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colspan=3D"4" style= =3D"width:370.7pt; padding:0pt 5.4pt; vertical-align:top"><span= style=3D"font-family:'Times New Roman'">Universidad T=C3=A9cnica de Cotopa= xi (UTC), Latacunga, Ecuador.= <img src=3D"data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAABQ= AAAAUCAYAAACNiR0NAAAABHNCSVQICAgIfAhkiAAAAAlwSFlzAAAOxAAADsQBlSsOGwAAA2lJRE= FUOI21lEtoXVUUhr+197n3nNzbJN6omdTWRmwbikVq4iMxk0ZU2oGgA1FnQcQiUhUnFqo4cGIRQ= UGd+KDY+Jp25ouiGCOxElqjhba0URPzsPQmuY9zzj1nLwcnuU1iQ0f+mzXZe///Wv/aiy1cBV/8= 3NNOPr/VWHunqO5OVNuNlQVjmZCGjCVhcPHR3q8XrsaVNUITu/KSlu7LFeSpNNZ+57RTjDTvqFM= 1IvNiGXWJvD/9x8yXB/efizYU/Hy8/0W/aA/Xq43r1P3nOCNIFsW2XLleTd648Z/863v3nkjWCL= 59dp/fWSsfzOXNkShKacvfgnMRlXjqqqIrwr5vkihyhxbT+K2ne082AAzADZXyPj+wL8ehQ1NH7= 00v0N35OAroutW0rxDF6rUUvddaJfdwM9HwqYFSa0GO1SrpfucUVUXEZCQcqQtZ0VEU1QTPtmAk= DygiEBTsTxq6hx65fWTOy7l0exjKgGrGcjTo2/oKS9EUZ2aPcf/Oo1iTI9UGqFJrzDF5+Sv+Wvg= +y+IEVXaGibsbOO5hGBSkbUUQdRT9zaQuBhE6Ct2MT7/D9OIIVnw6Ct3csfk52oNtTMwcBbE0Yt= 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tical-align:top">Dayanna Alejandra Londo=C3=B1o Pe=C3= =B1a</td><td style=3D"width:10.5pt; padding:0pt 5.4pt; vertical-= align:top"> <= /span></td><td style=3D"width:166.35pt; padding:0pt 5.4pt; vertical-ali= gn:top">= https://orcid.org/0009-0001-6= 048-8517 </td><td style=3D"padding:0pt; vertical-align:top"></td= ></tr><tr><td style=3D"width:3.25pt; padding:0pt 5.4pt; vertical-align:top"= > = </td><td colspan=3D"4" style=3D"width:370.7pt; padding:0pt 5.4pt; vertical-= align:top">Univer= sidad T=C3=A9cnica de Cotopaxi (UTC), Latacunga, Ecuador.<img src=3D"data:image/png;base64= ,iVBORw0KGgoAAAANSUhEUgAAABQAAAAUCAYAAACNiR0NAAAABHNCSVQICAgIfAhkiAAAAAlwSF= lzAAAOxAAADsQBlSsOGwAAA2lJREFUOI21lEtoXVUUhr+197n3nNzbJN6omdTWRmwbikVq4iMxk= 0ZU2oGgA1FnQcQiUhUnFqo4cGIRQUGd+KDY+Jp25ouiGCOxElqjhba0URPzsPQmuY9zzj1nLwcn= uU1iQ0f+mzXZe///Wv/aiy1cBV/83NNOPr/VWHunqO5OVNuNlQVjmZCGjCVhcPHR3q8XrsaVNUI= Tu/KSlu7LFeSpNNZ+57RTjDTvqFM1IvNiGXWJvD/9x8yXB/efizYU/Hy8/0W/aA/Xq43r1P3nOC= 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-top:9.7pt; margin-left:182.5pt; position:absolute" /><a href=3D"mai= lto:dayanna.londono8648@utc.edu.ec" style=3D"text-decoration:none">dayanna.londono8648@utc.edu.ec</a></td></tr= ><tr><td style=3D"width:3.25pt; padding:0pt 5.4pt; vertical-align:top">3</td><td style=3D"width:171= .95pt; padding:0pt 5.4pt; vertical-align:top">Edison = Rolando S=C3=A1nchez Pallo</td><td style=3D"width:10.5pt; paddin= g:0pt 5.4pt; vertical-align:top"> </td><td style=3D"width:166.35pt; padding:0= pt 5.4pt; vertical-align:top">https:/= /orcid.org/0000-0002-7086-8038</td><td style=3D"padding:0pt; ver= tical-align:top"></td></tr><tr><td style=3D"width:3.25pt; padding:0pt 5.4pt= ; vertical-align:top"> </td><td colspan=3D"4" style=3D"width:370.7pt; padding= :0pt 5.4pt; vertical-align:top">Universidad T=C3=A9cnica de Cotopaxi (UTC), Latacunga, Ecuad= or<a href=3D"mailto:edison.sa= nchez7257@utc.edu.ec" style=3D"text-decoration:none">edison.sanchez7257@utc.edu.ec</a></td></tr><tr style=3D"h= eight:0pt"><td style=3D"width:14.05pt"></td><td style=3D"width:182.75pt"></= td><td style=3D"width:21.3pt"></td><td style=3D"width:177.15pt"></td><td st= yle=3D"width:0.3pt"></td></tr></table><a id= =3D"_heading_h.n2iyobj7gbod"></a> <table style=3D"wid= th:436.6pt; margin-bottom:0pt; padding:0pt; border-collapse:collapse"><tr><= td colspan=3D"6" style=3D"width:162.9pt; padding:0pt 5.4pt; vertical-align:= top"><sp= an style=3D"font-family:'Times New Roman'"> </td><td colspa= n=3D"2" style=3D"width:252.1pt; border-top:0.75pt solid #000000; border-bot= tom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top">= Art=C3=ADcu= lo de Investigaci=C3=B3n Cient=C3=ADfica y Tecnol=C3=B3gicaEnviado: 12/11/2025= Revisado:08/12/20= 25 Aceptad= o: 22/01/2026 Publicado: 09/02/2026DOI: <a h= ref=3D"https://doi.org/10.33262/visionariodigital.v10i1.3603%20" style=3D"t= ext-decoration:none">https://doi.org/10.33262/visionariodigital.v10i1.3603= </a> &#x= a0; <span= style=3D"line-height:115%; font-family:'Times New Roman'; font-size:9pt; f= ont-weight:bold; background-color:#ffffff"> </td></t= r><tr><td colspan=3D"6" style=3D"width:162.9pt; padding:0pt 5.4pt; vertical= -align:top"> </td><td co= lspan=3D"2" style=3D"width:252.1pt; border-top:0.75pt solid #000000; border= -bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top"> </td></tr><tr><td style=3D= "width:52.2pt; border-top:0.75pt solid #000000; padding:0pt 5.4pt; vertical= -align:top"> C=C3=ADtese: </td><td style=3D"width= :5.3pt; border-top:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:= top"><= span style=3D"font-family:'Times New Roman'; font-weight:bold"> </span= ></td><td colspan=3D"5" style=3D"width:340.95pt; border-top:0.75pt soli= d #000000; padding:0pt 5.4pt; vertical-align:top"> Guevara Cadena, S. P., Londo= =C3=B1o Pe=C3=B1a, D. A., & S=C3=A1nchez Pallo, E. R. (2026). An=C3=A1l= isis de las respuestas emocionales a videos promocionales: un estudio de ca= so con los estudiantes de primer ciclo de la Facultad de Ciencias Administr= ativas y Econ=C3=B3micas de la Universidad T=C3=A9cnica de Cotopaxi. </span= >Visionario Digital, 10(1), 23-42. <a href=3D"https://doi.org/10= .33262/visionariodigital.v10i1.3603" style=3D"text-decoration:none">https://doi.org/10.33262/visionariodigital.v10i1.3603</sp= an></a> </td><td style=3D"border-top:0.75pt solid #000000; pa= dding:0pt; vertical-align:top"></td></tr><tr><td style=3D"width:52.2pt; pad= ding:0pt 5.4pt; vertical-align:top"><img src=3D"data:image/jpeg;base= 64,/9j/4AAQSkZJRgABAQEAYABgAAD/2wBDAAEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEB= AQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQH/2wBDAQEBAQEBAQEBAQEBAQEBAQE= BAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQH/wAARCAAiAE= EDASIAAhEBAxEB/8QAHQAAAgMBAAMBAAAAAAAAAAAAAAcGCAkFAQIDBP/EAD8QAAEEAgEDAQMGC= 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style=3D"width:5.3pt; padding:0pt 5.4pt; vertical-align:top"> </td><td = colspan=3D"5" style=3D"width:340.95pt; padding:0pt 5.4pt; vertical-align:to= p"><div style=3D"border-top:0.75pt solid #000000; border-bottom:0.75pt soli= d #000000; clear:both"> VISIONARIO DIGITAL, e<sp= an style=3D"line-height:115%; font-family:'Times New Roman'; font-size:8pt"= >s una revista cient=C3=ADfica, trimestral,</s= pan> que se publicar=C3=A1 en soporte electr=C3=B3nico tiene como </spa= n>misi=C3=B3n contribuir a la&#= xa0; formaci=C3=B3n de profesionales competente= s con visi=C3=B3n human=C3=ADstica y cr=C3=ADtica que sean capaces de expon= er sus resultados investigativos y cient=C3=ADficos en la misma medida que = se promueva mediante su intervenci=C3=B3n cambios positivos en la sociedad.= <a href=3D"https://visionariodigital.org" style=3D"= text-decoration:none">https:/= /visionariodigital.org</a> La revista es editada por la Editorial Ciencia Digital (Edito= rial de prestigio registrada en la C=C3=A1mara Ecuatoriana de Libro con No = de Afiliaci=C3=B3n 663) <a href=3D"http://www.celibro.org.ec" style= =3D"text-decoration:none">www= .celibro.org.ec</a> </div> </td><td style=3D"padding:0p= t; vertical-align:top"></td></tr><tr style=3D"height:23.65pt"><td style=3D"= width:52.2pt; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertic= al-align:top"><img src=3D"data:image/png;base64,iVBORw0KGgoAAAANSUh= EUgAAAE0AAAAcCAYAAAAk2zLiAAAABHNCSVQICAgIfAhkiAAAAAlwSFlzAAAOxAAADsQBlSsOGw= AAE1VJREFUaIHtmVl4VFW2x3/7nFNThspMCIEQQgIIBBRkaIYWkEFQQbG9Aa+EQRlUtBlaBZtPb= MBuVGznDuA1eMMgiHyIAsokqJhIEpFJgiaoCVAhQAKVpFJVp6rOvg+VFAkCfr7f9XJS+5y19lr/= vaa9InRdl2fPnSVgGAgBCBAIgiQbH42/hQDZuEbz7wAhkciggGYkpQzKRSDl1feimTwZZG8Simw= p4dptAVAQIVktXrXY/homrm4i5NUPZUszmtlD0CYpMQIGHVLTUFQFUVl5Vs54bBaj77kbiXH9PR= otESL4bDJdIhv/aHy2xOu3JJsZKiUGEmkYgEBTlOsbLq41vEkvgTQkhiExBCiKQAjRUg3RwoiW/= FIBKQlII2iPAEUoIV4hQAqJlBJFKOzdtZd/Lv0X6ekd0epdDbRvn0pCQsJvQWsyLiDRdR8ejwev= 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rKs88+y65duygtLaVz587U1NRw9OhRMjIyuP322ykoKLipDuLkyZOya9euv2usEAJFVdBUDZPJh= GEY6Lr+m5HK71F4eDj9+/dHURQcDgenT5/G7/czePBgvvzyy9895bi4OGJjYzl79iyZmZk4HA5c= Lhc9evRASsmJEye4fPnyDXVSFIX27dtzyy23UF1dzZUrV/D5fJSXl5Oeno7X6+XXX3+9Lu/OnTs= ZOXIkory8XE6ePPmmija/UF9v/Xrvbiarqc/7I7zXNtbN6Y/Ia95fNpfbXMaN+FesWBGaDv8//U= H6Pw/h65aldWKXAAAAAElFTkSuQmCC" width=3D"77" height=3D"28" alt=3D"" style= =3D"margin-top:0.15pt; margin-left:0pt; position:absolute" /> <= /td><td style=3D"width:5.3pt; border-bottom:0.75pt solid #000000; padding:0= pt 5.4pt; vertical-align:top"> </td><td colspan=3D"5" style=3D"width:340.95pt= ; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top= "><spa= n style=3D"line-height:115%; font-family:'Times New Roman'; font-size:8pt; = font-style:italic">Esta revista est=C3=A1 protegida bajo una licencia Creat= ive Commons Atribuci=C3=B3n-No Comercial-Compartir Igual 4.0 International.