Neuromarketing: incidencia en respuestas emocionales en onomatopeyas de la Universidad Laica Eloy Alfaro – Matriz.

Abstract

The research explores how neuromarketing influences the emotions provoked by the onomatopoeias present at the Universidad Laica Eloy Alfaro de Manabí, the study focuses on characteristic sounds of the campus and how these auditory stimuli affect the emotions of the university community, the study focuses on the importance of auditory neuromarketing, it adopts a quantitative approach, a survey was carried out on a random sample of 399 people, and analysed using statistical methods on a Likert scale in IBM SPSS 25, his analysis provides key information on the relationship between sounds and emotions, which allows us to design strategies to enrich the experience of community members and strengthen the sound identity of the ULEAM.