Ana Júlia

Emotions are the fundamental pillar of neuromarketing, the perception of hedonic, utilitarian value, the emotions experienced by customers during the buying process and the effect the behavior of each stage is seen from the brain structures of the mind. The sample selected for the study was 354 real customers of supermarkets in the city of Riobamba and the sample of 8 participants with the use of eye tracking glasses in the store tour during this process. The results, in three stages of the process system (inputs, processes and results) with the emotions involved in each stage. Stage I are: uncertainty, joy, anger/anger/anxiety, happiness, curiosity. The emotions in stages II and III are joy, surprise, satisfaction, security, and confidence and the emotions felt in the Evaluation Stage are satisfaction, exhaustion, demotivation, joy, and anger/anger/anxiety. There are hormones and neurotransmitters that are involved with emotions at different stages of the buying process. The right brain hemispheres are activated in negative emotions, left in positive emotions in all stages of the buying process. Brain structures are also activated at each stage of the buying process. The results of the Eye tracking in the comparative analysis analyzed Meditation, Attention and Blinking in the stages of the purchase process. It is concluded that repurchase and recommendation intentions are determined by positive emotions which, in turn, are determined by the hedonic and utilitarian value of the product and services that reduce negative emotions.

Music the art of combining sounds, maintains a sequence of time with harmony, melody and rhythm, generates changes in cognitive processes, improves concentration, memory, influences mood, produces changes in emotions, helps control anxiety, increases motivation, and decreases cortisol levels, the stress hormone, activates the hormone of happiness and rest, serotonin and melatonin. The objective was to analyze the influence of music in the purchase process and decision. The approach was qualitative-quantitative, exploratory level, descriptive statistics was applied to identify the main trends and musical genres. The survey was carried out online, in the "La Condamine" market (November-December 2022). The sample 354 customers. The results of the investigation determined that customers enjoy listening to instrumental sounds in the food court, and in the vegetable, fruit and vegetable section; and the musical genre pop and/or reggaeton in the clothing section. The survey data was corroborated with the results of the biometric eyes tracking equipment in eight participants, attention, meditation and blinking were analyzed, with two sounds, sound 1: folk music and sound 2: pop; the average of the evaluations determined the level of acceptance of the participants for the musical genre, confirming the traditional survey with the results of the biometric equipment. Hearing goes beyond what can be perceived with sight and smell; there are sounds and melodies that connect us with emotions (laugh, cry, enjoy) and memories. It is concluded, (i) consider the musical genre according to the segment, (ii) the hours of greatest influx of customers, (iii) areas or sections of the market with greater or lesser product sales, (iv) slow music in places with more expensive products to extend their stay in the establishment.

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