<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2550-6722</journal-id>
<journal-title><![CDATA[Revista Chakiñan de Ciencias Sociales y Humanidades]]></journal-title>
<abbrev-journal-title><![CDATA[Revista Chakiñan]]></abbrev-journal-title>
<issn>2550-6722</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional de Chimborazo]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2550-67222024000300301</article-id>
<article-id pub-id-type="doi">10.37135/chk.002.24.15</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[DEL NEUROCONSUMO AL NEUROCONSUMIDOR: UN REMIRAR A LA LUZ DE LA LITERATURA]]></article-title>
<article-title xml:lang="en"><![CDATA[FROM NEUROCONSUMPTION TO THE NEUROCONSUMER: A LOOK IN THE LIGHT OF LITERATURE]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Chacón-Hurtado]]></surname>
<given-names><![CDATA[Nathalie]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Campos-León]]></surname>
<given-names><![CDATA[Yelitza]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Saba]]></surname>
<given-names><![CDATA[Segundo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Fermín Toro  ]]></institution>
<addr-line><![CDATA[Barquisimeto ]]></addr-line>
<country>Venezuela</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Pedagógica Experimental Libertador  ]]></institution>
<addr-line><![CDATA[Barquisimeto ]]></addr-line>
<country>Venezuela</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Nacional Mayor de San Marcos Facultad de Ciencias Administrativas ]]></institution>
<addr-line><![CDATA[Lima ]]></addr-line>
<country>Peru</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2024</year>
</pub-date>
<numero>24</numero>
<fpage>301</fpage>
<lpage>324</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_arttext&amp;pid=S2550-67222024000300301&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_abstract&amp;pid=S2550-67222024000300301&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_pdf&amp;pid=S2550-67222024000300301&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN Conseguir leer la mente del consumidor y saber qué desea se ha convertido en un aspecto esencial para diseñar estrategias de marketing exitosas, motivo por el cual se emplean conocimientos brindados por las neurociencias. Así, se pretendió incorporar al ejercicio dialógico los elementos relacionados con el neuroconsumidor y neuroconsumo, con énfasis en la perspectiva mente-cuerpo-emoción; y sus niveles de procesamiento para identificar lo que sucede en la mente del comprador. El objetivo de la revisión sistemática (RS) fue describir los elementos que relacionan al neuroconsumo con el neuroconsumidor desde una mirada sustentada en la literatura existente, por lo que se realizó una RS de la literatura para develar y caracterizar los elementos vinculantes al objeto de estudio. El proceso se apoyó en el método PRISMA, fueron seleccionadas las bases de datos: WoS, Scopus y SciELO y fueron escogidos inicialmente 150 documentos a los que se aplicó criterios de selección; se obtuvieron 20 artículos. Se concluyó que la experiencia emocional se ha convertido en una propuesta de valor respecto a los usuarios y el diseño del producto se conforma como una de las herramientas que facilita crear productos para dar solución a las necesidades emocionales.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT Being able to read the consumer's mind and know what they want has become an essential aspect for designing successful marketing strategies, which is why the knowledge provided by neurosciences is being used. Thus, it was intended to incorporate elements related to the neuroconsumer and neuroconsumption into the dialogic exercise, with emphasis on the mind-body-emotion perspective; and their processing levels to identify what is happening in the buyer's mind. The objective of the review was to describe the elements that relate neuro consumption to the neuroconsumer from a perspective supported by existing literature, so a systematic review of the literature was carried out to reveal and characterize the elements linked to the object of study. The process was supported by the PRISMA method, the databases were selected: WoS, Scopus and SciELO and initially 150 documents were chosen to which selection criteria were applied, obtaining 20 articles. It was concluded that the emotional experience has become a value proposition with respect to users and product design becomes one of the tools that facilitates creating products to provide solutions to emotional needs.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Neuroconsumo]]></kwd>
<kwd lng="es"><![CDATA[neuroconsumidor]]></kwd>
<kwd lng="es"><![CDATA[comportamiento del consumidor]]></kwd>
<kwd lng="es"><![CDATA[decisión de compra]]></kwd>
<kwd lng="en"><![CDATA[Neuroconsumption]]></kwd>
<kwd lng="en"><![CDATA[neuroconsumer]]></kwd>
<kwd lng="en"><![CDATA[consumer behavior]]></kwd>
<kwd lng="en"><![CDATA[purchase decision]]></kwd>
</kwd-group>
</article-meta>
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