Neuromarketing Programming and Labor Productivity: An Exploratory Study of Small Enterprises in Cartagena, Colombia

Abstract

This study investigated the impact of neuromarketing programming on labor productivity in small enterprises in Cartagena, Colombia. The research employed a mixed-methods approach, analyzing data from 24 companies using multiple statistical procedures, including Cronbach's Alpha, multiple linear regression, one-way ANOVA, and structural equation modeling. The findings showed a positive relationship between neuromarketing implementation and productivity gains. The Neuromarketing Implementation Score is a strong predictor of productivity change (β = 0.029, p < 0.001). The study also identified a dual pathway effect, where neuromarketing techniques improved productivity and enhanced it through increased employee engagement. The research contributes to the understanding of neuromarketing applications in organizational contexts, particularly in developing economies.