Working memory: a new framework for marketing

Authors

DOI:

https://doi.org/10.51359/2526-7884.2020.244207

Keywords:

working memory, consumer behavior, short term memory, neuromarketing.

Abstract

The working memory received exhaustive attention from psychology in several experimental studies that explain the functioning of attention and the processing of visual and phonological information. However, few of them are directed at consumer behavior. The purchase decision process takes place in this cognitive system limited in the amount of information that can be stored and the time to be retained. We demonstrate the state of the art of how this cognitive construct is addressed in studies on consumer behavior, involving elements of communication, pricing, retail, and purchase decision. The article shows the lack of productions in indexed magazines in Brazil on this topic and presents opportunities for researchers to deepen this knowledge from the perspective of consumer behavior.

Author Biographies

Airton Rodrigues, Faculdade de Tecnologia de São Paulo (FATEC)

Possui graduação em Administração de Empresas pela Universidade Presbiteriana Mackenzie (1992), MBA em Marketing pela FUNDACE/USP, mestrado em Psicologia pela Universidade de São Paulo (2007) e doutorado em Psicologia pela USP-RP. Atualmente é professor titular da Universidade Nove de Julho do curso de Marketing e docente da docente do Centro Paula Souza (FATEC) no curso de Cosmetologias, disciplina Marketing Aplicado. Sócio-proprietário da Popmind Pesquisas, empresa especializada em estudos de neurociência aplicados ao marketing. Tem experiência na área de Administração, com ênfase em MARKETING, atuando principalmente nos seguintes temas: comportamento do consumidor, neuromarketing e pesquisa de mercado. Interesse acadêmico e profissional em desenvolver estudos na área sensorial, particularmente com cosméticos, utilizando a neurociência para avaliar o impacto sensorial dos produtos no processo de decisão do consumidor.

Mikael Cavallet, União das Instituições de Serviço, Ensino e Pesquisa (UNISEPE)

Possui graduação em Psicologia (Bacharelado e Licenciatura) e título de Psicólogo pela Universidade Paulista (2003), mestrado (2006) e doutorado (2010) em Ciências pelo Programa de Pós-Graduação em Psicobiologia da Faculdade de Filosofia, Ciências e Letras de Ribeirão Preto - USP (2010) com período de um ano de doutorado sanduíche (2009) na Concordia University, Montreal, Canadá. Durante o pós-doutorado (2011-2014), realizado no Laboratório de Neuroimagem em Psiquiatria - LIM 21 do Departamento e Instituto de Psiquiatria da Faculdade de Medicina da USP - São Paulo, investigou por meio de fMRI, funções executivas e o processamento de informação emocional em adultos com TDAH. Desenvolve projetos de pesquisa nas abordagens de Psicologia Cognitiva Experimental e Neurociência Cognitiva, atuando nos seguintes temas de pesquisa: processos cognitivos e atencionais, memória de curto prazo visual e espacial, processos perceptuais e motores, movimentos oculares e processamento de informação emocional. Como docente, as principais disciplinas de interesse que ministrou/ministra são: Neuroanatomia, Neurofisiologia, Fundamentos de Neuropsicologia e Psicologia Cognitiva.

Cesar Alexis Galera, Universidade de São Paulo (USP)

Professor Titular da FFCLRP-USP. Possui graduação em Psicologia pela Faculdade de Filosofia, Ciências e Letras de Ribeirão Preto - USP (1981), Mestrado (1987) e Poutorado (1992) em Psicologia (Psicologia Experimental) pelo Instituto de Psicologia da Universidade de São Paulo, com orientação do Professor Arno Engelmann, e Pós-doutorado na Concordia University (Canadá), com supervisão do Professor Michael von Grünau. É credenciado no Programa de Pós-Graduação em Psicobiologia da FFCLRP_USP, área de Psicologia Experimental Humana, e estuda a estrutura da memória de trabalho visuoespacial.

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2020-05-14

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Vol. 4 No. 2 (2020): may-august

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