= Copia de la licencia: <a href=3D"https://creativecommons.org/licens= es/by-nc-sa/4.0/deed.es" style=3D"text-decoration:none">https://creativecommons.org/l= icenses/by-nc-sa/4.0/deed.es</a> <= /td><td style=3D"border-bottom:0.75pt solid #000000; padding:0pt; vertical-= align:top"></td></tr><tr><td colspan=3D"3" style=3D"width:92.9pt; border-to= p:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top"><s= pan style=3D"font-family:'Times New Roman'; font-weight:bold; color:#767171= ">Palabras clave: Respuestas emocio= nales; comunicaci=C3=B3n audiovisual institucional; neuromarketing; = an=C3=A1lisis biom=C3=A9trico; reco= nocimiento facial; FaceReader.</td><td colspan=3D"2" style=3D"wi= dth:4.15pt; border-top:0.75pt solid #000000; padding:0pt 5.4pt; vertical-al= ign:top"> </td><td colspan=3D"3" style=3D"width:307.15pt; bo= rder-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; padding:= 0pt 5.4pt; vertical-align:top">Resumen Introducci=C3=B3n: <= span style=3D"font-family:'Times New Roman'">esta investigaci=C3=B3n analiz= a las reacciones emocionales inducidas por un est=C3=ADmulo audiovisual pro= mocional institucional entre los estudiantes de primer ciclo de la Facultad= De Ciencias Administrativas y Econ=C3=B3micas de la Universidad T=C3=A9cni= ca de Cotopaxi, considerando la importancia de la comunicaci=C3=B3n audiovi= sual en contextos universitarios y su impacto en la atenci=C3=B3n y la resp= uesta emocional. Objetivos: el objetivo principal fue examinar las reacciones emocionales de primer o= rden de los estudiantes bajo la exposici=C3=B3n a los videos promocionales = institucionales utilizando el software FaceReader, con el fin de determinar= el patr=C3=B3n principal de respuesta emocional bajo el est=C3=ADmulo audi= ovisual. Metodolog=C3=ADa: el estudio fue cuantitativo, no experimental transversal, descriptivo; la = muestra estuvo compuesta por 50 estudiantes, cuyas expresiones faciales fue= ron registradas mientras ve=C3=ADan un est=C3=ADmulo audiovisual integrado.= El an=C3=A1lisis biom=C3=A9trico reportando las emociones b=C3=A1sicas, in= dicadores de valencia emocional, nivel de activaci=C3=B3n y atenci=C3=B3n, = procesados estad=C3=ADsticamente por el software SPSS versi=C3=B3n 26.</spa= n> Resultad= os: los resultados rev= elaron que la mayor=C3=ADa de las respuestas fueron de emoci=C3=B3n neutral= , y hubo altos grados de indicador de atenci=C3=B3n y bajos niveles de conf= usi=C3=B3n; tambi=C3=A9n hubo un ligero aumento en la valencia positiva sob= re los sentimientos de valencia negativa, sin registrarse una respuesta emo= cional de alta intensidad. Conclusi=C3=B3n: La investigaci=C3=B3n indica que el est=C3=ADmulo audiovi= sual integrado provoc=C3=B3 respuestas emocionales estables y una atenci=C3= =B3n adecuada en los estudiantes. =C3=81rea de estudio general: Administraci=C3=B3n. =C3=81rea de estudio= espec=C3=ADfica: Comu= nicaci=C3=B3n Institucional y Neuromarketing. Tipo de= estudio: Art=C3=ADculo original. </td></tr><tr>= <td colspan=3D"4" style=3D"width:96.15pt; padding:0pt 5.4pt; vertical-align= :top">Keywords: Emoti= onal responses; institutional audiovisual communication; neuromarketing; </= span><= span style=3D"font-family:'Times New Roman'">biometric analysis; </p= >facial recognition; FaceReader.= </td><td style=3D"width:0.9pt; padding:0pt 5.4pt; vertical-align:top"><= p style=3D"margin-bottom:0pt; text-align:justify; line-height:115%; font-si= ze:12pt">&#= xa0;</td><td colspan=3D"3" style=3D"width:307.15pt; border-top:0= .75pt solid #000000; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt;= vertical-align:top">AbstractIntroduction. This study analyzes the emotional responses g= enerated by an institutional promotional audiovisual stimulus in first cycl= e students from the Faculty of Administrative and Economic Sciences of the = Technical University of Cotopaxi, considering the relevance of audiovisual = communication in university contexts and its influence on attention and emo= tional response. Objective. The main objective was to analyze the emotional responses produced by an = institutional promotional video in students using the FaceReader software, = to identify the predominant emotional trend during exposure to the audiovis= ual stimulus. Methodology. The research followed a quantitative approach with a non-experimental, cro= ss-sectional, and descriptive design. The sample consisted of 50 students w= hose facial expressions were recorded during the viewing of an integrated i= nstitutional audiovisual stimulus. The biometric analysis evaluated basic e= motions as well as emotional valence, arousal level, and attention indicato= rs, with the data statistically processed using SPSS version 26. <sp= an style=3D"font-family:'Times New Roman'; font-weight:bold">Results. </spa= n>The findings revealed a pre= dominance of neutral emotion, accompanied by elevated levels of attention a= nd low levels of confusion, as well as slightly higher values of positive e= motional valence compared to negative valence, without registering high int= ensity emotional reactions. Conclusion. It is concluded that the institutional audiovisual stimulus g= enerated stable emotional responses and adequate levels on the application = of biometric tools for the analysis of institutional audiovisual. <s= pan style=3D"font-family:'Times New Roman'; font-weight:bold">General Area = of Study: Administrati= on. = Specific area of study: Institutional communication and neuromarketing. Typ= e of study: Original article. </td></tr><tr style=3D"height:0pt= "><td style=3D"width:63pt"></td><td style=3D"width:16.1pt"></td><td style= =3D"width:24.6pt"></td><td style=3D"width:3.25pt"></td><td style=3D"width:1= 1.7pt"></td><td style=3D"width:55.05pt"></td><td style=3D"width:257.15pt"><= /td><td style=3D"width:5.75pt"></td></tr></table> <ol style=3D"margin:0pt; padding-left:0pt"><li st= yle=3D"margin-left:17.3pt; margin-bottom:10pt; text-align:justify; line-hei= ght:115%; padding-left:4pt; font-family:'Times New Roman'; font-size:12pt; = font-weight:bold">Introducci=C3=B3n</li></ol><a id= =3D"_heading_h.qtmfqbmz5r98"></a>Esta inundaci=C3=B3n general de propaganda es la realidad actual de los= negocios y los medios, lo que hace que la tarea de captar y establecer rel= aciones con las audiencias sea muy dif=C3=ADcil en un entorno caracterizado= por la saturaci=C3=B3n de mensajes promocionales (Benavides & Loyola, = 2025). Se reconoce que los estudios de mercado convencionales, basados en g= ran medida en el razonamiento racional y la comunicaci=C3=B3n oral, no capt= uran adecuadamente las manifestaciones del comportamiento humano, por cuant= o que muchas de las decisiones y respuestas se realizan mediante un proceso= inconsciente y autom=C3=A1tico (Baraybar-Fern=C3=A1ndez et al., 2017; Ram= =C3=ADrez-Brice=C3=B1o, 2016).En este sentido la neuro comunicaci=C3=B3n instituci= onal surgi=C3=B3 como un enfoque interdisciplinario que re=C3=BAne ideas en= psicolog=C3=ADa del consumidor, la neurociencia y neuropsicolog=C3=ADa, co= n el objetivo de explorar lo procesos emocionales que desencadenan la inter= pretaci=C3=B3n de los mensajes comunicativos (Cevallos & Tinoco, 2025; = Ram=C3=ADrez-Brice=C3=B1o, 2016). Para poder examinar los est=C3=ADmulos pu= blicitarios, es necesario entender las respuestas emocionales, tal como se = demostr=C3=B3 en diversas investigaciones que confirman que las funciones c= ognitivas y las emociones interact=C3=BAan entre s=C3=AD (Baraybar-Fern=C3= =A1ndez et al., 2017; Benavides & Gonz=C3=A1lez, 2025).Cuantificar las respues= tas emocionales involuntarias de los individuos es esencial para entender e= l impacto de la propaganda (Baraybar-Fern=C3=A1ndez et al., 2017; Cevallos = & Tinoco, 2025). En el =C3=A1rea de la neuro comunicaci=C3=B3n instituc= ional, se utilizan t=C3=A9cnicas biom=C3=A9tricas no intrusivas para determ= inar las respuestas subconscientes con mayor precisi=C3=B3n que los m=C3=A9= todos convencionales (Cevallos & Tinoco, 2025). Por nombrar una de esta= s herramientas, una de las mejores en el campo es el software de reconocimi= ento facial, tambi=C3=A9n conocido como FaceReader (Rodas & Montoya-Restrepo, 2019; Cevallos &am= p; Tinoco, 2025; Ram=C3=ADrez-Brice=C3=B1o, 2016).