Según la publicación Working Knowledge del Harvard Business Review, en el 2007 aparecerá una multitud de trabajos sobre el funcionamiento del cerebro en el proceso de toma de decisiones.
Mediante la utilización del MRI (magnetic resonance imaging) se pueden conocer las zonas del cerebro activas ante la necesidad de tomar una decisión. Se conoce, por ejemplo, que actividades cerebrales sobre el riesgo y el beneficio tienen lugar en zonas separadas del cerebro. También tienen diferente actividad las decisiones “razonadas” de las intuitivas. Estas últimas, desde la zona subconsciente, son más fáciles de tomar por la mañana después de un descanso.
El “neuro-marketing”, según investigaciones recientes en la Universidad Ludwig-Maximilians de Munich, dice mucho sobre las decisiones de compra de los individuos. Las marcas potentes penetran más en el subconsciente que las marcas débiles y generan mucha mayor excitación neuronal en las zonas cerebrales correpondientes a la toma de decisiones.
La neurobiología y el marketing tienden a acercarse. De hecho, las convergent technologies son el primer paso de comunión entre diferentes disciplinas. En definitiva, aquellas que tengan la base “molecular” relacionada acabarán por encontrarse. Esperemos que no perdamos el derecho a elegir la marca de pasta de dientes o de jabón que más nos guste…
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