Emociones y preferencias visuales de consumidores hacia hojuelas de papas (Solanum tuberosum) nativas y clásicas: Estudio comparativo utilizando neurogastronomía y neuromarketing


  • Samuel Julca-Infantes Facultad de Ciencias Agropecuarias, Universidad Nacional de Trujillo, Trujillo, Perú.
  • J. P. Cruz-Tirado Department of Food Engineering, School of Food Engineering, University of Campinas, Campinas, SP, Brasil.
  • Delia Izaguirre-Torres Facultad de Ciencias de la Salud, Universidad Católica de Trujillo Benedicto XVI, Trujillo, Perú.



Palabras clave:

papa nativa, toma de decisiones estratégicas, investigación de mercado, preferencias y emociones, neuromarketing


El uso de herramientas tecnológicas, en adición a las técnicas tradicionales, para conocer las emociones y preferencia de los consumidores a productos alimenticios es muy importante para que los desarrolladores de productos tengan mejor información para la toma de decisiones. El objetivo del presente estudio fue utilizar herramientas de la neurogastronomía y neuromarketing para estudiar las emociones y preferencias visuales de los consumidores hacia hojuelas de papas (Solanum tuberosum) nativas y clásicas. Se utilizaron dos tipos de hojuelas frita, papa clásica y papa nativa, con un costo de S/ 6,60 (1.79 USD) y S/ 7,00 (1.90 USD), respectivamente. En una primera etapa se utilizó la tecnología de Seguimiento Ocular y el Análisis de Emoción utilizando una aplicación para teléfono móvil. En una segunda etapa, cada participante respondió una encuesta cognitiva, mediante el uso de formulario Google. Se utilizaron 100 consumidores con edades entre 14 y 63 años. La encuesta mostró que un 45% de los consumidores mostraron su intención de comprar el producto nativo más que el producto clásico. Los resultados de neuromarketing mostraron principalmente una mayor proporción de neutralidad, y un poco menor, en emociones negativas de “escepticismo”, “tristeza” y “disgusto”, especialmente sobre el factor nutricional y el precio. Estos resultados, más que contradictorios son complementarios, ya que las herramientas tecnológicas nos permiten conocer más detalles de las preferencias y elecciones. Los consumidores pretenden consumir más productos nativos, siempre que sean más nutritivos, más sustentables, más baratos y beneficien al productor local.

Biografía del autor/a

Samuel Julca-Infantes, Facultad de Ciencias Agropecuarias, Universidad Nacional de Trujillo, Trujillo, Perú.




J. P. Cruz-Tirado, Department of Food Engineering, School of Food Engineering, University of Campinas, Campinas, SP, Brasil.





Delia Izaguirre-Torres, Facultad de Ciencias de la Salud, Universidad Católica de Trujillo Benedicto XVI, Trujillo, Perú.




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Cómo citar

Julca-Infantes, S. ., Cruz-Tirado, J. P. ., & Izaguirre-Torres, D. . (2023). Emociones y preferencias visuales de consumidores hacia hojuelas de papas (Solanum tuberosum) nativas y clásicas: Estudio comparativo utilizando neurogastronomía y neuromarketing. Scientia Agropecuaria, 14(2), 235-246. https://doi.org/10.17268/sci.agropecu.2023.021



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