NEUROMARKETING Y MODA: UNA REVISIÓN SISTEMÁTICA SOBRE SUS IMPLICACIONES SENSORIALES

Abstract

Introduction: Fashion is a sector that at all times appeals to the emotions and feelings of the individual, due to its social implications. In this sense, neuromarketing becomes a very valuable tool to study the different reactions of the public when exposed to it. Different tools applied in neuromarketing reveal how consumers feel when they buy, touch or look at a fashion product with which they relate. Methodology: The present research aims to make a systematic review of publications in academic journals on fashion and neuromarketing, as an integrative tool that allows the compilation of studies on the same topic, in order to establish a state of the art. This review is carried out in the Scopus and WOS databases, in Spanish and English, between 2000 and 2023. The objective is to study the neuromarketing tools that are best suited to this sector and to analyze how they have evolved, been used and integrated over the years. Results: Twenty-three results were found that matched the search, and for each one of them the authors studied the country where the research was carried out, the year of publication, the journal where the research was published, the neuromarketing tool applied, the results obtained, and where the manuscript focuses: on the company, on the consumer, on both or on neither of them. Discussion: Twenty-three results were found, of which only 12 were valid. The main cause of exclusion was the repetition of results in the two databases consulted. In these studies, not only the response of the consumer is observed, but fundamentally the response of the company and its perception. Conclusions: It is concluded that neuromarketing and consumer neuroscience tools, although scarce in the fashion industry, provide relevant and useful information and multidisciplinary groups are proposed to increase the scientific production applied to the case study.

Keywords

• Neuromarketing
• moda
• emociones
• sensaciones
• revisión sistemática