<sp= an style=3D"font-family:'Times New Roman'">El FaceReader una tecnolog=C3=AD= a indispensable que proporciona evaluaciones mediante el proceso inmediato = de las expresiones faciales de los clientes y las asocia con un conjunto es= pec=C3=ADfico de emociones (Rodas & Montoya-Restrepo, 2019; Ram=C3=ADre= z-Brice=C3=B1o, 2016). Algunas de las emociones b=C3=A1sicas que esta herra= mienta tiene la capacidad de detectar al leer micro expresiones faciales so= n: disgusto (o desagrado), alegr=C3=ADa (o disfrute/felicidad), miedo, desp= recio, ira (o rabia), tristeza, sorpresa y el estado neutral (Rodas & M= ontoya-Restrepo, 2019; Andrade-Zotamba et al., 2021). En el caso de experie= ncias multisensoriales en forma de videos institucionales, FaceReader reali= za una caracterizaci=C3=B3n fisiol=C3=B3gica de los m=C3=BAsculos faciales,= incluidas las micro expresiones involuntarias. As=C3=AD se sigue una evalu= aci=C3=B3n objetiva de la respuesta emocional (Rodas & Montoya-Restrepo= , 2019; Ram=C3=ADrez-Brice=C3=B1o, 2016).Seg=C3=BAn varios estudios a nivel inter= nacional, los mensajes de propaganda que son m=C3=A1s emocionalmente intens= os tienen un mayor impacto y pueden promover el recuerdo de la marca (Baray= bar-Fern=C3=A1ndez et al., 2017; Baraybar-Fern=C3=A1ndez et al., 2023; Roda= s & Montoya-Restrepo, 2019). Las t=C3=A9cnicas (por ejemplo, Eye Tracki= ng, FaceReader) = permiti=C3=B3 desarrol= lar m=C3=A9todos precisos para determinar qu=C3=A9 elementos evocan la mayo= r respuesta emocional y cognitiva de los consumidores (Rodas & Montoya-= Restrepo, 2019). La codificaci=C3=B3n facial, seg=C3=BAn estos autores, es = crucial para establecer reacciones emocionales positivas, negativas o neutr= ales; al analizar anuncios de televisi=C3=B3n, se encuentra que la tristeza= y la alegr=C3=ADa son las respuestas emocionales m=C3=A1s frecuentes.</spa= n><a id=3D"_heading_h.3ruupt119nh8"></a>Se realizaron estudios sobre si los efectos de la= publicidad emocional que son prevalentes en todo el mundo tambi=C3=A9n ocu= rren en Am=C3=A9rica Latina (Benavides Polo & Gonz=C3=A1lez Loyola, 202= 5). La publicidad emocional en Ecuador resulta en mayor compromiso y una ev= aluaci=C3=B3n positiva de la marca que la publicidad racional (Andrade-Zota= mba et al., 2021). Estudios recientes se demostr=C3=B3 que la publicidad au= diovisual genera respuestas emocionales medibles en la audiencia, las cuale= s pueden ser analizadas objetivamente mediante el uso de herramientas biom= =C3=A9tricas de neuromarketing (Castro-Anal=C3=BAiza & Pazmi=C3=B1o-Chi= mbana, 2023)<a id=3D"_heading_h.lqaayomc51lt"></a><sp= an style=3D"font-family:'Times New Roman'">Por otro lado, investigaciones r= ecientes de la Universidad T=C3=A9cnica de Machala emplearon t=C3=A9cnicas como la = El= ectroencefalograf=C3=ADa (EEG) para examinar las respuestas emocionales de los estudiantes ante e= st=C3=ADmulos sensoriales y publicidad (Cevallos & Tinoco, 2025), propo= niendo la integraci=C3=B3n del an=C3=A1lisis facial con la finalidad de obt= ener una perspectiva m=C3=A1s completa del comportamiento del consumidor.</= span>Finalment= e, este estudio desarrollado en la Facultad de Ciencias Administrativas y E= con=C3=B3micas de la Universidad T=C3=A9cnica de Cotopaxi (UTC<= span style=3D"font-family:'Times New Roman'">) busca aplicar como metodolog= =C3=ADa la de reconocimiento facial (<= /span>Face= Reader) con el fin de = analizar las emociones de los alumnos frente al contenido de los videos ins= titucionales. Entender c=C3=B3mo los j=C3=B3venes de la Generaci=C3=B3n Z r= eaccionan a nivel emocional a los est=C3=ADmulos audiovisuales es el objeti= vo de este an=C3=A1lisis, ya que sus emociones impactan en la intenci=C3=B3= n de compartir contenido y en la memoria (Mu=C3=B1oz-Pico & Viteri-Manc= ero, 2022; Ram=C3=ADrez-Brice=C3=B1o, 2016). Investigaciones recientes indi= can que los integrantes de este grupo generacional suelen mostrar reaccione= s emocionales moderadas ante los mensajes publicitarios, valorando m=C3=A1s= la coherencia y el contenido significativo que la estimulaci=C3=B3n emocio= nal intensa (Karimulla et al., 2025). La utilizaci=C3=B3n del FaceReader po= sibilita un entendimiento mucho m=C3=A1s completo de la efectividad emocion= al de los mensajes publicitarios(Baraybar-Fern=C3=A1ndez et al., 2017; Bara= ybar-Fern=C3=A1ndez et al., 2023).<h3 style=3D"margin-top:0pt; m= argin-bottom:10pt; text-align:justify; line-height:115%">1.1. Planteam= iento del problema</h3>El contenido audiovisual institucional integrado pretende gener= ar reacciones emocionales en la audiencia, a trav=C3=A9s de emociones como = la tristeza, la ira o la alegr=C3=ADa de forma deliberada dentro de los men= sajes publicitarios para crear expresiones atractivas y transmitir sensacio= nes vinculadas a las marcas (Baraybar-Fern=C3=A1ndez et al., 2017; Mu=C3=B1= oz-Pico & Viteri-Mancero, 2022). Seg=C3=BAn varios estudios, los videos= institucionales con contenido emocional son m=C3=A1s propensos a atraer la= atenci=C3=B3n de quien observa y a facilitar el procesamiento del mensaje;= es por esa raz=C3=B3n que se vio el inter=C3=A9s acad=C3=A9mico por examin= ar las reacciones emocionales que estos est=C3=ADmulos visuales producen (B= enavides Polo & Gonz=C3=A1lez Loyola, 2025).<span= style=3D"font-family:'Times New Roman'">Sin embargo, uno de los retos m=C3= =A1s importantes al momento de analizar la comunicaci=C3=B3n audiovisual in= stitucional es la dificultad para poder medir objetivamente las respuestas = emocionales profundas, en particular las que suceden de forma inconsciente = y autom=C3=A1tica, adem=C3=A1s las herramientas de neuromarketing demostrar= on que las reacciones a nivel fisiol=C3=B3gico pueden diferir de lo que las= personas manifiestan por medio de instrumentos tradicionales, como encuest= as o entrevistas (Baraybar-Fern=C3=A1ndez et al., 2017; Cevallos & Tino= co, 2025).En relaci=C3=B3n con los estudiantes de la Universidad T=C3=A9cnica= de Cotopaxi (UTC), ha= y muy poca informaci=C3=B3n sobre los diferentes patrones de respuestas emo= cionales que se generan al ver los videos institucionales, especialmente aq= uellas que se encuentran expresadas por medio de micro expresiones faciales= . Adem=C3=A1s, hay poca evidencia emp=C3=ADrica que posibilite la descripci= =C3=B3n de estas respuestas emocionales objetivas (Cevallos & Tinoco, 2= 025; Baraybar-Fern=C3=A1ndez et al., 2023).Dentro de este contexto, es acertado in= cluir metodolog=C3=ADas biom=C3=A9tricas que ayuden en la cuantificaci=C3= =B3n de las respuestas emocionales en tiempo real, tomando en cuenta los in= dicadores como la activaci=C3=B3n y la valencia emocional, adem=C3=A1s el a= n=C3=A1lisis de las reacciones emocionales involuntarias provocadas por est= =C3=ADmulos audiovisuales puede ser abordado de manera objetiva mediante la= utilizaci=C3=B3n de herramientas de neuromarketing como el FaceReader (Rod= as & Montoya-Restrepo, 2019; Baraybar-Fern=C3=A1ndez et al., 2023). Es = por esta raz=C3=B3n que se propone la importancia de llevar a cabo un estud= io de caso que analice las respuestas emocionales de los estudiantes de la = Facultad de Ciencias Administrativas y Econ=C3=B3micas de la Universidad T= =C3=A9cnica de Cotopaxi frente a videos institucionales; tomando en cuenta = que este estudio tendr=C3=A1 como principal eje el an=C3=A1lisis biom=C3=A9= trico facial, enfocando el an=C3=A1lisis exclusivamente en la respuesta emo= cional involuntaria registrada mediante biometr=C3=ADa facial.<p= style=3D"margin-bottom:10pt; text-align:justify; line-height:115%; font-si= ze:12pt">De lo anterior, se d= esprende la siguiente pregunta central de investigaci=C3=B3n:=C2=BFCu=C3=A1les son= las respuestas emocionales que se generan en los estudiantes de primer cic= lo de la Facultad de Ciencias Administrativas y Econ=C3=B3micas de la Unive= rsidad T=C3=A9cnica de Cotopaxi durante la visualizaci=C3=B3n del video pro= mocional integrado, analizados mediante el uso del software FaceReader?</sp= an>Preguntas espec=C3=ADficas:<ul style=3D"margin:0pt; padd= ing-left:0pt"><li class=3D"ListParagraph" style=3D"margin-top:14pt; margin-= left:17.63pt; line-height:115%; padding-left:3.67pt; font-family:serif"><sp= an style=3D"font-family:'Times New Roman'">=C2=BFQu=C3=A9 tipo de valencia = emocional (positiva, negativa o neutral) predomina en los estudiantes duran= te la visualizaci=C3=B3n del video promocional integrado, seg=C3=BAn el an= =C3=A1lisis biom=C3=A9trico facial?