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Repositorio de la Red Internacional de Investigadores en Competitividad

Competitividad global y ventaja competitiva

Vol. 19 (2025): La IA y el futuro digital construyendo el camino hacia un mundo sostenible y competitivo 978-84-10470-93-4

Estímulos del marketing sensorial auditivo que influyen en la decisión de compra entre hombres y mujeres de la generación centellians

Submitted
October 30, 2025
Published
2025-11-06

Abstract

Este estudio examina cómo el marketing sensorial auditivo afecta la memoria y cómo esto influye en las decisiones de compra de estudiantes universitarios. El cual tiene como finalidad analizar cómo los estímulos del marketing sensorial auditivos influyen en la memoria del consumidor y cómo esto incide en sus decisiones de compra. Con un enfoque cuantitativo, descriptivo y correlacional, se aplicó un cuestionario tipo Likert a 110 participantes (52 mujeres y 58 hombres) para evaluar tres variables: marketing sensorial auditivo (MSA), memoria (ME) y decisión de compra (DC). Los resultados del análisis ANOVA muestran que la memoria tiene un efecto positivo en la decisión de compra, mientras que no se encontró una influencia significativa del marketing sensorial auditivo ni sobre la memoria ni sobre la decisión de compra.

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