Neuromarketing In Traditional Ecuadorian Gastronomy and Its Influence on The Millennial Generation

Abstract

This article addresses the topic of neuromarketing applied in the context of traditional Ecuadorian gastronomy, with a specific focus on its impact on the Millennial generation. The objective of the work was to analyze the effect of neuromarketing on the preference and choice of traditional Ecuadorian foods by this generation. The research was carried out in Ecuador and included a sample of 250 consumers. The results show that neuromarketing significantly influences Millennials' decision to choose traditional Ecuadorian food. In addition, this research is relevant for marketing and gastronomy professionals as well as for those interested in delving into this exciting field of neuromarketing applied to Ecuadorian gastronomy.