</li><li class=3D"ListParagraph" = style=3D"margin-left:17.63pt; line-height:115%; padding-left:3.67pt; font-f= amily:serif">=C2=BFQu=C3=A9 n= iveles de activaci=C3=B3n emocional se registran en los estudiantes a lo la= rgo de la exposici=C3=B3n al est=C3=ADmulo audiovisual integrado, de acuerd= o con los indicadores biom=C3=A9tricos proporcionados por FaceReader?</span= ></li><li class=3D"ListParagraph" style=3D"margin-left:17.63pt; margin-bott= om:10pt; line-height:115%; padding-left:3.67pt; font-family:serif">=C2=BFQu=C3=A9 patrones emocionales g= enerales se identifican en las respuestas faciales de los estudiantes ante = el est=C3=ADmulo audiovisual promocional integrado?</li></ul><h3 sty= le=3D"margin-top:0pt; margin-bottom:10pt; text-align:justify; line-height:1= 15%"><a id=3D"_heading_h.wvb0hwm4jv1"></a>1.2. Objetivos de la investi= gaci=C3=B3n</h3>Objetivo general: analizar las respuestas emocionales que los videos prom= ocionales generan en los estudiantes del primer ciclo de la Facultad de Cie= ncias Administrativas y Econ=C3=B3micas de la Universidad T=C3=A9cnica de C= otopaxi, mediante el software FaceReader, con el fin de identificar cu=C3= =A1l es la tendencia emocional m=C3=A1s com=C3=BAn durante la observaci=C3= =B3n del est=C3=ADmulo audiovisual.Objetivos espec=C3=ADficos:<= /span>=E2=97=8F = 0; Determinar me= diante el software FaceReader, la inclinaci=C3=B3n afectiva (positiva, neut= ral o negativa) que manifiestan los estudiantes como respuesta al contenido= del video promocional analizado.=E2=97=8F = ; Analizar la intensidad de la respuesta emocional de los estudiantes fre= nte al est=C3=ADmulo promocional, bas=C3=A1ndose en las m=C3=A9tricas de ac= tivaci=C3=B3n registradas por el sistema biom=C3=A9trico FaceReader.= = =E2=97=8F <spa= n style=3D"font-family:'Times New Roman'">Definir las tendencias expresivas= recurrentes en el grupo de estudio al procesar el anuncio publicitario, ba= jo una metodolog=C3=ADa de estudio de caso centrada en la respuesta no verb= al.La m= etodolog=C3=ADa que se presenta a continuaci=C3=B3n describe el dise=C3=B1o= no experimental empleado para la recolecci=C3=B3n de los datos mediante el= software FaceReader y su an=C3=A1lisis se lo realizar=C3=A1 por medio del = programa SPSS, lo que permitir=C3=A1 analizar los resultados para el an=C3= =A1lisis propuesto.<ol start=3D"2" style=3D"margin:0pt; padding-= left:0pt"><li class=3D"ListParagraph" style=3D"margin-left:14pt; margin-bot= tom:10pt; line-height:115%; padding-left:4pt; font-weight:bold">Metod= olog=C3=ADa</li></ol><h2 style=3D"margin-top:0pt; margin-bottom:10pt= ; page-break-inside:auto; page-break-after:auto; line-height:115%"><a id=3D= "_heading_h.n9l2zrnw8p6l"></a>El present= e estudio se desarroll=C3=B3 bajo un enfoque cuantitativo, sustentado bajo = el an=C3=A1lisis de datos biom=C3=A9tricos recabados por medio del software= FaceReader, en el que se pudo registrar de manera directa las diferentes r= espuestas emocionales de los estudiantes durante la visualizaci=C3=B3n de u= n est=C3=ADmulo audiovisual promocional. El enfoque cuantitativo se disting= ue por la utilizaci=C3=B3n e implementaci=C3=B3n de mediciones num=C3=A9ric= as y procedimientos estad=C3=ADsticos para el an=C3=A1lisis sistem=C3=A1tic= o de cada uno de los fen=C3=B3menos observables, siendo adecuado en estudio= s que emplean herramientas tecnol=C3=B3gicas para el registro psicofisiol= =C3=B3gico de la conducta humana (Creswell & Creswell, 2017; Babbie, 20= 13).</h2>El= estudio se clasifica como una investigaci=C3=B3n de tipo exploratoria y de= scriptiva, ya que se orienta a identificar y describir las respuestas emoci= onales generadas por un est=C3=ADmulo audiovisual en una poblaci=C3=B3n esp= ec=C3=ADfica, prescindiendo de establecer relaciones causales ni generaliza= r los resultados a otros contextos.El dise=C3=B1o de la investigaci=C3=B3n fue no = experimental y transversal, esto se debe a que no se manipul=C3=B3 directam= ente ninguna variable y la recolecci=C3=B3n de los datos se realiz=C3=B3 en= un =C3=BAnico momento temporal durante la exposici=C3=B3n al est=C3=ADmulo= audiovisual. En concordancia con Hern=C3=A1ndez et al. (2014) estos estudi= os se caracterizan por observar los fen=C3=B3menos tal y como ocurren en su= contexto natural, sin intervenci=C3=B3n del investigador.<h2 st= yle=3D"margin-top:0pt; margin-bottom:10pt; page-break-inside:auto; page-bre= ak-after:auto; line-height:115%"><a id=3D"_heading_h.59k0drk7em85"></a><spa= n style=3D"font-weight:normal; font-style:italic">2.1.&= #xa0;Poblaci= =C3=B3n y muestra</h2>La poblaci=C3=B3n objetivo del estudio estuvo conformada por los= estudiantes de primer ciclo de las carreras que forman parte de la Faculta= d de Ciencias Administrativas y Econ=C3=B3micas de la Universidad T=C3= =A9cnica de Cotopaxi, = integrada por un total de 343 estudiantes. Sin embargo, debido a la naturaleza experimental = del estudio, el registro emocional mediante FaceReader requiere condiciones= espec=C3=ADficas, tales como la disponibilidad presencial del estudiante, = tiempo individual de calibraci=C3=B3n y captura, condiciones de iluminaci= =C3=B3n estable, participaci=C3=B3n voluntaria y sesiones de grabaci=C3=B3n= en un entorno controlado, por lo que la muestra de la investigaci=C3=B3n f= ue tomada en base a&#x= a0; literatura especia= lizada en estudios con FaceReader que respaldan el uso de muestras peque=C3= =B1as debido al tiempo requerido por cada sesi=C3=B3n individual y la profu= ndidad del an=C3=A1lisis emocional. Diversas investigaciones emplearon mues= tras entre 20 y 50 participantes, lo que es suficiente para identificar pat= rones emocionales en estudios experimentales audiovisuales (Baraybar-Fern= =C3=A1ndez et al., 2017; Rodas & Montoya-Restrepo, 2019; Andrade-Zotamb= a et al., 2021). Como se muestra en la <a href=3D"#tabla1" style=3D"= text-decoration:none">Tabla 1= </a>, estos estudios e= videncian que el uso de muestras reducidas resulta metodol=C3=B3gicamente a= decuado en investigaciones que emplean herramientas biom=C3=A9tricas para e= l an=C3=A1lisis de respuestas emocionales. <a id=3D"ta= bla1">Tabla= 1 </a>Justificaci=C3=B3n del tama=C3=B1o de la muest= ra<table style=3D"width:425.15pt; margin-bottom:0pt; padding:0pt= ; border-collapse:collapse"><tr style=3D"height:27.75pt"><td style=3D"width= :153.6pt; border-top:0.75pt solid #000000; border-bottom:0.75pt solid #0000= 00; padding:0pt 5pt; vertical-align:top">Autor (es)</td><td style=3D"width:157.1pt; = border-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; paddin= g:0pt 5pt; vertical-align:top">Tipo de estudio</td><td style=3D"width:84.4pt; border= -top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; padding:0pt = 5pt; vertical-align:top">Tama=C3=B1o de la muestra</td></tr><tr style=3D"height:27.7= 5pt"><td style=3D"width:153.6pt; padding:0pt 5pt; vertical-align:top">Baraybar-Fern=C3=A1ndez = et al. (2017)</td><td style=3D"width:157.1pt; padding:0pt 5pt; v= ertical-align:top">= Respuesta emocional a publicidad televisiva</td><td style=3D"wid= th:84.4pt; padding:0pt 5pt; vertical-align:top">30 participantes</td></tr><tr style= =3D"height:27pt"><td style=3D"width:153.6pt; padding:0pt 5pt; vertical-alig= n:top">Rodas & = Montoya-Restrepo (2019)</td><td style=3D"width:157.1pt; padding:= 0pt 5pt; vertical-align:top">An=C3=A1lisis publicitario con Eye Tracking y FaceReader</= p></td><td style=3D"width:84.4pt; padding:0pt 5pt; vertical-align:top">24 participantes= </td></tr><tr style=3D"height:27.75pt"><td style=3D"width:153.6pt; bord= er-bottom:0.75pt solid #000000; padding:0pt 5pt; vertical-align:top">Andrade-Zotamba et al. (2= 021)</td><td style=3D"width:157.1pt; border-bottom:0.75pt solid = #000000; padding:0pt 5pt; vertical-align:top">Engagement emocional en publicidad</t= d><td style=3D"width:84.4pt; border-bottom:0.75pt solid #000000; padding:0p= t 5pt; vertical-align:top">25-40 participantes</td></tr></table> Por tanto, una muestra de 50 estudia= ntes resulta metodol=C3=B3gicamente adecuada y consistente con los est=C3= =A1ndares establecidos en investigaciones similares. El n=C3=BAmero final d= e participantes estar=C3=A1 compuesto por los estudiantes que acepten parti= cipar voluntariamente y cumplan con los requisitos de presencia, disponibil= idad horaria y correcta detecci=C3=B3n facial por parte del software.</span= ><h2 style=3D"margin-top:0pt; margin-bottom:10pt; page-break-inside:aut= o; page-break-after:auto; line-height:115%"><a id=3D"_heading_h.yl8ftcn2sdv= w"></a>2.2.