Publication: La influencia de los mecanismos reguladores de las emociones en la toma de decisión de compra en mujeres: un estudio con resonancia magnética funcional por imagen (fMRI)
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2017-03-27
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Universidad Complutense de Madrid
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Abstract
Hasta hace pocas décadas, las emociones eran vistas como factores de perturbación en el proceso de toma de decisión. Su presencia en dicho proceso se solía asociar más a una ‘perturbación’ que a una constante, cuya implicación pasa de ser anecdótica, a jugar un importante y potente papel, como un factor de influencia en la toma de una decisión. Esta reciente visión ha sido el producto del trabajo de diferentes investigadores, cuya labor ha revelado, gracias, entre otros aspectos al uso de la tecnología de imágenes de resonancia magnética (fMRI) aplicada, como las emociones estarían participando en las actuales teorías sobre procesos de juicio y toma de decisión. En el caso especifico del marketing, el uso de tecnología de fMRI ha supuesto la ampliación de sus posibilidades de estudio a todo nivel, y más específicamente sobre temas como, por ejemplo, cómo afectan la emociones la decisión que toman los consumidores cuando deben escoger los productos que van a comprar. Una línea de investigación que ha servido como base para el presente trabajo. Es por ello que, para conocer más sobre cuál es el rol de los procesos reguladores de las emociones en la toma de decisión, se ha planteado esta investigación doctoral en la que se profundizó, bajo la perspectiva neurológica, en el conocimiento sobre los elementos emocionales y afectivos de los procesos de compra en mujeres, a través de la medición de los patrones neuronales presentes durante la compra de productos funcionales y hedónicos para determinar la presencia de ese elemento emocional, con tecnología de imágenes de resonancia magnética funcional (fMRI). Para lograr el objetivo, se ha realizado un experimento en el que se emula el proceso de compra y en el que han participado 29 mujeres, con la finalidad de identificar, mediante tecnología de fMRI, las áreas cerebrales que intervienen en la toma de decisión sobre las categorías de productos propuestas...
Until a few decades ago, emotions were seen as perturbing factors in the decision making process. Its presence in that process was used to be associated more as a “perturbation” rather than a constant, whose implication passes from anecdotic to play an important and powerful role, as a factor of influence in the decision taking. This new approach has been the result of extensive efforts of different psychologists and neuroscientists, whose results have shown, that thanks to the use of technology of applied Magnetic Resonance Imaging (fMRI), how the emotions participate in the current theories about judgment and decision-making processes. In the specific case of marketing, the use of fMRI has meant the increasing of the possibility of research at very different levels and more specifically about subjects, for example, such as how the emotions affects the decision that the consumers take when they must choose the products that they will buy. This approach has served as a base for the present work. Then, in order to know more about which is the role of the regulatory processes of the emotions on decision making, this doctoral research was planed in such a way that the knowledge about the emotional and affective elements of the buying processes in women was deepened under a neurological perspective; by means of measurements of the neuronal patterns present during the selection of hedonic and functional products to determine the presence of the emotional element with fMRI. In order to reach this goal, an experiment was performed in which the buying process was emulated and in which 29 women participated with the purpose of identify, using fMRI technology, the brain areas that participate in the decision making process about the proposed product categories...
Until a few decades ago, emotions were seen as perturbing factors in the decision making process. Its presence in that process was used to be associated more as a “perturbation” rather than a constant, whose implication passes from anecdotic to play an important and powerful role, as a factor of influence in the decision taking. This new approach has been the result of extensive efforts of different psychologists and neuroscientists, whose results have shown, that thanks to the use of technology of applied Magnetic Resonance Imaging (fMRI), how the emotions participate in the current theories about judgment and decision-making processes. In the specific case of marketing, the use of fMRI has meant the increasing of the possibility of research at very different levels and more specifically about subjects, for example, such as how the emotions affects the decision that the consumers take when they must choose the products that they will buy. This approach has served as a base for the present work. Then, in order to know more about which is the role of the regulatory processes of the emotions on decision making, this doctoral research was planed in such a way that the knowledge about the emotional and affective elements of the buying processes in women was deepened under a neurological perspective; by means of measurements of the neuronal patterns present during the selection of hedonic and functional products to determine the presence of the emotional element with fMRI. In order to reach this goal, an experiment was performed in which the buying process was emulated and in which 29 women participated with the purpose of identify, using fMRI technology, the brain areas that participate in the decision making process about the proposed product categories...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, Departamento de Comercialización e Investigación de Mercados, leída el 28/01/2016