Abstract

Emotions are the fundamental pillar of neuromarketing, the perception of hedonic, utilitarian value, the emotions experienced by customers during the buying process and the effect the behavior of each stage is seen from the brain structures of the mind. The sample selected for the study was 354 real customers of supermarkets in the city of Riobamba and the sample of 8 participants with the use of eye tracking glasses in the store tour during this process. The results, in three stages of the process system (inputs, processes and results) with the emotions involved in each stage. Stage I are: uncertainty, joy, anger/anger/anxiety, happiness, curiosity. The emotions in stages II and III are joy, surprise, satisfaction, security, and confidence and the emotions felt in the Evaluation Stage are satisfaction, exhaustion, demotivation, joy, and anger/anger/anxiety. There are hormones and neurotransmitters that are involved with emotions at different stages of the buying process. The right brain hemispheres are activated in negative emotions, left in positive emotions in all stages of the buying process. Brain structures are also activated at each stage of the buying process. The results of the Eye tracking in the comparative analysis analyzed Meditation, Attention and Blinking in the stages of the purchase process. It is concluded that repurchase and recommendation intentions are determined by positive emotions which, in turn, are determined by the hedonic and utilitarian value of the product and services that reduce negative emotions.