Resumo

JASSIR UFRE, Erick. Neuroimágenes en la investigación de mercados. Pensam. gest. [online]. 2009, n.26, pp.73-93. ISSN 1657-6276.

This article it's a reflection of Colombian enterprises market research actual situation and especially in the Caribbean region, due to in general terms our organizations are face back to market research and new challenge methods and instrument developed for its goal. According to this, the purpose is to make the head executives realize of such advances, translated into research results with the help from other disciplines as neurology and psychology; this two combined along with the old market, customer behavioral investigation techniques have contributed and shown the use of new instruments; such Neuroimaging and these as primary of what has been named the Neuromarketing, has changed noticeably our way to study and observe the investigation subjects.

Palavras-chave : Market research -Caribbean region; neurology; psychology; customer behavior; market; neuroimaging; neuromarketing.

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