Irene Aliagas

• PhD in Psychology
• Professor at Complutense University of Madrid

The paper aims to clarify the role of cognitive and emotional shopping experience in small-sized retailers and its impact on satisfaction and repurchase intention. Also, an ethical perspective of the shopping decision is analyzed. Based on prior studies, we develop a quantitative study (n = 390) in Spain, where small-sized retailers represent most...

The key packaging element in healthy snacks is the ingredient. This research highlights the use of eye tracking by companies to achieve greater effectiveness on the consumer's attention. Three healthy snacks were presented to analyze whether there are differences in their attention, choice, and purchase intention according to the type of ingredient...

This research investigates the ethical and privacy issues arising from using AI andML in neuromarketing, framed by rule utilitarianism. It assesses the impact of these technologies on consumerprivacy and human rights through a combination of literature review, bibliometric analysis, and empirical data fromsurveys and interviews with experts in the...

Advances in neurotechnology contribute to businesses’ competitiveness in consumer marketing strategies. The increasing use of neuromarketing’s AI/ML algorithms in consumer response prediction and classification for analyzing consumer behavior and preferences carries ethical concerns. The application of rule utilitarianism theory offers an understan...

Videogames have become the world’s favorite pastime, which is why brands integrate their logos on them, a technique called product placement. While most research has focused on analyzing whether brands are memorized based on their presentation within the videogame, little is known about how they are perceived and cognitively processed. This article...

Online higher education is in demand, so much so that even face-to-face higher education is applying digital technologies to achieve greater motivation in the classroom. However, this does not mean that online education has everything won; it must continue to innovate in its methodologies to motivate students. The authors offer a proposal for the i...

Este artículo es un extracto del trabajo que resultó galardonado con el Premio Junior de Investigación 2021 otorgado por Insights + Analytics. Se publicó en la Revista Investigación y Marketing.

Nowadays, because of the prevailing educational globalisation, universities use the elements of corporate visual identity to stand out from the competition thanks to the differentiation offered by their corporate logos. In addition to the different university branding strategies that universities apply, they now have more management options thanks...

The tourism sector is one of the fundamental pillars of the Spanish economy. In this work in progress, the objective is to segment travelers according to personality traits, sensation seeking and vacation lifestyle. Responses were obtained from 249 people to an online survey that included the NEO Five-Factor Inventory personality questionnaire, the...

Product placement is an increasingly prevalent marketing communication technique in video games. It allows a direct connection between the brand and the consumer in a non-intrusive way, taking advantage of the enjoyment of the game experience. In this post, we will offer a first approach on what product placement is, how we can detect it in videoga...

New advances in neuromarketing contribute to the competitiveness of businesses and consumer marketing strategies. Nevertheless, the increasing use of neuromarketing algorithms in consumer response prediction and classification, such as Artificial Neural Networks (ANN), Support Vector Machine (SVM), and Linear Discriminant Analysis (LDA), among othe...

Access through this link: https://eprints.ucm.es/id/eprint/75014/

The ability of GIFs to generate emotionality in social media marketing strategies is analyzed. The aim of this work is to show how neuroscience research techniques can be integrated into the analysis of emotions, improving the results and helping to guide actions in social networks. This research is structured in two phases: an experimental study u...

Brand placement in videogames consists in integrating various brands that are not intrusive to give a feeling of reality to the context, as such increasing awareness and recognition of the brand in the mind of the consumer. The goal of this study is to ascertain if brand position, familiarity and congruency influence memorization of brands presente...

With more than 1,000 fatal road accidents each year in Spain, road safety has become a major challenge and a public health priority. To sensitize the population about the problem, the government frequently use the mass publicity, which sometimes uses shocking images to show the consequences of dangerous behavior when driving. Although this type of...

Visual metaphors are very useful resources for graphic advertising design, given that the main attributes of brands and products are communicated quicker and easier, and therefore more effectively. In addition, visual metaphors seem to be able to generate higher levels of attention, more positive attitudes and even greater purchase intention. The p...

El “neuromárketing” es una rama de investigación que se encuentra aún en sus primeras etapas de desarrollo. Aúna el trabajo en equipo de dos grandes “jugadores” principales, el márketing y la neurociencia, con dos objetivos: comprender mejor el comportamiento del consumidor, tratando de dar explicación a sus elecciones, motivaciones y deseos, y pre...

The main purpose of this investigation has been to contrast two child fashion spots in order to obtain results about the engagement, positive and negative facets and what emotions and attentional areas’s differences could be between men and women. For that it was stablished some theoretical basis which let support the study to, subsequently, analis...