<?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>0012-7353</journal-id>
<journal-title><![CDATA[DYNA]]></journal-title>
<abbrev-journal-title><![CDATA[Dyna rev.fac.nac.minas]]></abbrev-journal-title>
<issn>0012-7353</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional de Colombia]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0012-73532018000400054</article-id>
<article-id pub-id-type="doi">10.15446/dyna.v85n207.71937</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Methodological proposal for the analysis and measurement of sensory marketing integrated to the consumer experience]]></article-title>
<article-title xml:lang="es"><![CDATA[Propuesta metodológica para el análisis y la medición del sensory marketing integrado a la experiencia del consumidor]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rodas-Areiza]]></surname>
<given-names><![CDATA[Jairo Antonio]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Montoya-Restrepo]]></surname>
<given-names><![CDATA[Luz Alexandra]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Instituto Tecnológico Metropolitano Departamento de Ciencias Administrativas ]]></institution>
<addr-line><![CDATA[Medellín ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Nacional de Colombia Facultad de Minas ]]></institution>
<addr-line><![CDATA[Medellín ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2018</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2018</year>
</pub-date>
<volume>85</volume>
<numero>207</numero>
<fpage>54</fpage>
<lpage>59</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0012-73532018000400054&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0012-73532018000400054&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0012-73532018000400054&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Purpose - Through a literature review, evidence was found of the importance of sensory stimulation related to consumer experience processes, when analyzed together with variables of another nature. Design / Methodology - Traditional market research techniques and neuromarketing tools were used. Regarding traditional research, the observation technique was used, through which the purchase behavior of facial cream consumers at the sales point was explored; and a quantitative phase, through online surveys to 495 women, with the purpose of identifying elements of interest related to the purchasing decision. We worked with FaceReader, EEG and Eye Tracking, to analyze the experiences of consumers with the product and its promotion. Findings. The results present a model that incorporates the impact and attention, specific emotions and the rational argument of the consumer for the construction of a whole experience.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Propósito - Mediante una revisión de literatura, se encontró evidencia de la importancia de la estimulación de los sentidos relacionada con los procesos de experiencia del consumidor, al ser analizados junto con variables de otra naturaleza. Diseño/Metodología - Se utilizaron técnicas tradicionales de investigación de mercados y herramientas del neuromarketing. Respecto a la investigación tradicional se usó la técnica de observación, por medio de la cual se exploró el comportamiento de compra de las consumidoras de cremas faciales en el punto de venta; y una fase cuantitativa, mediante encuestas on-line a 495 mujeres, con el propósito de identificar elementos de interés relacionados con la decisión de compra. Se trabajó con FaceReader, EEG y Eye Tracking, para analizar las experiencias de las consumidoras con el producto y su promoción. Hallazgos. Los resultados presentan un modelo que incorpora el impacto y la atención, emociones específicas y la argumentación racional del consumidor para la construcción de una experiencia integral.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[sensory marketing]]></kwd>
<kwd lng="en"><![CDATA[consumer experiences]]></kwd>
<kwd lng="en"><![CDATA[neuromarketing]]></kwd>
<kwd lng="en"><![CDATA[consumer behavior]]></kwd>
<kwd lng="en"><![CDATA[emotions]]></kwd>
<kwd lng="es"><![CDATA[marketing sensorial]]></kwd>
<kwd lng="es"><![CDATA[experiencias del consumidor]]></kwd>
<kwd lng="es"><![CDATA[neuromarketing]]></kwd>
<kwd lng="es"><![CDATA[comportamiento del consumidor]]></kwd>
<kwd lng="es"><![CDATA[emociones]]></kwd>
</kwd-group>
</article-meta>
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