Mapeando fundamentos do Constructo Neuromarketing com profissionais de empresa de publicidade
Ano de defesa: | 2007 |
---|---|
Autor(a) principal: | |
Orientador(a): | |
Banca de defesa: | |
Tipo de documento: | Dissertação |
Tipo de acesso: | Acesso aberto |
Idioma: | por |
Instituição de defesa: |
Universidade Federal do Rio Grande do Norte
|
Programa de Pós-Graduação: |
Programa de Pós-Graduação em Administração
|
Departamento: |
Políticas e Gestão Públicas; Gestão Organizacional
|
País: |
BR
|
Palavras-chave em Português: | |
Palavras-chave em Inglês: | |
Área do conhecimento CNPq: | |
Link de acesso: | https://repositorio.ufrn.br/jspui/handle/123456789/12085 |
Resumo: | This study aims to acknowledge the domain level and influence of the neuromarketing construct. This is done considering professionals at advertising agencies in Brazil. The presence of concepts related to this new approach is very little divulged, and there are little analysis performed on this area. Thus, the research is of qualitative and exploratory nature and used as primary fonts books, articles related to marketing, neuroscience, and psychology as well as secondary fonts. A profound interview was realized aiming the main advertising agencies in Brazil. The public was composed by managers responsible for planning. A content analysis was performed afterwards. The advances related to the brain science have permitted the development of technological innovation. These go primarily towards knowledge and unconscious experiences of consumers, which are responsible for the impulse of decision making and consumer behavior. These issues are related to Neuromarketing, that in turn, uses techniques such as FMRI, PET and FDOT. These scan the consumer s brain and produces imagines on the neuron s structures and functioning. This is seen while activities such as mental tasks for the visualization of brands, images or products, watching videos and commercials are performed. It is observed that the agencies are constantly in search of new technologies and are aware of the limitations of the current research instruments. On the other hand, they are not totally familiar with concepts related to neuromarketing. In relation to the neuroimage techniques it is pointed out by the research that there is full unawareness, but some agencies seem to visualize positive impacts with the use of these techniques for the evaluation of films and in ways that permit to know the consumer better. It is also seen that neuroimage is perceived as a technique amongst others, but its application is not real, there are some barriers in the market and in the agencies itself. These barriers as well as some questioning allied to the scarce knowledge of neuromarketing, make it not possible to be put into practice in the advertising market. It is also observed that even though there is greater use of neuromarketing; there would not be any meaningful changes in functioning and structuring of these agencies. The use of the neuro-image machines should be done in research institutes and centers of big companies. Results show that the level of domain of the neuromarketing construct in the Brazilian advertising agencies is only a theoretical one. Little is known of this subject and the neurological studies and absolutely nothing of neuroimage techniques |
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Soares Neto, João Batistahttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4706850H6Lopes, Fernando Diashttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4701722H7Costa, Benny Kramerhttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4782176P6Alexandre, Mauro Lemuel de Oliveira2014-12-17T13:53:12Z2008-01-312014-12-17T13:53:12Z2007-09-06SOARES NETO, João Batista. Mapeando fundamentos do Constructo Neuromarketing com profissionais de empresa de publicidade. 2007. 