Neuromarketing e influencia en la decisión de compra: estudio en clientes de una empresa papelera
| Pages | 1-9 |
| Date | 05 July 2026 |
| Published date | 05 July 2026 |
| Author | Nicanor Luis Gil Trelles,Diego Armando Rinza Reyes,Jorge Luis Benavides Mikkelsen,Caleb Saúl Peralta Timoteo,Henry Aguilar Espinoza |
| Subject Matter | Social Sciences |
Neuromarketing and influence on the purchase decision: A
study of customers of a paper company
Recibido: 5/08/2025 - Aceptado: 8/12/2025
Resumen
Nicanor Luis Gil Trelles
https://orcid.org/0000-0003-3620-0664
nicanor.gil@urp.edu.pe
Universidad Ricardo Palma. Perú
Diego Armando Rinza Reyes
https://orcid.org/0009-0002-3809-6987
drinza@uss.edu.pe
Universidad Señor de Sipán. Perú
Jorge Luis Benavides Mikkelsen
https://orcid.org/0000-0002-9162-1173
jbenavidesm@usmp.pe
Universidad de San Martín de Porres. Perú
Caleb Saúl Peralta Timoteo
https://orcid.org/0000-0001-9252-4968
cperaltat@autonoma.edu.pe
Universidad Autónoma del Perú. Perú
Henry Aguilar Espinoza
https://orcid.org/0000-0002-3184-8608
haguilare@unmsm.edu.pe
Universidad Nacional Mayor de San Marcos. Perú
Este estudio busca determinar la relación entre el neuromarketing y las decisiones de compra de los clientes de
una empresa papelera peruana (El Agustino, 2023). Se empleó una investigación básica con enfoque cuantitativo,
diseño no experimental y transversal, para correlacionar el neuromarketing con las decisiones de compra. Las
dimensiones del neuromarketing incluyen la emoción del comprador, la publicidad y los centros de costos;
mientras que las de las decisiones de compra abarcan el perfil empresarial, el comportamiento del comprador y
sus preferencias. Las redes sociales emergen como factor clave, ya que facilitan su aplicación. La población
comprende 187 clientes (empresas y personas naturales) de la comercializadora. Por muestreo aleatorio simple,
se seleccionó una muestra de 75 encuestados, a quienes se aplicó un instrumento con escala Likert de 14
ítems. La hipótesis se confirmó: existe una correlación positiva media (r = 0,673) entre el neuromarketing y las
decisiones de compra, evidenciando una asociación significativa. En consecuencia, el neuromarketing se
posiciona como herramienta esencial en el marketing global para comprender el comportamiento del consumidor,
sus preferencias y necesidades, optimizando así la oferta de productos y servicios.
Palabras clave: decisión de compra, neuromarketing, publicidad
Abstract
This study seeks to determine the relationship between neuromarketing and the purchasing decisions of
customers of a Peruvian paper company (El Agustino, 2023). Basic research with a quantitative approach, a non-
experimental, and cross-sectional design, was used to correlate neuromarketing with purchasing decisions. The
Neuromarketing e influencia en la decisión de compra:
estudio en clientes de una empresa papelera
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