<?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>2011-2084</journal-id>
<journal-title><![CDATA[International Journal of Psychological Research]]></journal-title>
<abbrev-journal-title><![CDATA[int.j.psychol.res.]]></abbrev-journal-title>
<issn>2011-2084</issn>
<publisher>
<publisher-name><![CDATA[Facultad de Psicología. Universidad de San Buenaventura, Medellín]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2011-20842019000100057</article-id>
<article-id pub-id-type="doi">10.21500/20112084.4089</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Selling of Products: The Use of Single-Electrode Wireless EEG in Consumer Behavior]]></article-title>
<article-title xml:lang="es"><![CDATA[Venta de productos: el uso de EEG inalámbrico de un solo electrodo en el comportamiento del consumidor]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Muñoz]]></surname>
<given-names><![CDATA[Yaromir]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[López-Gallego]]></surname>
<given-names><![CDATA[Francisco]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Arias-Salazar]]></surname>
<given-names><![CDATA[Alejandro]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Serna-Rodríguez]]></surname>
<given-names><![CDATA[Maribel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad EAFIT Departamento de marketing ]]></institution>
<addr-line><![CDATA[Medellín ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad EAFIT Departamento organización y gerencia ]]></institution>
<addr-line><![CDATA[Medellín ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2019</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2019</year>
</pub-date>
<volume>12</volume>
<numero>1</numero>
<fpage>57</fpage>
<lpage>65</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S2011-20842019000100057&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S2011-20842019000100057&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S2011-20842019000100057&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The results of three different groups of customers, each exposed to a different sales technique, were compared in order to evaluate which sales technique was more effective for achieving higher levels of sustained attention. The study used the Neurosky headband to measure brainwaves in millivolts. The three compared sales techniques were: 1) the training technique for sale, termed as structured by the AIDA model; 2) the traditional sale, here called unstructured; 3) and a structured technique with the help of simultaneous stimulation by several neuroattentional pathways, prescribed by the developments of the neuroscience of consumption (CN). The results showed a statistically significant difference in achieved sustained attention levels, presenting higher levels in clients exposed to the sales training technique and ower scores in those exposed to one of the techniques used by the CN. These results are discussed in relation to the concept of sustained attention in clients when the stimulation of a single neuroattentional pathway is used as compared to the activation of several pathways simultaneously.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Con el objetivo de conocer qué tipo de técnica de venta es más efectiva en lograr mayores niveles de atención sostenida, se compararon los resultados obtenidos por tres grupos de clientes expuestos, cada uno, a una técnica de venta de un mismo producto. Para el efecto se recurrió a la medición en milivoltios de ondas cerebrales de atención a través de diademas Neurosky. Las tres técnicas de venta comparadas fueron: 1) la técnica de entrenamiento en venta, estructurada según el modelo AIDA; 2) la venta tradicional, denominada aquí como no estructurada; 3) y una técnica estructurada con ayuda de estimulación simultánea por varias vías neuroatencionales, prescrita por los desarrollos de la neurociencia del consumo (NC). Los resultados mostraron una diferencia estadísticamente significativa en los niveles de atención sostenida alcanzados, presentando mayores niveles en los clientes expuestos a la técnica de entrenamiento en venta y menores puntajes en aquellos expuestos a una de las técnicas usadas por la NC. Estos resultados se discuten en relación con el concepto de atención sostenida en los clientes, cuando se recurre a la estimulación de una vía neuroatencional en comparación con la activación de varias vías simultáneamente.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Sales Techniques]]></kwd>
<kwd lng="en"><![CDATA[Structured Sale]]></kwd>
<kwd lng="en"><![CDATA[Unstructured Sale]]></kwd>
<kwd lng="en"><![CDATA[Attention]]></kwd>
<kwd lng="en"><![CDATA[Neurocognition]]></kwd>
<kwd lng="en"><![CDATA[EEG]]></kwd>
<kwd lng="en"><![CDATA[Consumer Behavior]]></kwd>
<kwd lng="en"><![CDATA[Neurosky Mindwave]]></kwd>
<kwd lng="es"><![CDATA[Técnicas de venta]]></kwd>
<kwd lng="es"><![CDATA[venta estructurada]]></kwd>
<kwd lng="es"><![CDATA[venta no estructurada]]></kwd>
<kwd lng="es"><![CDATA[atención]]></kwd>
<kwd lng="es"><![CDATA[neurocognición]]></kwd>
<kwd lng="es"><![CDATA[EEG]]></kwd>
<kwd lng="es"><![CDATA[comportamiento del consumidor]]></kwd>
<kwd lng="es"><![CDATA[Neurosky Mindwave]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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