Advances in neuro-marketing: The influence of jastjood" advertising in perception of taste and adults' emotional pro file

Abstract

Marketing and advertising are social disciplines focused on achieving objectives of a commercial narute, this is achieved through research of your potencial consumers it serves as the main input for the creation of communication strategies, among other business aspects, which seek .it persuade consumers to purchase a particular product, service, idea or individual, which is why the "fast food", like other products and services, uses it to promote and sell their products to a carefully selected and studied public. Neuroscience is able to contribute significantly to their knowledge, either from the inicial phase of consumer research to the creation and monitoring of communication strategies based on knowledge of behavior patterns, always mentioning the ethical aspect of the actions undertaken and the objectives sought by companies. Business and scientific objectives could find themselves in a dispute considering the nature of each area and the aims, since in many cases the executives of a company basically seeking the profitability of their institutions while scientists seek greater objectivity in the use of information and the impact caused by the use of a product in the population, so the ethical aspect remains an unresolved issue. Humans behave in ways often unpredictable but sometimes you can detect patterns of behavior that could support the establishment of strategies capable of achieving the goals set by the companies. These patterns may be evidence to biological, genetic, psychological and / or social level which neuroscience has much to say about it. In the present study based on products of "fast food" and used to present comucation, we can notice a difference in the impact on the particular decision communication strategy which seeks to impact the consumer on an emotional level. Advertising seeks to impact your target audience from a creative perspective to draw attention in reference to the product or service making ir attractive, for or uses relevant information about each variable related to both the product and consumers, thus obtaining a greater consumer awareness and appealing primarily to the  emotional aspect, and .it is at this point that the trade disciplines supported by neuroscientific knowledge together to establish better communication strategies to develop advertising campaigns through consumer awareness.