The Human Response to Enterprise and Marketing Laboratory is an observation, an experimental room were qualitative, and quantitative studies took place. Studies are oriented to develop specific professional skills on students, teachers, and professors thru an academic, research and experimental ambiance to improve on innovation undertaking projects that enhance organizational strategies and productivity. Further, lab equipment allows to link enterprises to propel PAP services.
Two Gesell Chambers with a 20-person capacity. Both have audio and video recorders.
The research lines are also oriented to neuromarketing and consumer neuroscience research. Were the recording of electrophysiological signals (like heart rate, skin conductance, temperature, respiration, eye movement, micro gesticulations, and brains electrical activity) while commercial stimuli are present, allows us to enhance the understanding of consumer decision-making process. We have equipment that permit us both, experimental studies in a controlled laboratory and ambulatory point-of-sale evaluations with biometrics.
The applications that this tool allow goes thru sensory evaluation of ambiance stimuli that can influence on consumer final decisions, testing new products, negotiation, and interviews techniques, ergonomics, forming leaderships, packaging, branding, pricing, merchandising an so on.
Currently, the lab offer services to the university community, especially undergraduate and graduate courses in Neuromarketing, Sales Promotion, Commercial Negotiation, Consumer Behavior Analysis, Marketing, Qualitative and Quantitative Research, Publicity, Psychological Communication and Professional Appliance Projects.
Human Response to Enterprise and Marketing
Business School, ITESO A.C.
MSc. José Andrés Morales Muñoz