. Le neuromarketing nous aide \u00e0 comprendre objectivement, gr\u00e2ce \u00e0 la mesure de diff\u00e9rents stimuli, les r\u00e9actions subjectives [\u2026]<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[63,115,35],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Neuromarketing, \u00bfQu\u00e9 sucede en la mente del consumidor? -<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hamilton.global\/fr\/neuromarketing-que-sucede-en-la-mente-del-consumidor\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Neuromarketing, \u00bfQu\u00e9 sucede en la mente del consumidor? -\" \/>\n<meta property=\"og:description\" content=\"Este es el primer art\u00edculo de algunos que vamos a dedicar al Neuromarketing como forma de entender la actitud del consumidor desde una nueva \u00f3ptica que escapa a los m\u00e9todos tradicionales de investigaci\u00f3n. La disciplina del Neuromarketing nos ayuda a entender de forma objetiva, a trav\u00e9s de las mediciones de diferentes est\u00edmulos, las reacciones subjetivas [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/hamilton.global\/fr\/neuromarketing-que-sucede-en-la-mente-del-consumidor\/\" \/>\n<meta property=\"og:site_name\" content=\"Hamilton\" \/>\n<meta property=\"article:published_time\" content=\"2009-05-07T09:59:00+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/1.bp.blogspot.com\/_QR59Narhi0I\/SgKzX5L1d0I\/AAAAAAAAACQ\/7d7pLcl-VNY\/s400\/neuromarketing1.gif\" \/>\n<meta name=\"author\" content=\"Jorge Teixeira\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jorge Teixeira\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/hamilton.global\/es\/neuromarketing-que-sucede-en-la-mente-del-consumidor\/\",\"url\":\"https:\/\/hamilton.global\/es\/neuromarketing-que-sucede-en-la-mente-del-consumidor\/\",\"name\":\"Neuromarketing, \u00bfQu\u00e9 sucede en la mente del consumidor? -\",\"isPartOf\":{\"@id\":\"https:\/\/hamilton.global\/#website\"},\"datePublished\":\"2009-05-07T09:59:00+00:00\",\"dateModified\":\"2009-05-07T09:59:00+00:00\",\"author\":{\"@id\":\"https:\/\/hamilton.global\/#\/schema\/person\/69321faffe1268f4146b04146cef3a28\"},\"breadcrumb\":{\"@id\":\"https:\/\/hamilton.global\/es\/neuromarketing-que-sucede-en-la-mente-del-consumidor\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/hamilton.global\/es\/neuromarketing-que-sucede-en-la-mente-del-consumidor\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/hamilton.global\/es\/neuromarketing-que-sucede-en-la-mente-del-consumidor\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/hamilton.global\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Neuromarketing, \u00bfQu\u00e9 sucede en la mente del consumidor?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/hamilton.global\/#website\",\"url\":\"https:\/\/hamilton.global\/\",\"name\":\"Hamilton Global\",\"description\":\"Market Intelligence Consulting Company\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/hamilton.global\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/hamilton.global\/#\/schema\/person\/69321faffe1268f4146b04146cef3a28\",\"name\":\"Jorge Teixeira\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\/\/hamilton.global\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/c7941050fe5d021d31934c122fbdbd1a?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/c7941050fe5d021d31934c122fbdbd1a?s=96&d=mm&r=g\",\"caption\":\"Jorge Teixeira\"},\"url\":\"https:\/\/hamilton.global\/fr\/author\/jorge\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Neuromarketing, \u00bfQu\u00e9 sucede en la mente del consumidor? -","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/hamilton.global\/fr\/neuromarketing-que-sucede-en-la-mente-del-consumidor\/","og_locale":"fr_FR","og_type":"article","og_title":"Neuromarketing, \u00bfQu\u00e9 sucede en la mente del consumidor? -","og_description":"Este es el primer art\u00edculo de algunos que vamos a dedicar al Neuromarketing como forma de entender la actitud del consumidor desde una nueva \u00f3ptica que escapa a los m\u00e9todos tradicionales de investigaci\u00f3n. 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