Las neuronas espejos en el neuromarketing :
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Date
2019-09
Authors
Subject
Neuromarketing
Neurociencias
Neurociencias
Language:
Español
Journal Title
Journal ISSN
Volume Title
Publisher
Instituto Tecnológico de Santo Domingo.
Description
Los avances en las investigaciones neurocientíficas, en pocos años, no más de dos décadas, están teniendo un impacto importante en un amplio espectro de la investigación cien-tífica humana. Cada descubrimiento en el complejo tejido neuronal humano-animal, que refleja alguna interacción endógena o exógena a él, genera nuevas formas de aproximaciones científicas. Este ensayo aborda las neuronas espejos como uno de los descubrimientos más importante en el campo de la neurociencia, con significativas aplicaciones en el estudio científico del marketing, práctica que ha adoptado el nombre de neuromarketing. Por otra parte, presenta el valor que le confiere a la investigación neurocientífica y que apoya el desarrollo humano, siempre que se tomen en consideración normas éticas que regulen el uso de aplicaciones que degraden lo humano. Además, analiza como las ONG, las religiones y las empresas incorporan técnicas que tienen explicaciones fundamentadas en la forma cómo reaccionan las neuronas espejos, y vaticina los peligros que pueden des-encadenar las malas prácticas llevada a cabo en un mercado competitivo. Culmina con una invitación a la reflexión ética sobre las aplicaciones de la neurociencia para generar consumo y crear necesidades absurdas en los consumidores, solo por vender.
Advances in neuroscientific research, in a few years, no more than two decades, are having an important impact on a broad spectrum of human scientific research. Every discovery in the complex human-animal neuronal tissue that reflects some endogenous or exogenous interaction with it emerges new forms of scientific approaches to such findings. This essay makes an approach to the neurons mir-rors as one of the most important discoveries in the field of neuroscience with significant applications in the scientific study of marketing, this practice that has adopted the name of “neuromarketing”. On the other hand, it assumes the value that neurons mirrors adds to the neuroscientific research that supports human development, if ethical norms that regulate the use of applications that degrade the human are taken into consideration. In addition, this work analyzes how NGOs, religions and companies integrate techniques that have explanations based on the way neurons react, and predicts the dangers that can trigger the bad practices carried out in a competitive market. It concludes with an invitation to ethical reflection on the applications of neuroscience only for produce consumption and create absurd needs in consumers, just to sell.
Advances in neuroscientific research, in a few years, no more than two decades, are having an important impact on a broad spectrum of human scientific research. Every discovery in the complex human-animal neuronal tissue that reflects some endogenous or exogenous interaction with it emerges new forms of scientific approaches to such findings. This essay makes an approach to the neurons mir-rors as one of the most important discoveries in the field of neuroscience with significant applications in the scientific study of marketing, this practice that has adopted the name of “neuromarketing”. On the other hand, it assumes the value that neurons mirrors adds to the neuroscientific research that supports human development, if ethical norms that regulate the use of applications that degrade the human are taken into consideration. In addition, this work analyzes how NGOs, religions and companies integrate techniques that have explanations based on the way neurons react, and predicts the dangers that can trigger the bad practices carried out in a competitive market. It concludes with an invitation to ethical reflection on the applications of neuroscience only for produce consumption and create absurd needs in consumers, just to sell.
Type
Articulo
Source
Ciencia & Sociedad
Citation
Madé Zabala, M. (Jul.-sept.). Las neuronas espejos en el neuromarketing : una estrategia peligrosa cuando no se aplican normas éticas. Ciencia & Sociedad, 44(3), 25-31.