112 f. Dissertação (Mestrado em Políticas e Gestão Públicas; Gestão Organizacional) - Universidade Federal do Rio Grande do Norte, Natal, 2007.https://repositorio.ufrn.br/jspui/handle/123456789/12085This study aims to acknowledge the domain level and influence of the neuromarketing construct. This is done considering professionals at advertising agencies in Brazil. The presence of concepts related to this new approach is very little divulged, and there are little analysis performed on this area. Thus, the research is of qualitative and exploratory nature and used as primary fonts books, articles related to marketing, neuroscience, and psychology as well as secondary fonts. A profound interview was realized aiming the main advertising agencies in Brazil. The public was composed by managers responsible for planning. A content analysis was performed afterwards. The advances related to the brain science have permitted the development of technological innovation. These go primarily towards knowledge and unconscious experiences of consumers, which are responsible for the impulse of decision making and consumer behavior. These issues are related to Neuromarketing, that in turn, uses techniques such as FMRI, PET and FDOT. These scan the consumer s brain and produces imagines on the neuron s structures and functioning. This is seen while activities such as mental tasks for the visualization of brands, images or products, watching videos and commercials are performed. It is observed that the agencies are constantly in search of new technologies and are aware of the limitations of the current research instruments. On the other hand, they are not totally familiar with concepts related to neuromarketing. In relation to the neuroimage techniques it is pointed out by the research that there is full unawareness, but some agencies seem to visualize positive impacts with the use of these techniques for the evaluation of films and in ways that permit to know the consumer better. It is also seen that neuroimage is perceived as a technique amongst others, but its application is not real, there are some barriers in the market and in the agencies itself. These barriers as well as some questioning allied to the scarce knowledge of neuromarketing, make it not possible to be put into practice in the advertising market. It is also observed that even though there is greater use of neuromarketing; there would not be any meaningful changes in functioning and structuring of these agencies. The use of the neuro-image machines should be done in research institutes and centers of big companies. Results show that the level of domain of the neuromarketing construct in the Brazilian advertising agencies is only a theoretical one. Little is known of this subject and the neurological studies and absolutely nothing of neuroimage techniquesO presente o estudo tem por objetivo conhecer o nível de domínio e influência do constructo neuromarketing junto a profissionais de agências publicidade no Brasil. Visto a presença pouco difundida dos conceitos dessa nova abordagem, bem como a escassez de análises nessa área, é um estudo qualitativo e exploratório baseado em fontes primárias, através do levantamento de livros e artigos na área de marketing, neurociência e psicologia, e fontes secundárias. Foi realizada uma entrevista em profundidade nas principais agências de publicidade do Brasil, com os gerentes da área de planejamento, e posterior análise de conteúdo. Os avanços na ciência do cérebro vêem permitindo desenvolvimentos tecnológicos inovadores voltados para o conhecimento de experiências inconscientes dos consumidores, as quais são responsáveis por impulsionar as suas tomadas de decisões e comportamentos de compra. Tais novidades relacionam-se ao Neuromarketing que, através das técnicas de neuroimagem, como a FMRI, a PET e o FDOT, escaneia o cérebro dos consumidores produzindo figuras da estrutura ou do funcionamento dos neurônios, enquanto eles se envolvem em várias tarefas mentais como visualizar uma marca, imagem ou produto, ou assistir a vídeos e propagandas comerciais. Observou-se que mesmo cientes das limitações dos atuais instrumentos de pesquisa e da constante busca por novas tecnologias, as agências de publicidade não conhecem totalmente os conceitos relacionados ao neuromarketing. Com relação às técnicas de neuroimagem há um unânime desconhecimento, porém, algumas agências visualizaram impactos positivos na utilização dessas técnicas para avaliar filmes criados e no modo de entender o consumidor. Constatou-se que a neuroimagem seria mais uma técnica dentre outras utilizadas, mas, sua aplicação ainda não é real, pois, existem algumas barreias no mercado e dentro das próprias agências. Essas barreiras, juntamente com os questionamentos e o pouco conhecimento do assunto fazem com que a influência do neuromarketing não seja sentida de forma prática no meio publicitário. Além disso, observouse, com o advento do neuromarketing, que não haveriam mudanças estruturais e funcionais dentro das agências, pois, a operacionalização dos aparelhos de neuroimagem deverão acontecer