<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2409-8752</journal-id>
<journal-title><![CDATA[Revista Científica de la UCSA]]></journal-title>
<abbrev-journal-title><![CDATA[Rev. ciente. UCSA]]></abbrev-journal-title>
<issn>2409-8752</issn>
<publisher>
<publisher-name><![CDATA[Universidad del Cono Sur de las Américas]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2409-87522018000200036</article-id>
<article-id pub-id-type="doi">10.18004/ucsa/2409-8752/2018.005(02)036-044</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Neuromarketing: Explorando la mente del consumidor]]></article-title>
<article-title xml:lang="en"><![CDATA[Neuromarketing: Exploring the consumer's mind]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Salas Canales]]></surname>
<given-names><![CDATA[H.J.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Nacional Mayor de San Marcos  ]]></institution>
<addr-line><![CDATA[Lima ]]></addr-line>
<country>Peru</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>08</month>
<year>2018</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>08</month>
<year>2018</year>
</pub-date>
<volume>5</volume>
<numero>2</numero>
<fpage>36</fpage>
<lpage>44</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.iics.una.py/scielo.php?script=sci_arttext&amp;pid=S2409-87522018000200036&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.iics.una.py/scielo.php?script=sci_abstract&amp;pid=S2409-87522018000200036&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.iics.una.py/scielo.php?script=sci_pdf&amp;pid=S2409-87522018000200036&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN Los avances tecnológicos que han ocurrido durante los últimos años han ocasionado diversos cambios en la disciplina del marketing. Uno de estos es el surgimiento del neuromarketing, que forma parte de la neuroeconomía y consiste en la fusión del marketing tradicional y la neurociencia, con la finalidad de analizar de manera más profunda todos aquellos factores que guían al consumidor en el proceso de decisión de compra. Para realizar dichos estudios, el neuromarketing se apoya en técnicas de la neurociencia como son el encefalograma, la resonancia magnética funcional, entre otras, que permiten conocer todos aquellos eventos que ocurren en la mente del consumidor; elevando así el grado de efectividad de la investigación de mercados. A pesar de los beneficios del neuromarketing, los investigadores señalan que esta disciplina tiene implicancias éticas debido a ciertas prácticas que han realizado las organizaciones, las cuales deben ser superadas para que el neuromarketing siga desarrollándose y consolidándose como una línea de investigación.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT The technological advances that have occurred during the last years have caused several changes in the discipline of marketing. One of these is the emergence of neuromarketing, which is part of the neuroeconomy and consists of the fusion of traditional marketing and neuroscience, with the aim of analyzing in a deeply way all those factors that guide the consumer in the purchase decision process. In order to carry out these studies, neuromarketing relies on neuroscience techniques such as encephalogram, functional magnetic resonance, among others, which allow us to know all those events that occur in the mind of the consumer; thus raising the degree of effectiveness of market research. Despite the benefits of neuromarketing, the researchers point out that this discipline has ethical implications due to certain practices that organizations have carried out, which must be overcome in order for neuromarketing to continue to develop and consolidate as a line of research.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Neuromarketing]]></kwd>
<kwd lng="es"><![CDATA[neurociencia]]></kwd>
<kwd lng="es"><![CDATA[implicancias éticas]]></kwd>
<kwd lng="en"><![CDATA[Neuromarketing]]></kwd>
<kwd lng="en"><![CDATA[neuroscience]]></kwd>
<kwd lng="en"><![CDATA[ethical implications]]></kwd>
</kwd-group>
</article-meta>
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