Resumen

ESPARRAGOZA, David Juliao; MARTINEZ-DIAZ, Domingo  y  INSIGNARES, Ingrid. Marketing of Experiences in Dentistry through the Evaluation of Physiological and Emotional Response in Individuals Exposed to Eugenol. rev.univ.empresa [online]. 2020, vol.22, n.39, pp.230-252.  Epub 20-Abr-2021. ISSN 0124-4639.  https://doi.org/10.12804/revistas.urosario.edu.co/empresa/a.8101.

This research uses biometrics to identify how olfactory stimuli related to dental consultation affect the emotion of the subjects investigated. First, an explanation is given about the characteristics inherent to experience marketing and how it can generate a cascade of sensations, perceptions, and emotions normally sought in goods and services with hedonic consumption characteristics. Today the consumption of dental services has several commercial fronts. In the different specialties aesthetics is part of them, which is normally sought as pleasant consumption. Likewise, the stress variable, commonly studied in this service, generates animosity to the consultation and is associated with negative emotions. The study identifies one of the variables that contributes to stress in dentistry, such as the olfactory stimulus, and specifically its relationship with emotions. The research allows concluding, by means of a field research, that the olfative stimulus to eugenol has identifiable impacts on stress and is associated with negative emotions in patients who have had negative experiences in dentistry. It is shown that the effect of classical conditioning (Till & Priluck, 2000) by smell is clear and improvement options are identified to generate environments that generate pleasurable experiences in the target market.

Palabras clave : Experiential marketing; emotional values; biometrics.

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