<sp= an style=3D"width:18pt; font-weight:normal; font-style:italic; display:inli= ne-block"> Materiales</h2>Para la ejecuci=C3=B3n del estudio se emplearon los siguientes materi= ales y herramientas tecnol=C3=B3gicas: <h3 style=3D"margin-top:0pt= ; margin-left:36pt; margin-bottom:10pt; text-indent:-18pt; text-align:justi= fy; page-break-inside:auto; page-break-after:auto; line-height:115%">a) <a id=3D= "_heading_h.xjhwfjutfix4"></a>Software FaceReader</h3>El software FaceReader, en= su versi=C3=B3n 8.1 y creado por Noldus Information Technology, fue la primera herramienta biom=C3= =A9trica utilizada en la investigaci=C3=B3n. Esta herramienta utiliza los a= lgoritmos de inteligencia artificial del sistema FA= CS (Facial Action Coding System) de Ekman y Friesen, que permite reconocer las emociones fundamen= tales: desagrado, alegr=C3=ADa, ira, miedo, asombro y tristeza; as=C3=AD co= mo la expresi=C3=B3n neutral. Adem=C3=A1s, investigaciones recientes demues= tran que los m=C3=A9todos autom=C3=A1ticos de reconocimiento de emociones e= n im=C3=A1genes y video como FaceReader est=C3=A1n transformando la investi= gaci=C3=B3n en marketing y comunicaci=C3=B3n al permitir an=C3=A1lisis de r= espuestas emocionales de forma no invasiva y en tiempo real (Bohorquez et a= l., 2025).Adem=C3=A1s, FaceReader produce m=C3=A9tricas avanzadas de respuesta emo= cional, como el compromiso (engagement), la valencia emocional y el nivel de activaci=C3=B3n (</span= >arousal</= span>), que se emplean frecue= ntemente en estudios de neuromarketing y en an=C3=A1lisis de emociones apli= cados a est=C3=ADmulos audiovisuales. La exactitud y fiabilidad de esta her= ramienta fueron confirmadas en investigaciones sobre comunicaci=C3=B3n emoc= ional y psicolog=C3=ADa del consumidor, seg=C3=BAn estudios anteriores (Lew= inski et al., 2014; St=C3=B6ckli et al., 2017).b) = ; Equipamiento t=C3=A9cnico<= /span>Con el p= rop=C3=B3sito de asegurar la precisi=C3=B3n en el an=C3=A1lisis biom=C3=A9t= rico, se utiliz=C3=B3 una estaci=C3=B3n de c=C3=B3mputo equipada con una c= =C3=A1mara de alta resoluci=C3=B3n y capacidad de procesamiento suficiente = para el funcionamiento de FaceReader. El levantamiento de datos se llev=C3=B3 a cabo en un ambiente = controlado, caracterizado por una iluminaci=C3=B3n equilibrada y un fondo n= eutro, factores que minimizaron las distracciones y optimizaron el registro= de las expresiones de los participantes.<h3 style=3D"margin-top= :0pt; margin-left:36pt; margin-bottom:10pt; text-indent:-18pt; text-align:j= ustify; page-break-inside:auto; page-break-after:auto; line-height:115%"><s= pan style=3D"font-family:'Times New Roman'; font-style:italic; color:#00000= 0">c) <a id=3D= "_heading_h.nrcx46nmh27s"></a>Est=C3=ADmulos audiovisuales</h3>= El est=C3=ADmulo audiovisual c= onstituy=C3=B3 un video promocional institucional integrado, el cual se rea= liz=C3=B3 utilizando cuatro dimensiones conceptuales previamente definidas:= la reacci=C3=B3n emocional global, la atenci=C3=B3n y el engagement, la claridad del mensaje a nivel y el impacto emocional= del protagonista. Estas dimensiones se emplearon solamente como criterios = conceptuales para seleccionar y organizar el contenido audiovisual, no como= unidades independientes de an=C3=A1lisis biom=C3=A9trico.Al principio, se tom=C3=B3 en cuenta= la posibilidad de analizar los contenidos audiovisuales de manera segmenta= da por dichas dimensiones. Sin embargo, al momento de poner en marcha opera= tivamente el an=C3=A1lisis en el software FaceReader, se detectaron restric= ciones en la configuraci=C3=B3n del registro del est=C3=ADmulo dividido en = segmentos; debido a ello, se decidi=C3=B3 combinar las dimensiones en un = =C3=BAnico est=C3=ADmulo audiovisual. Esta elecci=C3=B3n metodol=C3=B3gica = permiti=C3=B3 garantizar un registro biom=C3=A9trico estable y fiable, enfo= cando el an=C3=A1lisis en la reacci=C3=B3n emocional general de los partici= pantes ante el contenido promocional.<h2 style=3D"margin-top:0pt= ; margin-bottom:10pt; page-break-inside:auto; page-break-after:auto; line-h= eight:115%"><a id=3D"_heading_h.17jpvwq1s174"></a>2.3. Procedimiento</h2>El procedimiento se lle= v=C3=B3 a cabo en tres fases principales:<h3 style=3D"margin-top= :0pt; margin-left:36pt; margin-bottom:10pt; text-indent:-18pt; text-align:j= ustify; page-break-inside:auto; page-break-after:auto; line-height:115%"><s= pan style=3D"font-family:'Times New Roman'; font-style:italic; color:#00000= 0">=EF=82=B7</= span> <a id=3D"_heading_h.7v9kqyju= uj2k"></a>Fase 1: Preparaci=C3=B3n y calibraci=C3=B3n</h3>Cada sesi=C3=B3n inici= =C3=B3 con la adecuaci=C3=B3n del entorno f=C3=ADsico y la verificaci=C3=B3= n de la iluminaci=C3=B3n. Los participantes fueron ubicados frente a la c= =C3=A1mara a una distancia aproximada de 50 a 70 cm. Se realiz=C3=B3 la cal= ibraci=C3=B3n inicial del software mediante el reconocimiento autom=C3=A1ti= co del rostro. Posteriormente, se explic=C3=B3 de manera breve el procedimi= ento para evitar sesgos de expectativa.<h3 style=3D"margin-top:0= pt; margin-left:36pt; margin-bottom:10pt; text-indent:-18pt; text-align:jus= tify; page-break-inside:auto; page-break-after:auto; line-height:115%"><spa= n style=3D"font-family:'Times New Roman'; font-style:italic; color:#000000"= >=EF=82=B7</sp= an> <a id=3D"_heading_h.t0t4mfhqgi= lj"></a>Fase 2: Exposici=C3=B3n a los est=C3=ADmulos audiovisuales</sp= an></h3>Los estudi= antes visualizaron un =C3=BAnico est=C3=ADmulo audiovisual promocional inte= grado en una sola sesi=C3=B3n. Durante la reproducci=C3=B3n del video, el s= oftware FaceReader registr=C3=B3 en tiempo real las variaciones emocionales= de los participantes a trav=C3=A9s del an=C3=A1lisis de micro expresiones = faciales, capturando indicadores de emociones b=C3=A1sicas, valencia emocio= nal, nivel de activaci=C3=B3n y engagement.<h3 style=3D"margin-top:0pt; margin-left:36pt;= margin-bottom:10pt; text-indent:-18pt; text-align:justify; page-break-insi= de:auto; page-break-after:auto; line-height:115%">=EF=82=B7 &#= xa0; <a id=3D"_heading_h.ssy5k0f10lp7"></a>Fase 3= : Registro y almacenamiento de datos</h3>Los datos obtenidos a partir del software Fac= eReader fueron exportados en formato CSV, junto con los registros temporale= s generados durante la sesi=C3=B3n, para su posterior an=C3=A1lisis estad= =C3=ADstico. Todos los datos fueron almacenados utilizando c=C3=B3digos alf= anum=C3=A9ricos, con el fin de garantizar la confidencialidad y el anonimat= o de los participantes.<a id=3D"_heading_h.fmdno2w4oil"></a>2.4= . T=C3=A9cnicas de an=C3=A1lisis de datos<a id=3D"_heading_h.a99bmqqkhse"></a>Los datos adquiridos por medio del programa FaceReader fueron an= alizados con el fin de estimar las emociones fundamentales (tristeza, alegr= =C3=ADa, enojo, miedo, asombro, desagrado, desprecio y neutralidad), adem= =C3=A1s de los indicadores avanzados de activaci=C3=B3n (arousal), valencia= emocional y engagement. = Se realiz=C3=B3 un an=C3=A1lisis descriptivo de la respuesta emocional glob= al registrada durante la visualizaci=C3=B3n del est=C3=ADmulo audiovisual i= ntegrado. Los gr=C3=A1ficos fueron generados directamente a partir de FaceR= eader y analizados en SPSS para ser representados estad=C3=ADsticamente, lo= que posibilit=C3=B3 la obtenci=C3=B3n de promedios, desviaciones est=C3=A1= ndar y comparaciones segmentadas. Esta metodolog=C3=ADa facilit=C3=B3 el reconocimiento de pat= rones emocionales predominantes y sus modificaciones en funci=C3=B3n de la = naturaleza de los est=C3=ADmulos audiovisuales. Este enfoque es consistente= con investigaciones recientes que demuestran que el an=C3=A1lisis automati= zado de expresiones faciales permite identificar patrones emocionales y com= binaciones efectivas con mayor precisi=C3=B3n en el estudio de respuestas e= mocionales ante est=C3=ADmulos audiovisuales (Du et al., 2014).<= p style=3D"margin-bottom:10pt; text-align:justify; line-height:115%; font-s= ize:12pt">En SPSS se procesar= on los datos recolectados, en el que se calcularon la media (medida de tend= encia central), la desviaci=C3=B3n est=C3=A1ndar y la distribuci=C3=B3n de = frecuencias por cada variable emocional y atencional. Despu=C3=A9s, se cons= truyeron gr=C3=A1ficos descriptivos, tales como histogramas y comparaciones= entre emociones negativas y positivas. Se se=C3=B1ala que los resultados p= rovienen del an=C3=A1lisis hecho en SPSS, el cual se menciona como fuente d= e los gr=C3=A1ficos (SPSS; versi=C3=B3n 26). Esta estrategia hizo posible r= esumir y mostrar de manera ordenada y clara las respuestas de los alumnos.