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Liderazgo político y elecciones presidenciales en el Perú: un estudio desde la óptica del neuromarketing

 

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Opened Access Liderazgo político y elecciones presidenciales en el Perú: un estudio desde la óptica del neuromarketing
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Author: Ortigueira-Sánchez, Luis Camilo
Cárdenas Egusquiza, Ana Lucía
Coordinator/Director: Rondán Cataluña, Francisco Javier
Date: 2017
Published in: XXIX Congreso de Marketing AEMARK (2017), p 698-712
ISBN/ISSN: 978-84-17129-34-7
Document type: Presentation
Abstract: El presente artículo es parte de una investigación en curso por parte de investigadores del Centro de Investigaciones de la Universidad del Pacífico (Perú). La misma tiene el propósito de estudiar y comparar el nivel de influencia de la comunicación...
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This article is part of an ongoing research by researchers at the Research Center of the University of the Pacific (Peru). The purpose is to determine and compare the level of influence of verbal and non-verbal communication on the voter's emotions and behaviors. This paper seeks to clarify the gap in the literature on the interaction between the effects of verbal and nonverbal (or visual) information on political decision making. Three experimental designs were carried out, through the use of eyetracking and data are currently being analyzed. Participants were analyzed and their facial expressions were codified when viewing the electoral debates of the presidential campaign of Peru 2016. The preliminary results revealed that it requires a more expressive body language to have an effective impact on the audience and that one of the Leaders applied more sophisticated and professionalized communication techniques during this campaign, with a profound effect on voters.
Cite: Ortigueira-Sánchez, L.C. y Cárdenas Egusquiza, A.L. (2017). Liderazgo político y elecciones presidenciales en el Perú: un estudio desde la óptica del neuromarketing. En XXIX Congreso de Marketing AEMARK (698-712), Sevilla: ESIC.
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Format: PDF

URI: https://hdl.handle.net/11441/78085

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