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Psicología de la comunicación
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Psicología de la comunicación
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TEMA 1: PROCESOS RACIONALES VSPROCESOS EMOCIONALES
1.1 CEREBRO CONSCIENTE VS CEREBRO
INCONSCIENTE
1.1.1 EL CEREBRO HUMANO Y LA NEUROCIENCIA
LAS TÉCNICAS BIOMÉTRICAS
A través de instrumentos electrónicos observan la respuesta biológica de
las personas cuando están expuestas a un estímulo.
Métodos indirectos ya que intentan inferir en sentimientos y emociones
que experimentan ante el estímulo.
Dos tipos de procedimientos:
• Recogen respuestas fisiológicas (seguimiento de ojos o dilatación de
la pupila).
• Registran actividad cerebral à neuromarketing. Objetivo identificar
proceso mental que provoca el estímulo.
NEUROMARKETING
Utiliza técnicas de la medicina para estudiar reacciones emocionales a
través de registros de la actividad cerebral.
• Zona más interna está el cerebro de “reptil”, comportamientos
primitivos (hambre, sed, lucha).
• Segunda capa cerebro paleomamífero, emociones (miedo, alegría).
• Regiones externas cerebro de neomamífero, razonamiento.
, 1.1.2 EL INCONSCIENTE ADAPTATIVO
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