<= /span><ol start=3D"3" style=3D"margin:0pt; padding-left:0pt"><li class= =3D"ListParagraph" style=3D"margin-left:14pt; margin-bottom:10pt; line-heig= ht:115%; padding-left:4pt; font-weight:bold">Resultados </li></ol>Se procedi=C3=B3 al an=C3=A1lisis de los datos biom= =C3=A9tricos con base en las cifras promedio de confusi=C3=B3n, atenci=C3= =B3n y emociones fundamentales que cada alumno adquiri=C3=B3 utilizando el = programa FaceReader. Con el objetivo de detallar las reacciones emocionales= generales de los alumnos durante la visualizaci=C3=B3n del est=C3=ADmulo a= udiovisual promocional institucional, se consolidaron y examinaron estad=C3= =ADsticamente los datos en el software SPSS.Los resultados descriptivos revelan qu= e la emoci=C3=B3n neutral present=C3=B3 la media m=C3=A1s alta durante la e= xposici=C3=B3n al est=C3=ADmulo en el grupo de emociones estudiadas, lo cua= l indica una reacci=C3=B3n emocional constante ante el est=C3=ADmulo audiov= isual. Las emociones positivas, como happy y surprised, aparecieron en menor cantidad, mientras que las emociones negativas (= sad= , angry, scared y disgusted) tuvieron valores m=C3=A1s bajos.La <a href=3D"#fig1" style=3D"text-d= ecoration:none">Figura 1</spa= n></a> muestra estas conclusi= ones, en la que se pueden apreciar los promedios de las emociones b=C3=A1si= cas anotadas en el grupo de estudio.<a id=3D"fig1"><sp= an style=3D"font-family:'Times New Roman'; font-weight:bold">Figura 1</span= ></a>Media de indicadores emocionales y atencionales registrados median= te FaceReader<img src=3D"data:image/png;base64,iVBORw0K= GgoAAAANSUhEUgAAAh8AAACuCAYAAACWVG8oAAAABHNCSVQICAgIfAhkiAAAAAlwSFlzAAAOxAA= ADsQBlSsOGwAAIABJREFUeJzt3clzHPd99/F3T8++Y7ADxEIs3EVSoRRBCxWVtcSx7CqVk5Prqe= SUiw++pSrH/B+5JCklPqSc8vNELsehHGuzZVOiSIkruAPEDgy22Zfufg7IdMRoISkTMz3w51V2y= Z7haL7N6Z7+zG81HMdxEBEREWkSX6sLeFizs7OsrKxQq9VaXYqIiIj8HtoifDiOw8zMDCsrK1Sr= 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u5ot7jcKHiDRNJBLhySefZGtri0KhQKVS4cKFC+4AQWmes2fP4jgOJ06cYHFxkVOnTjE7O8v29j= avv/56WwQPgKeeeorjx4/ft5L0+++/T7FYbHVpD6WxoOPs7Cwvvvgi/f39LC0t8cEHH3D16lUOH= DjQNl2Sj0LhQ0SaJhKJcPLkST7++GOq1Sp+v59qtcro6KjWjWmyyclJlpeXmZubA+DixYsMDg62= xV5Bn7ewsOBu/QA7Mw0nJiYYHh5ucWUPJxaLMTQ0xPLyMh9++CGWZWGaJolE4r5B/nuNxnyISNO= srq7y4x//mKmpKQ4cOEAwGGR+fp633367bbpd9opSqcTa2hrLy8sUi0V3jY92maK6VzSWVr9586= Y7OaGxX83Ro0fp6ekhHA63uMrHTy0fItI0juNQLpf5+OOP3W3pV1dXuXv3LqFQiFKpxPj4eFstj= d2uGqvKTk5O0t/fT6FQ4MKFC0SjUV5++WWgPcZ8tLtGK8f4+Li7q+3q6iqffPIJsViMSCSi8CEi= 8vvo7u7mb/7mb772z+iGt/scx2FtbY3bt2+ztLTE2NgY169fZ2ZmhnQ6TTweZ2JiglQq5fk1S9p= duVzmzp07nDlzhmq1iuM4OI6DaZo8++yze3KND1C3i4jIH6SNjQ3y+Ty1Wu0Lz/n9fjo7OwmHw5= 6eaivtS+FDREREmmrvTR4WERERT1P4EBERkab6/7gaNwfovqO6AAAAAElFTkSuQmCC" width= =3D"543" height=3D"174" alt=3D"" />Nota: datos obtenidos de FaceReader y procesados en SPSS versi=C3=B3n 26.= La </sp= an><a href=3D"#fig1" style=3D"text-decoration:none">Figura 1</a> muestra que se registraron valores elevados del indicador </s= pan>attent= ion, adem=C3=A1s, Neut= ral presenta un alto valor, lo que indica una respuesta emocional constante= , sin reacciones extremas ni alteraciones repentinas en el estado de =C3=A1= nimo. No se observaron incrementos relevantes en emociones negativas (</spa= n>sad</spa= n> y angry). Mientras que los niveles de happy, surprised= , scared, disgusted y = confusi=C3=B3n siguen siendo muy bajos, en general, los indicadores emocion= ales reflejaron un comportamiento estable, los niveles de atenci=C3=B3n sup= eraron a los de confusi=C3=B3n en la mayor=C3=ADa de alumnos. <p= style=3D"margin-bottom:10pt; text-align:justify; line-height:115%; font-si= ze:12pt">La comparaci=C3=B3n = entre los niveles de atenci=C3=B3n y confusi=C3=B3n se presenta en la </spa= n><a href=3D"#fig2" style=3D"text-decoration:none">Figura 2</a>, permitiendo visualizar de manera clara la diferencia entre am= bos indicadores.<a id=3D"fig2">Figura 2</a><= span style=3D"font-family:'Times New Roman'; font-style:italic">Comparaci= =C3=B3n de los niveles de atenci=C3=B3n y confusi=C3=B3n en los estudiantes= <img src=3D"data:image/png;base64,iVBORw0KGgoAAAANSUhE= UgAAAfcAAAELCAYAAADEJc9FAAAABHNCSVQICAgIfAhkiAAAAAlwSFlzAAAOxAAADsQBlSsOGwA= 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=3D"" />Nota: datos= obtenidos de FaceReader = y procesados en SPSS versi=C3=B3n 26.En los alumnos, la diferencia entre los nivel= es de confusion y = attention<= /span> es notable como se obs= erva en la <a href=3D"#fig2" style=3D"text-decoration:none">Figura 2</a>. La confusi=C3=B3n se mantuvo en niveles bajos= durante la exposici=C3=B3n del est=C3=ADmulo audiovisual institucional int= egrado. Esto evidencia que los participantes mantuvieron un adecuado nivel = de concentraci=C3=B3n, sin presentar ninguna dificultad significativa.</spa= n>Con el prop= =C3=B3sito de ahondar en la respuesta general, las emociones se categorizar= on de acuerdo con su valencia. Los hallazgos muestran que los valores de em= ociones positivas fueron ligeramente superiores a los de emociones negativa= s. La <= /span><a href=3D"#fig3" style=3D"text-decoration:none">Figura 3</a> muestra gr=C3=A1ficamente dicha relaci=C3=B3n, la cual evi= dencia que hay m=C3=A1s respuestas emocionales positivas que negativas.</sp= an><a id=3D"fig3">Figura 3</a>Comparaci=C3=B3n entre emocione= s positivas y negativas registradas durante la visualizaci=C3=B3n del est= =C3=ADmulo audiovisual integrado<img src=3D"data:image/= png;base64,iVBORw0KGgoAAAANSUhEUgAAAeUAAAEeCAYAAAC0ZQ24AAAABHNCSVQICAgIfAhk= iAAAAAlwSFlzAAAOxAAADsQBlSsOGwAAIABJREFUeJzt3XuUVWXh//HP3vtc5z4wzAwwMAKDgIK= UFqFlJF7QLFBjWWEYi9IoTU2jlpXVV8Xs4m1V/sxVrCxENC1dtiCTVmkUqeCgIEI4SAI6CHIZZs= 5tn72f3x/85vzkCxQ0wzkPzPu1ln945nj248x59vs8e+9zjmOMMQIAACXnlnoAAABgHyuj7Pu+U= qmUwjAs9VAAACgaK6Ocz+e1cOFCZbPZUg8FAICisTLKxhiFYShOdwMA+hIrowwAQF9ElAEAsARR= BgDAEkQZAABLEGUAACxBlAEAsARRBgDAEkQZAABLRIq9wXw+r1wupzAMFY1G5TiOstmsXNdVPB5= XJFL0IQEAYIWiFzCTyeihhx7SAw88oKuvvloTJ07UJZdcokQioQULFmj48OGS9n2qV/cnewEAcD= 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style=3D"font-family:'Times New Roman'; font-weight:bold">Nota:= datos obtenidos de FaceReade= r y procesados en SPSS versi=C3=B3n 26Para esta comparaci=C3=B3n, las emociones se= agruparon seg=C3=BAn su valencia afectiva, considerando como positivas las= emociones happy y </span= >surprised= y c=C3=B3mo las emoci= ones negativas sad, angry, scared y disgusted. A partir de esta categorizaci=C3=B3n, se calcularon p= romedios globales por categor=C3=ADa.Como se observa en la <a href=3D"#fig3= " style=3D"text-decoration:none">Figura 3</a> que t= anto la emoci=C3=B3n positiva como la negativa tienen valores bajos y pr=C3= =B3ximos entre s=C3=AD, siendo ligeramente m=C3=A1s alta la primera. No se = observaron reacciones emocionales de alta intensidad, lo que mantuvo un equ= ilibrio afectivo en los alumnos. La respuesta que se observa indica una exp= eriencia emocional de intensidad moderada, sin picos notables, lo cual es c= onsistente con un est=C3=ADmulo que presenta una respuesta emocional de baj= a intensidad, con predominio de estabilidad efectiva.= Adem=C3=A1s, se utiliz=C3=B3 = la prueba de normalidad de Shapiro-Wilk, que aplica a las variables emocion= ales y atencionales, para evaluar la distribuci=C3=B3n de los datos. Los ha= llazgos evidenciaron que varias de las variables no siguen una distribuci= =C3=B3n normal como se observa en la <a href=3D"#tabla2" style=3D"te= xt-decoration:none">Tabla 2</= span></a>, siendo com=C3=BAn = en investigaciones que utilizan mediciones psicofisiol=C3=B3gicas. En la </= span><a href=3D"#fig4" style=3D"text-decoration:none">Figura 4</a> se puede observar la distribuci=C3=B3n de la emoci=C3=B3n n= eutral y en la <a href=3D"#fig5" style=3D"text-decoration:none"><spa= n class=3D"Hyperlink" style=3D"font-family:'Times New Roman'; font-weight:b= old; text-decoration:none; color:#000000">Figura 5</a> el gr=C3=A1fico Q-Q correspondiente a la varia= ble de atenci=C3=B3n, lo que respalda la pertinencia de un an=C3=A1lisis de= scriptivo para la interpretaci=C3=B3n de los resultados. <a id=3D"tabla2">Tabla 2</a>Prueba de normalidad de Shapiro Wilk</= p><table style=3D"width:100%; margin-bottom:0pt; padding:0pt; border-collap= se:collapse"><tr><td rowspan=3D"2" style=3D"width:15.08%; border-top:0.75pt= solid #000000; padding:0pt; vertical-align:bottom"> </td><td colspan=3D"3" style=3D"border-top:= 0.75pt solid #000000; padding:0pt; vertical-align:bottom">Ko= lmogorov-Smirnova</td><td co= lspan=3D"3" style=3D"border-top:0.75pt solid #000000; padding:0pt; vertical= -align:bottom">Shapiro-Wilk</td></tr><tr><td styl= e=3D"width:15.86%; border-bottom:0.75pt solid #000000; padding:0pt; vertica= l-align:bottom">Estad=C3=ADstico</td><td style=3D= "width:13.3%; border-bottom:0.75pt solid #000000; padding:0pt; vertical-ali= gn:bottom">gl</td><td style=3D"width:13.3%; borde= r-bottom:0.75pt solid #000000; padding:0pt; vertical-align:bottom">Sig.