Aplicación de técnicas de neurociencia para el análisis de la percepción del consumidor de frutos secos

Rocío Lopez-Navarro, Carmen Escriba-Pereza, Luis Montero-Vicentea and Juan Manuel Buitrago-Vera

Economia Agraria y Recursos Naturales, 2025, vol. 25, issue 01

Abstract: [ES] El objetivo del trabajo es analizar las respuestas de los consumidores de manera consciente (escalas hedónicas y EsSense Profile®) e inconsciente (Electroencefalografía y Respuesta Galvánica de la piel) ante dos frutos secos, almendras fritas y nueces peladas, de dos cadenas de supermercados. Se encontraron diferencias significativas a nivel visual y sabor en las almendras fritas, mostrando mayor afinidad por la cadena A. Para las nueces peladas no se encontraron diferencias significativas, los consumidores las percibieron de manera similar. Este estudio demuestra el valor de la neurociencia del consumidor, como complemento a otras técnicas de análisis de las preferencias de consumidores. [EN] The aim of this study was to analyse the conscious (hedonic scales and EsSense Profile®) and unconscious (Electroencephalography and Galvanic Skin Response) consumer responses to two types of nuts, fried almonds and peeled nuts from two different supermarkets. Significant visual and taste differences were found for fried almonds, showing greater affinity for the A chain. For peeled nuts, no significant differences were found; consumers perceived them in a similar way. This study demonstrates the value of consumer neuroscience as a complement to other consumer preference analysis techniques.

Keywords: Marketing (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:ags:earnsa:358854

DOI: 10.22004/ag.econ.358854

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