Neurosemiotics - the key to successful marketing

Oscar Cue, Gabriela De La Riva, Carlos de León, Alice Garretti, Claudia Martínez, Monica Moctezuma, Rocío Ordoñana and Mariana Ramirez-Degollado

Neuroscience has begun to study the effect of brands on consumers, and tries to understand what happens physically when we relate with a product, logo or advertising message.

Neurosemiotics – the key to successful marketing

Oscar Cue, Gabriela De La Riva, Carlos de León, Alice Garretti, Claudia Martínez, Monica Moctezuma, Rocío Ordoñana and Mariana Ramirez-Degolladode la Riva Group, Mexico

INTRODUCTION

“Science is the creation of dilemmas in an attempt to solve the mysteries of life” Brian Herbert, Dune Chronicles

A global market that is more and more competitive and fast, in which consumers are becoming increasingly critical and demanding, results in the need for tools and methodologies that allow the...

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