</td><td style=3D"width:15.88%; border-bottom:0.75pt = solid #000000; padding:0pt; vertical-align:bottom">Estad=C3= =ADstico</td><td style=3D"width:13.3%; border-bottom:0.75pt soli= d #000000; padding:0pt; vertical-align:bottom">gl= </td><td style=3D"width:13.28%; border-bottom:0.75pt solid #000000; padding= :0pt; vertical-align:bottom"><s= pan style=3D"font-family:'Times New Roman'">Sig.</td></tr><tr><t= d style=3D"width:15.08%; padding:0pt; vertical-align:top">Attention<= /td><td style=3D"width:15.86%; border-top:0.75pt solid #000000; padding:0pt= ; vertical-align:top">,139</td><td style=3D"width:= 13.3%; border-top:0.75pt solid #000000; padding:0pt; vertical-align:top"><p= style=3D"margin-right:3pt; margin-left:3pt; margin-bottom:0pt; text-align:= right; line-height:107%; font-size:10pt">50</td><td style=3D"width:13.3%; border-top:0.75pt s= olid #000000; padding:0pt; vertical-align:top">,017</p= ></td><td style=3D"width:15.88%; border-top:0.75pt solid #000000; padding:0= pt; vertical-align:top">,937</td><td style=3D"widt= h:13.3%; border-top:0.75pt solid #000000; padding:0pt; vertical-align:top">= 50</td><td style=3D"width:13.28%; border-top:0.75p= t solid #000000; padding:0pt; vertical-align:top">,010= </td></tr><tr><td style=3D"width:15.08%; border-bottom:0.75pt solid #00= 0000; padding:0pt; vertical-align:top">Confusion</td><td style=3D"wi= dth:15.86%; border-bottom:0.75pt solid #000000; padding:0pt; vertical-align= :top">,322</td><td style=3D"width:13.3%; border-bo= ttom:0.75pt solid #000000; padding:0pt; vertical-align:top">5= 0</td><td style=3D"width:13.3%; border-bottom:0.75pt solid #0000= 00; padding:0pt; vertical-align:top">,000</td><td = style=3D"width:15.88%; border-bottom:0.75pt solid #000000; padding:0pt; ver= tical-align:top">,613</td><td style=3D"width:13.3%= ; border-bottom:0.75pt solid #000000; padding:0pt; vertical-align:top">50</td><td style=3D"width:13.28%; border-bottom:0.75pt= solid #000000; padding:0pt; vertical-align:top">,000<= /p></td></tr></table>Nota: a. Correcci=C3=B3n de significaci=C3=B3n= de Lilliefors. datos = obtenidos de FaceReader y procesados en SPSS versi=C3=B3n 26Los hallazgos de las p= ruebas de normalidad indican que ni attention ni confusion siguen una distribuci=C3=B3n normal, debido a que los valores de s= ignificaci=C3=B3n son inferiores a 0,05 en ambos casos. Esto sugiere que la= s respuestas de los alumnos no se distribuyen uniformemente, sino que prese= ntan concentraciones evidentes en ciertos niveles. En cuanto a la atenci=C3= =B3n, se evidencia que la mayor=C3=ADa de los participantes conserv=C3=B3 n= iveles parecidos de concentraci=C3=B3n, mientras que la confusi=C3=B3n fue = m=C3=ADnima y poco variable; esto sugiere homogeneidad en la respuesta aten= cional del contenido presentado.<a id=3D"fig4">Figura 4</a= ><img src=3D"data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAk= EAAADeCAYAAAA6q9QSAAAABHNCSVQICAgIfAhkiAAAAAlwSFlzAAAOxAAADsQBlSsOGwAAIABJR= EFUeJzs3XecVdW5//HPPr3PnKnMUKbQ6wBKkSKIXA0q2OLPmESJYjSJjYhGFAkqJGoSDWpMrLEh= UYmisYEGDOhFUJpSpDmFIkyfOb3tvX9/kLOv3Jt7jcMMM8w875foCxlmr9nnnL2/e61nraXouq4= jhBBCCNHFmNq7AUIIIYQQ7UFCkBBCCCG6JAlBQgghhOiSLO3dACE6i6amJvbs2UP37t3JysrC6X= QCsHv3bgB8Ph+HDh0iNzeXnJwc3G73MX9f13USiQT19fVomkaPHj1O+M/QUpFIhOrqag4dOkQkE= sHlcpGfn09hYSGJRILq6mpMJhP9+vVr8TE0TSMYDHL48OEWf6/y8nJisRgFBQX4fD7MZvP/+rXB= YJCDBw8SCATo378/Ho+HVCpFU1MThw4dolevXuTm5n6r4ycSCQ4fPozL5cLj8RjvkW9y8OBBGho= a6N69Oz6fD6vV+q2OK4T418x33XXXXe3dCCE6g6+++orrrrsOgAEDBuByuQB46aWXeP755znllF= 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style=3D"font-family:'Times New Roman'; font-weight:bold">Nota:<s= pan style=3D"font-family:'Times New Roman'"> datos obtenidos de FaceReader = y procesados en SPSS versi=C3=B3n 26La mayor=C3=ADa de los valores de neutral se a= grupan en rangos altos y medios, seg=C3=BAn lo que el histograma indica, lo= que demuestra que este estado se encontr=C3=B3 presente en los alumnos de = manera continua, aunque la distribuci=C3=B3n no es totalmente uniforme, pre= senta un patr=C3=B3n evidente de estabilidad emocional sin extremos notable= s. Los resultados, en t=C3=A9rminos generales, indican que los participante= s mantuvieron una actitud equilibrada durante la actividad, sin experimenta= r reacciones bruscas en su estado de =C3=A1nimo, sin registrar variaciones = abruptas en los indicadores emocionales. <a id=3D"fig5= ">Figura 5<= /span></a>Gr=C3=A1fico de Q-Q de la variable Atenci=C3=B3n<p= style=3D"margin-bottom:0pt; line-height:107%; font-size:12pt"><img src=3D"= data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAiwAAAERCAYAAABYe/wHAAAABHNCS= VQICAgIfAhkiAAAAAlwSFlzAAAOxAAADsQBlSsOGwAAIABJREFUeJzs3Xl4VPXd///n7PtMJglZ= CRASiKIUEBUUFSEIyI2gCK5oobJVoRUVvBTtrdgF9VaxFe1XqaIWFaosQqmggCIhhNVaVtkJIUA= m22SSWc85vz+4Z356i1VSYxJ4P67Lq7ZNJp+ZM+ec1/ks749O0zQNIYQQQogWSqfT6fTN3QghhB= BCiO8jgUUIIYQQLZ4EFiGEEEK0eBJYhBBCCNHiSWARQgghRIsngUUIIYQQLZ6xuRsgREumaRqKo= qAoCpqmYTAYMBqN6HS67/yd+M/q9Xp0Oh2qqhKLxdA0DZ1Oh06nw2Qy/dvX+CHi7VJVFb1ej9Fo= RK8/8zNIvA0/5GebS/wzMhgM39m2+Pv9dz9zpt+JxWIAmEwm9Ho9mqahqmrieGialvjbjaEoCgB= 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SRt2rTh0ksvpaKigvXr1zNy5EjuvPNOXC4XmzZtYvTo0XTs2BEAn88HgN/vZ9q0aQQCgdTMzPLl= y8nPz+f6669n3759jB8/nksuuYR33nmHvXv3MmjQIEKhELfddhsDBw7E5/OxYMECAoEATzzxBH3= 69Ek98hKRxjV79uzZhm3bdrobIiLnXnJXTXKnjdfrBf61mye5A8gwjNR/4/E4gUAgtVD2zF1CTq= cT0zSJxWL4fL7U46CkM39ucqeNy+VK7dhJ7hAyDAO/35/aJRSNRs/aJZTc/RMOhzFN86y2J392M= qhYlkUsFiORSKR+ZvLPotHoWX8/j8dDPB4nFoth23ZqB5Df70/97DPb7vF4zppFEpHGYxiGocAi= IiIiGc0wDENrWERERCTjKbCIiIhIxlNgERERkYynwCIiIiIZT4FFREREMp4Ci4iIiGQ8BRYRERH= JeP8Pe0ypFJirTdUAAAAASUVORK5CYII=3D" width=3D"556" height=3D"273" alt=3D"" = />Nota: datos obten= idos de FaceReader y procesados en SPSS versi=C3=B3n 26La <a href=3D"#fig5= " style=3D"text-decoration:none">Figura 5</a> revel= a que la mayor parte de los valores de attention se aproximan a la l=C3=ADnea de referencia, lo cual= se=C3=B1ala una conducta bastante constante en las respuestas de los alumn= os. A pesar de que se notan peque=C3=B1as separaciones en ciertos aspectos,= el patr=C3=B3n es, en l=C3=ADneas generales, constante y demuestra que </s= pan>attent= ion se mantuvo constan= te entre los que participaron, sin mostrar diferencias significativas ni re= spuestas inusuales que cambien el conjunto de los resultados.Los hallazgos indican= una predominancia de respuestas emocionales neutrales, acompa=C3=B1adas de= niveles de atenci=C3=B3n y bajos niveles de confusi=C3=B3n.<ol = start=3D"4" style=3D"margin:0pt; padding-left:0pt"><li class=3D"ListParagra= ph" style=3D"margin-left:14pt; margin-bottom:10pt; line-height:115%; paddin= g-left:4pt; font-weight:bold">Discusi=C3=B3n </li></ol>Los resultados obtenidos = del presente estudio permiten comprender con mayor claridad la forma en que= los alumnos del primer semestre responden emocionalmente ante un est=C3=AD= mulo audiovisual promocional de car=C3=A1cter institucional. El an=C3=A1lis= is biom=C3=A9trico llevado a cabo con FaceReader y procesado estad=C3=ADsti= camente por medio de SPSS mostr=C3=B3 que las respuestas emocionales neutra= s eran las m=C3=A1s frecuentes, junto con un nivel bajo de emociones negati= vas y una atenci=C3=B3n elevada durante la exposici=C3=B3n al est=C3=ADmulo= audiovisual. Este patr=C3=B3n indica que el est=C3=ADmulo integrado gener= =C3=B3 respuestas emocionales estables.Lo que se indic=C3=B3 en estudios anteriore= s acerca de los contenidos institucionales concuerda con la prevalencia de = la emoci=C3=B3n neutral, ya que se not=C3=B3 este tipo de est=C3=ADmulos ti= ende a producir respuestas emocionales moderadas, en particular cuando su p= rop=C3=B3sito principal es informar o posicionar una imagen corporativa m= =C3=A1s que inducir reacciones emocionales fuertes. En este contexto, los r= esultados de la investigaci=C3=B3n avalan la idea de que no se debe entende= r la neutralidad emocional como una carencia de efectividad, sino como una = reacci=C3=B3n previsible en contextos de comunicaci=C3=B3n formal.