Neuroacústica: revisión sistemática y marco predictivo de Neuromarketing para el comportamiento del consumidor
Palabras clave:
neuroacústica; neuromarketing; música; branding sonoro; comportamiento del consumidorResumen
Objetivo. Sintetizar evidencia reciente sobre cómo los estímulos acústicos (música y logos sonoros) influyen en respuestas neurofisiológicas y en el comportamiento del consumidor, y proponer un marco predictivo de neuromarketing para el branding sonoro. Diseño/Metodología/Enfoque. Se realizó una revisión sistemática siguiendo el modelo PRISMA con estudios experimentales y cuasiexperimentales publicados entre 2020 y 2025 en cuatro bases de datos. Se incluyeron once estudios revisados por pares que analizaron EEG, actividad electrodérmica y métricas conductuales tras la exposición a estímulos auditivos de marketing. Resultados/Discusión. Las características acústicas (tempo, timbre y congruencia) modulan significativamente la activación emocional, la atención, las percepciones de marca y la intención conductual. Métricas como la sincronía neural y la asimetría alfa frontal emergen como predictores robustos del engagement y la preferencia, aunque la heterogeneidad metodológica limita la generalización. Conclusiones. El sonido actúa como un impulsor neurocognitivo activo del comportamiento del consumidor, respaldando un modelo estímulo-organismo-respuesta. Aporte/Originalidad/Valor. Se integra evidencia neurocientífica y de marketing para proponer un modelo neuroacústico aplicable al diseño estratégico del branding sonoro.
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Derechos de autor 2026 José Fernando Fernández Company, María García-Rodríguez
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