Análisis de la publicidad subliminal y su influencia en el comportamiento del consumidor en el proceso de decisión de compra en establecimientos de gastronomía internacional en la zona de San Rafael, sector El Triángulo de la ciudad de Quito, en el año 2023

Abstract

The present study analyzes the impact of subliminal advertising on the behavior of diners in international cuisine restaurants in the El Triángulo sector of San Rafael in the city of Quito, in the year 2023. It examines how these strategies influence the decision-making process of consumers through the use of implicit stimuli that affect emotions and preferences. The study explores the use of neuromarketing and establishes the ethical and moral value that the managers of international cuisine establishments in the sector attribute to subliminal advertising techniques. It raises key questions inherent to the factors that are part of the spectrum of implicit advertising and seeks to improve the understanding of the effects of non-explicit advertising on diner behavior, as well as the ethical dimension in the promotion of these gastronomic services.