Resumen

PUENTE BERDASCO, Daniel  y  PINILLA DIAZ, Carlos Andrés. Neurodesign: application of neurotechnology to interpret emotions which affect decision making when buying online in platforms such as e- commerce from the spanish retailing sector. Rev. esc.adm.neg [online]. 2018, n.85, pp.181-196. ISSN 0120-8160.  https://doi.org/10.21158/01208160.n85.2018.2057.

Understanding the essence of psychophysiological emotions turns to be an important need for the strategic development of the current market due to the major leading role reached by the customer when facing traditional buying methods in which products/ services become the main performance line. This research paper aims at identifying and interpreting the type of emotions that customers experiment when buying online and how these emotions influence their final choice, using neuroscientific and descriptive tools. It shows that emotional and web ergonomic factors such as design, usability and safety influence directly customer's buying decision making.

Palabras clave : Motivational research --trading; customer preferences; marketing- psychological aspects; technological predictions; product design; e- commerce.

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