<?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>0120-4645</journal-id>
<journal-title><![CDATA[Cuadernos de Administración (Universidad del Valle)]]></journal-title>
<abbrev-journal-title><![CDATA[cuad.adm.]]></abbrev-journal-title>
<issn>0120-4645</issn>
<publisher>
<publisher-name><![CDATA[Universidad del Valle]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0120-46452021000300002</article-id>
<article-id pub-id-type="doi">10.25100/cdea.v37i71.11195</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Visual neuromarketing strategies in two shopping malls in the city of Cúcuta, Colombia]]></article-title>
<article-title xml:lang="es"><![CDATA[Estrategias de neuromarketing visual en dos centros comerciales de la ciudad de Cúcuta, Colombia]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Avendaño Castro]]></surname>
<given-names><![CDATA[William Rodrigo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Luna Pereira]]></surname>
<given-names><![CDATA[Henry Orlando]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rueda Vera]]></surname>
<given-names><![CDATA[Gerson]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Francisco de Paula Santander Faculty of Business Sciences ]]></institution>
<addr-line><![CDATA[Cúcuta ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Francisco de Paula Santander Faculty of Business Sciences ]]></institution>
<addr-line><![CDATA[Cúcuta ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Francisco de Paula Santander Faculty of Business Sciences ]]></institution>
<addr-line><![CDATA[Cúcuta ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2021</year>
</pub-date>
<volume>37</volume>
<numero>71</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0120-46452021000300002&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0120-46452021000300002&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0120-46452021000300002&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract For a couple of decades, neuroscience has positioned itself as a space for research that cuts across multiple disciplines and sciences. Its contributions generate new discussions within education, psychology, and, of course, marketing. Neuromarketing is a young field of study that is still being defined. In Google Scholar, there are only 21 thousand results of studies related to this topic. This article seeks to describe the visual neuromarketing practices present in two shopping malls in the city of Cúcuta (Colombia). The present paper is a quantitative study with a descriptive, non-experimental, cross-sectional design that uses an observation guide and a questionnaire as instruments. The first was applied to 220 study units (commercial establishments) and the second to 216 visiting customers. Although there is no certainty about the conscious application of neuromarketing strategies and principles by the owners of the establishments, the results show that customers experience positive emotions (joy, tranquility, euphoria, and affectivity) and elaborate positive concepts about the establishments (pleasant and comfortable), affecting their decision to buy (50%) and to return to the place (90% to 100%). It is concluded that the visual marketing of the establishments analyzed, characterized by the use of warm and cold lights, moderate use of images, predominant display of products and their diversity, little visualization of offers, is influential on the emotions, concepts, and decisions of buyers and customers.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Desde hace un par de décadas, se ha venido posicionando la neurociencia como espacio de investigación transversal a múltiples disciplinas y ciencias. Con sus aportes, genera nuevas discusiones al interior de la educación, la psicología, y claro está, el marketing. El neuromarketing es un campo de estudio joven que hasta ahora viene delimitándose. En Google Scholar se registran tan solo 21 mil resultados de estudios relacionados con esta temática. En este artículo se busca describir las prácticas de neuromarketing visual presentes en dos centros comerciales de la ciudad de Cúcuta (Colombia). Se trata de un estudio con enfoque cuantitativo con diseño no experimental - transversal de nivel descriptivo en el que se aplicaron como instrumentos una guía de observación y un cuestionario. El primero fue aplicado a 220 unidades de estudio (establecimientos comerciales) y el segundo a 216 clientes visitantes. Aunque no se tiene certeza sobre la aplicación consciente de estrategias y principios de neuromarketing por parte de los propietarios de los establecimientos, los resultados muestran que los clientes experimentan emociones positivas (alegría, tranquilidad, euforia y afectividad) y elaboran conceptos positivos sobre los establecimientos (agradable y confortable), afectando su decisión de compra (50%) y de volver al lugar (90% al 100%). Se concluye que el marketing visual de los establecimientos analizados caracterizados por el uso de luces cálidas y frías, uso moderado de imágenes, exhibición predominante de productos y su diversidad, poca visualización de ofertas, es efectivo sobre las emociones, conceptos y decisiones de los compradores y clientes.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Marketing]]></kwd>
<kwd lng="en"><![CDATA[Neuromarketing]]></kwd>
<kwd lng="en"><![CDATA[Neuroscience]]></kwd>
<kwd lng="en"><![CDATA[Visual perception]]></kwd>
<kwd lng="en"><![CDATA[Shopping mall]]></kwd>
<kwd lng="es"><![CDATA[Marketing]]></kwd>
<kwd lng="es"><![CDATA[Neuromarketing]]></kwd>
<kwd lng="es"><![CDATA[Neurociencia]]></kwd>
<kwd lng="es"><![CDATA[Percepción visual]]></kwd>
<kwd lng="es"><![CDATA[Centro comercial]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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