nos institutos de pesquisa ou nos centros de pesquisas das grandes empresas. Os resultados autorizam afirmar que o nível de domínio do constructo neuromarketing nas agências de publicidade brasileira é apenas teórico, pois, pouco se conhece a respeito dos estudos neurológicos e, absolutamente nada, das técnicas de neuroimagemapplication/pdfporUniversidade Federal do Rio Grande do NortePrograma de Pós-Graduação em AdministraçãoUFRNBRPolíticas e Gestão Públicas; Gestão OrganizacionalNeuromarketingConstructoConsumidoresAgências de PublicidadeNeuromarketingConstructConsumersAdvertising AgenciesCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOMapeando fundamentos do Constructo Neuromarketing com profissionais de empresa de publicidadeinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/openAccessreponame:Repositório Institucional da UFRNinstname:Universidade Federal do Rio Grande do Norte (UFRN)instacron:UFRNORIGINALMapeandoFundamentosConstructo_SoaresNeto_2007.pdfapplication/pdf726908https://repositorio.ufrn.br/bitstream/123456789/12085/1/MapeandoFundamentosConstructo_SoaresNeto_2007.pdffdca88451aa5642543b0de65875fb92cMD51TEXTJoaoBatistaSN.pdf.txtJoaoBatistaSN.pdf.txtExtracted texttext/plain264840https://repositorio.ufrn.br/bitstream/123456789/12085/6/JoaoBatistaSN.pdf.txt99782a782a252e8296b7472983bb6e8aMD56MapeandoFundamentosConstructo_SoaresNeto_2007.pdf.txtMapeandoFundamentosConstructo_SoaresNeto_2007.pdf.txtExtracted texttext/plain264840https://repositorio.ufrn.br/bitstream/123456789/12085/8/MapeandoFundamentosConstructo_SoaresNeto_2007.pdf.txt99782a782a252e8296b7472983bb6e8aMD58THUMBNAILJoaoBatistaSN.pdf.jpgJoaoBatistaSN.pdf.jpgIM Thumbnailimage/jpeg2318https://repositorio.ufrn.br/bitstream/123456789/12085/7/JoaoBatistaSN.pdf.jpg0861958d26e04c0a14e5e299f4a76ba0MD57MapeandoFundamentosConstructo_SoaresNeto_2007.pdf.jpgMapeandoFundamentosConstructo_SoaresNeto_2007.pdf.jpgIM Thumbnailimage/jpeg2318https://repositorio.ufrn.br/bitstream/123456789/12085/9/MapeandoFundamentosConstructo_SoaresNeto_2007.pdf.jpg0861958d26e04c0a14e5e299f4a76ba0MD59123456789/120852019-01-29 17:49:55.233oai:https://repositorio.ufrn.br:123456789/12085Repositório de PublicaçõesPUBhttp://repositorio.ufrn.br/oai/opendoar:2019-01-29T20:49:55Repositório Institucional da UFRN - Universidade Federal do Rio Grande do Norte (UFRN)false |
dc.title.por.fl_str_mv |
Mapeando fundamentos do Constructo Neuromarketing com profissionais de empresa de publicidade |
title |
Mapeando fundamentos do Constructo Neuromarketing com profissionais de empresa de publicidade |
spellingShingle |
Mapeando fundamentos do Constructo Neuromarketing com profissionais de empresa de publicidade Soares Neto, João Batista Neuromarketing Constructo Consumidores Agências de Publicidade Neuromarketing Construct Consumers Advertising Agencies CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
title_short |
Mapeando fundamentos do Constructo Neuromarketing com profissionais de empresa de publicidade |
title_full |
Mapeando fundamentos do Constructo Neuromarketing com profissionais de empresa de publicidade |
title_fullStr |
Mapeando fundamentos do Constructo Neuromarketing com profissionais de empresa de publicidade |
title_full_unstemmed |
Mapeando fundamentos do Constructo Neuromarketing com profissionais de empresa de publicidade |
title_sort |
Mapeando fundamentos do Constructo Neuromarketing com profissionais de empresa de publicidade |
author |
Soares Neto, João Batista |
author_facet |
Soares Neto, João Batista |
author_role |
author |
dc.contributor.authorID.por.fl_str_mv |
|
dc.contributor.advisorID.por.fl_str_mv |
|
dc.contributor.advisorLattes.por.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4706850H6 |
dc.contributor.referees1.pt_BR.fl_str_mv |
Lopes, Fernando Dias |
dc.contributor.referees1ID.por.fl_str_mv |
|
dc.contributor.referees1Lattes.por.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4701722H7 |
dc.contributor.referees2.pt_BR.fl_str_mv |
Costa, Benny Kramer |
dc.contributor.referees2ID.por.fl_str_mv |
|
dc.contributor.referees2Lattes.por.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4782176P6 |
dc.contributor.author.fl_str_mv |
Soares Neto, João Batista |
dc.contributor.advisor1.fl_str_mv |
Alexandre, Mauro Lemuel de Oliveira |
contributor_str_mv |
Alexandre, Mauro Lemuel de Oliveira |
dc.subject.por.fl_str_mv |
Neuromarketing Constructo Consumidores Agências de Publicidade |
topic |
