{"id":2040,"date":"2010-06-10T15:57:29","date_gmt":"2010-06-10T14:57:29","guid":{"rendered":"http:\/\/blogs.funiber.org\/pt\/?p=2040"},"modified":"2010-06-10T15:59:14","modified_gmt":"2010-06-10T14:59:14","slug":"neuromarketing-marketing-no-cerebro","status":"publish","type":"post","link":"https:\/\/www.funiber.blog\/pt\/empresas-e-rh\/2010\/06\/10\/neuromarketing-marketing-no-cerebro","title":{"rendered":"Neuromarketing: marketing no c\u00e9rebro"},"content":{"rendered":"<p style=\"text-align: justify\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-thumbnail wp-image-74\" src=\"http:\/\/blogs.funiber.org\/direcao-empresarial-rsc\/files\/2010\/06\/002-cerebro2-293x300-150x150.png\" alt=\"002-cerebro2-293x300\" width=\"150\" height=\"150\" \/>No marketing informa\u00e7\u00e3o \u00e9 poder, portanto, o papel da pesquisa de mercado \u00e9 vital para a tomada de decis\u00f5es, sendo esta a base para o planejamento estrat\u00e9gico.<\/p>\n<p style=\"text-align: justify\">O estudo de comportamento do cliente e do consumidor \u00e9 parte da pesquisa de mercados. No princ\u00edpio, dentro deste contexto, era tido como seguro os resultados das enquetes realizadas com os consumidores ou clientes potenciais, pois se imaginava que nas respostas estava o &#8220;pensamento do consumidor&#8221;, quer dizer, a consci\u00eancia da pessoa. Mas agora, estudos estabeleceram que o ato de compra de uma pessoa \u00e9 principalmente influenciado pela parte inconsciente do c\u00e9rebro (85% subconsciente e 15% consciente). Atualmente, neste \u00e2mbito, se encontram aprofundados os estudos combinando a pesquisa da neuroci\u00eancia e o marketing, tendo como resultado a resposta do c\u00e9rebro ante os est\u00edmulos causados pelas a\u00e7\u00f5es de marketing, resposta que seguem abaixo do n\u00edvel de consci\u00eancia.<\/p>\n<p style=\"text-align: justify\"><!--more-->A satura\u00e7\u00e3o publicit\u00e1ria evita a reten\u00e7\u00e3o de mensagens e de recordar o visto. No final do dia as pessoas tendem a experimentar um fatiga mental. Portanto, agora, o importante n\u00e3o est\u00e1 no que oferecer, mas em como oferecer e o impacto emocional que sofre o indiv\u00edduo. Braidot, em seu livro Neuromarketing, fala dos filtros que o c\u00e9rebro utiliza como mecanismos de defesa ante o imenso n\u00famero de est\u00edmulos que podem chegar a ultrapassar a capacidade processamento de informa\u00e7\u00e3o?<\/p>\n<ul style=\"text-align: justify\">\n<li>O c\u00e9rebro permite a passagem de aproximadamente 1% da informa\u00e7\u00e3o que chega do ambiente<\/li>\n<li>A aten\u00e7\u00e3o que prestamos a determinados est\u00edmulos demente do momento do dia, do m\u00eas, das esta\u00e7\u00f5es do ano e das fases da vida.<\/li>\n<li>Quando estamos despertos, vemos luzes e cores, mas n\u00e3o todas as luzes e cores: o c\u00e9rebro n\u00e3o pode captar todos os infravermelhos nem os ultravioletas, t\u00e3o pouco todas as intensidades.<\/li>\n<li>Nossas cren\u00e7as atuam como potentes filtros perceptivos. Por exemplo, muitas pessoas ignoram os an\u00fancios sobre produtos, se cr\u00eaem que estes foram produzidos atrav\u00e9s de cultivos transg\u00eanicos.<\/li>\n<li>Quanto maior \u00e9 a intensidade do momento que estamos vivendo, maior \u00e9 a recorda\u00e7\u00e3o, por isso a emiss\u00e3o durante os campeonatos mundiais de futebol ou outros eventos importantes \u00e9 muito eficiente.<\/li>\n<li>O que vemos, ouvimos, tocamos, cheiramos e degustamos depende em grande medida, do que culturalmente estamos condicionados a ver, ouvir, tocar, cheirar e degustar.<\/li>\n<\/ul>\n<p style=\"text-align: justify\">O mais importante est\u00e1 em investigar as causas subjacentes a conduta dos indiv\u00edduos, explorando al\u00e9m do simples comportamento, quer dizer, diante de um estudo das zonas do c\u00e9rebro, tanto de onde se originam os pensamentos como comportamentos. Uma proposta de valor para o cliente pode ser criada com base em encontrar uma forma de acessar as emo\u00e7\u00f5es, recursos, pensamentos e percep\u00e7\u00f5es que realmente influenciam suas decis\u00f5es. A rela\u00e7\u00e3o duradoura entre uma marca e um atributo est\u00e1 constru\u00edda quando o cliente, tendo conhecido-a, a experimenta com base em um acontecimento significativo.<\/p>\n<p style=\"text-align: justify\">Hoje, as empresas se v\u00eaem obrigadas a estudar, al\u00e9m das necessidades e expectativas das pessoas, os processos neurobiol\u00f3gicos que chegam a ser um fator determinante no processo de sele\u00e7\u00e3o, processamento e interpreta\u00e7\u00e3o de informa\u00e7\u00e3o recebida atrav\u00e9s dos meios de comunica\u00e7\u00e3o.<\/p>\n<p style=\"text-align: justify\">Um exemplo de como funciona o neuromarketing pode ser encontrado na cr\u00edtica do professor Marcelo Peruzzo ao lan\u00e7amento do iPad, da Apple.<\/p>\n<p style=\"text-align: justify\"><!--Erro do YouTube: URL incorreto inserido--><\/p>\n","protected":false},"excerpt":{"rendered":"<p>No marketing informa\u00e7\u00e3o \u00e9 poder, portanto, o papel da pesquisa de mercado \u00e9 vital para a tomada de decis\u00f5es, sendo esta a base para o planejamento estrat\u00e9gico. O estudo de comportamento do cliente e do consumidor \u00e9 parte da pesquisa de mercados. No princ\u00edpio, dentro deste contexto, era tido como seguro os resultados das enquetes [&hellip;]<\/p>\n","protected":false},"author":13,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_newsletter_tier_id":0,"footnotes":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false}}},"categories":[8],"tags":[],"jetpack_publicize_connections":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Neuromarketing: marketing no c\u00e9rebro - FuniBlogs - FUNIBER<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogs.funiber.org\/pt\/empresas-e-rh\/2010\/06\/10\/neuromarketing-marketing-no-cerebro\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Neuromarketing: marketing no c\u00e9rebro - FuniBlogs - FUNIBER\" \/>\n<meta property=\"og:description\" content=\"No marketing informa\u00e7\u00e3o \u00e9 poder, portanto, o papel da pesquisa de mercado \u00e9 vital para a tomada de decis\u00f5es, sendo esta a base para o planejamento estrat\u00e9gico. 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