Neuromarketing Constructo Consumidores Agências de Publicidade Neuromarketing Construct Consumers Advertising Agencies CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
dc.subject.eng.fl_str_mv |
Neuromarketing Construct Consumers Advertising Agencies |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
This study aims to acknowledge the domain level and influence of the neuromarketing construct. This is done considering professionals at advertising agencies in Brazil. The presence of concepts related to this new approach is very little divulged, and there are little analysis performed on this area. Thus, the research is of qualitative and exploratory nature and used as primary fonts books, articles related to marketing, neuroscience, and psychology as well as secondary fonts. A profound interview was realized aiming the main advertising agencies in Brazil. The public was composed by managers responsible for planning. A content analysis was performed afterwards. The advances related to the brain science have permitted the development of technological innovation. These go primarily towards knowledge and unconscious experiences of consumers, which are responsible for the impulse of decision making and consumer behavior. These issues are related to Neuromarketing, that in turn, uses techniques such as FMRI, PET and FDOT. These scan the consumer s brain and produces imagines on the neuron s structures and functioning. This is seen while activities such as mental tasks for the visualization of brands, images or products, watching videos and commercials are performed. It is observed that the agencies are constantly in search of new technologies and are aware of the limitations of the current research instruments. On the other hand, they are not totally familiar with concepts related to neuromarketing. In relation to the neuroimage techniques it is pointed out by the research that there is full unawareness, but some agencies seem to visualize positive impacts with the use of these techniques for the evaluation of films and in ways that permit to know the consumer better. It is also seen that neuroimage is perceived as a technique amongst others, but its application is not real, there are some barriers in the market and in the agencies itself. These barriers as well as some questioning allied to the scarce knowledge of neuromarketing, make it not possible to be put into practice in the advertising market. It is also observed that even though there is greater use of neuromarketing; there would not be any meaningful changes in functioning and structuring of these agencies. The use of the neuro-image machines should be done in research institutes and centers of big companies. Results show that the level of domain of the neuromarketing construct in the Brazilian advertising agencies is only a theoretical one. Little is known of this subject and the neurological studies and absolutely nothing of neuroimage techniques |
publishDate |
2007 |
dc.date.issued.fl_str_mv |
2007-09-06 |
dc.date.available.fl_str_mv |
2008-01-31 2014-12-17T13:53:12Z |
dc.date.accessioned.fl_str_mv |
2014-12-17T13:53:12Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
SOARES NETO, João Batista. Mapeando fundamentos do Constructo Neuromarketing com profissionais de empresa de publicidade. 2007. 112 f. Dissertação (Mestrado em Políticas e Gestão Públicas; Gestão Organizacional) - Universidade Federal do Rio Grande do Norte, Natal, 2007. |
dc.identifier.uri.fl_str_mv |
https://repositorio.ufrn.br/jspui/handle/123456789/12085 |
identifier_str_mv |
SOARES NETO, João Batista. Mapeando fundamentos do Constructo Neuromarketing com profissionais de empresa de publicidade. 2007. 112 f. Dissertação (Mestrado em Políticas e Gestão Públicas; Gestão Organizacional) - Universidade Federal do Rio Grande do Norte, Natal, 2007. |
url |
https://repositorio.ufrn.br/jspui/handle/123456789/12085 |
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Universidade Federal do Rio Grande do Norte |
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Programa de Pós-Graduação em Administração |
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UFRN |
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BR |
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Políticas e Gestão Públicas; Gestão Organizacional |
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Universidade Federal do Rio Grande do Norte |
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UFRN |
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