</= p>Por otra parte, = la escasa presencia de emociones positivas como la felicidad y la tristeza = moderada indican que se registr=C3=B3 una respuesta emocional de baja activ= aci=C3=B3n. Este resultado podr=C3=ADa estar vinculado con el car=C3=A1cter= del mensaje promocional, que tiene como objetivo comunicar informaci=C3=B3= n institucional y crear reconocimiento, en lugar de generar entusiasmo inme= diato. El hecho de que las emociones negativas como el miedo, el enojo y el= desagrado est=C3=A9n poco activadas demuestra que el est=C3=ADmulo audiovi= sual no produjo percepciones negativas, lo cual es un resultado favorable d= esde la perspectiva comunicacional. Durante la visualizaci=C3=B3n del est=C3=ADmul= o audiovisual integrado, se observ=C3=B3 un alto grado de atenci=C3=B3n, lo= cual es un hallazgo importante del estudio. Este hallazgo se=C3=B1ala que,= a pesar de que las reacciones emocionales intensas fueron escasas. Este co= mportamiento avala la noci=C3=B3n de que el enfoque no se basa =C3=BAnicame= nte en la activaci=C3=B3n emocional, sino tambi=C3=A9n en la precisi=C3=B3n= del mensaje, la organizaci=C3=B3n del contenido y los componentes visuales= usados. Adem=C3=A1s, los valores de la variable confusi=C3=B3n son pr=C3= =A1cticamente nulos, lo que indica que los mensajes fueron entendidos sin p= roblemas, lo cual respalda el adecuado desempe=C3=B1o atencional del est=C3= =ADmulo.En general, los registros emocionales inconscientes obtenidos por FaceRead= er corroboran la relevancia del enfoque cuantitativo empleado en la investi= gaci=C3=B3n, al permitir la medici=C3=B3n objetiva de las respuestas emocio= nales ante el est=C3=ADmulo audiovisual integrado; adem=C3=A1s el uso de he= rramientas biom=C3=A9tricas no invasivas permiti=C3=B3 una aproximaci=C3=B3= n precisa al an=C3=A1lisis de las reacciones emocionales involuntarias de l= os participantes, aportando a la evaluaci=C3=B3n del comportamiento de los = estudiantes frente a contenido audiovisual institucional.<ol start=3D"5" style=3D"margin:0pt; padding-= left:0pt"><li class=3D"ListParagraph" style=3D"margin-left:14pt; margin-bot= tom:10pt; line-height:115%; padding-left:4pt; font-weight:bold">Concl= usiones</li></ol><ul style=3D"margin:0pt; padding-left:0pt"><li clas= s=3D"ListParagraph" style=3D"margin-left:32.33pt; line-height:115%; padding= -left:3.67pt; font-family:serif">El empleo del software FaceReader y el proces= o estad=C3=ADstico con SPSS permiti=C3=B3 identificar y describir de manera= objetiva las respuestas emocionales involuntarias de los estudiantes al ve= r el est=C3=ADmulo audiovisual promocional institucional, contribuyendo as= =C3=AD a la base de evidencia necesaria para el an=C3=A1lisis de la comunic= aci=C3=B3n audiovisual en contextos universitarios. </li><li class= =3D"ListParagraph" style=3D"margin-left:32.33pt; line-height:115%; padding-= left:3.67pt; font-family:serif">En relaci=C3=B3n con el Objetivo Espec=C3=ADfi= co 1, se identific=C3=B3 una tendencia emocional general con = bajos niveles de emociones negativas y una ligera presencia de respuestas d= e valencia positiva, lo que indica un tipo de respuesta emocional estable a= l est=C3=ADmulo, sugiri=C3=B3 que la emocionalidad estaba marcada por la ne= utralidad afectiva. </li><li class=3D"ListParagraph" style=3D"margin= -left:32.33pt; line-height:115%; padding-left:3.67pt; font-family:serif"><s= pan style=3D"font-family:'Times New Roman'; background-color:#ffffff">Respe= cto al Objetivo Espec=C3=ADfico 2, los indicadores de intensidad emocional = , tanto de activaci=C3=B3n como de valencia, evidenciaron una respuesta de = baja intensidad, sin picos significativos de activaci=C3=B3n, mostrando coh= erencia con el contenido institucional dirigido a informar y posicionar a l= a instituci=C3=B3n. </li><li class=3D"ListParagraph" style=3D"margin= -left:32.33pt; margin-bottom:10pt; line-height:115%; padding-left:3.67pt; f= ont-family:serif">Finalmente, en funci=C3=B3n del Objetivo Espec=C3=ADfico 3, = se observaron patrones expresivos recurrentes, definidos por altos niveles = de atenci=C3=B3n y bajos niveles de confusi=C3=B3n, as=C3=AD como un compor= tamiento emocional mayormente estable, lo que indica una estabilidad de las= respuestas no verbales del grupo al est=C3=ADmulo promocional.</li>= </ul><ol start=3D"6" style=3D"margin:0pt; padding-left:0pt"><li style=3D"ma= rgin-left:16.55pt; margin-bottom:10pt; text-align:justify; line-height:115%= ; padding-left:4.75pt; font-family:'Times New Roman'; font-weight:bold"><sp= an style=3D"line-height:115%; font-size:12pt">Conflicto de intereses= </li></ol>Los auto= res declaran que no existe conflicto de intereses en relaci=C3=B3n con el a= rt=C3=ADculo presentado.<ol start=3D"7" style=3D"margin:0pt; pad= ding-left:0pt"><li style=3D"margin-left:17.3pt; margin-bottom:10pt; text-al= ign:justify; line-height:115%; padding-left:4pt; font-family:'Times New Rom= an'; font-size:12pt; font-weight:bold">Declaraci=C3=B3n de contribuci= =C3=B3n de los autores</li></ol>Todos autores contribuyeron significativamente en la e= laboraci=C3=B3n del art=C3=ADculo.<ol start=3D"8" style=3D"margi= n:0pt; padding-left:0pt"><li style=3D"margin-left:17.3pt; margin-bottom:10p= t; text-align:justify; line-height:115%; padding-left:4pt; font-family:'Tim= es New Roman'; font-size:12pt; font-weight:bold">Costos de financiami= ento </li></ol>La presente investigaci=C3=B3n fue financiada en su totalidad con fondo= s propios de los autores.<ol start=3D"9" style=3D"margin:0pt; pa= dding-left:0pt"><li style=3D"margin-left:17.3pt; margin-bottom:10pt; text-a= lign:justify; line-height:115%; padding-left:4pt; font-family:'Times New Ro= man'; font-size:12pt; font-weight:bold">Referencias bibliogr=C3=A1fic= as</li></ol>Andrade-Zotamba, K. 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margin-left:9pt; float:right; position:relative" />St=C3=B6ckli, S., Schulte-Mecklenbeck, M., Borer, S.,= & Samson, A. C. (2017). Facial expression analysis with AFFDEX and FAC= ET: a validation study. 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idth:166.35pt; padding:0pt 5.4pt; vertical-align:top">https://orcid.org/0009-0009-7749-5076</td><td s= tyle=3D"padding:0pt; vertical-align:top"></td></tr><tr><td style=3D"width:3= .25pt; padding:0pt 5.4pt; vertical-align:top"> </td><td colspan=3D"4" style= =3D"width:370.7pt; padding:0pt 5.4pt; vertical-align:top"><span= style=3D"font-family:'Times New Roman'">Universidad T=C3=A9cnica de Cotopa= xi (UTC), Latacunga, Ecuador.= <img src=3D"data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAABQ= AAAAUCAYAAACNiR0NAAAABHNCSVQICAgIfAhkiAAAAAlwSFlzAAAOxAAADsQBlSsOGwAAA2lJRE= FUOI21lEtoXVUUhr+197n3nNzbJN6omdTWRmwbikVq4iMxk0ZU2oGgA1FnQcQiUhUnFqo4cGIRQ= UGd+KDY+Jp25ouiGCOxElqjhba0URPzsPQmuY9zzj1nLwcnuU1iQ0f+mzXZe///Wv/aiy1cBV/8= 3NNOPr/VWHunqO5OVNuNlQVjmZCGjCVhcPHR3q8XrsaVNUITu/KSlu7LFeSpNNZ+57RTjDTvqFM= 1IvNiGXWJvD/9x8yXB/efizYU/Hy8/0W/aA/Xq43r1P3nOCNIFsW2XLleTd648Z/863v3nkjWCL= 59dp/fWSsfzOXNkShKacvfgnMRlXjqqqIrwr5vkihyhxbT+K2ne082AAzADZXyPj+wL8ehQ1NH7= 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edu.ec" style=3D"text-decoration:none">scarly.= guevara9943@utc.edu.ec</a></td></tr><tr><td style=3D"width:3.25p= t; padding:0pt 5.4pt; vertical-align:top">2</td><td style=3D"width:171.95pt; padding:0pt 5.4pt; ver= tical-align:top">Dayanna Alejandra Londo=C3=B1o Pe=C3= =B1a</td><td style=3D"width:10.5pt; padding:0pt 5.4pt; vertical-= align:top"> <= /span></td><td style=3D"width:166.35pt; padding:0pt 5.4pt; vertical-ali= gn:top">= https://orcid.org/0009-0001-6= 048-8517 </td><td style=3D"padding:0pt; vertical-align:top"></td= ></tr><tr><td style=3D"width:3.25pt; padding:0pt 5.4pt; vertical-align:top"= > = </td><td colspan=3D"4" style=3D"width:370.7pt; padding:0pt 5.4pt; vertical-= align:top">Univer= sidad T=C3=A9cnica de Cotopaxi (UTC), Latacunga, Ecuador.<img src=3D"data:image/png;base64= ,iVBORw0KGgoAAAANSUhEUgAAABQAAAAUCAYAAACNiR0NAAAABHNCSVQICAgIfAhkiAAAAAlwSF= lzAAAOxAAADsQBlSsOGwAAA2lJREFUOI21lEtoXVUUhr+197n3nNzbJN6omdTWRmwbikVq4iMxk= 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vertical-align:top">Universidad T=C3=A9cnica de Cotopaxi (UTC), Latacunga, Ecuad= or<a href=3D"mailto:edison.sa= nchez7257@utc.edu.ec" style=3D"text-decoration:none">edison.sanchez7257@utc.edu.ec</a></td></tr><tr style=3D"h= eight:0pt"><td style=3D"width:14.05pt"></td><td style=3D"width:182.75pt"></= td><td style=3D"width:21.3pt"></td><td style=3D"width:177.15pt"></td><td st= yle=3D"width:0.3pt"></td></tr></table><a id= =3D"_heading_h.n2iyobj7gbod"></a> <table style=3D"wid= th:436.6pt; margin-bottom:0pt; padding:0pt; border-collapse:collapse"><tr><= td colspan=3D"6" style=3D"width:162.9pt; padding:0pt 5.4pt; vertical-align:= top"><sp= an style=3D"font-family:'Times New Roman'"> </td><td colspa= n=3D"2" style=3D"width:252.1pt; border-top:0.75pt solid #000000; border-bot= tom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top">= Art=C3=ADcu= lo de Investigaci=C3=B3n Cient=C3=ADfica y Tecnol=C3=B3gicaEnviado: 12/11/2025= Revisado:08/12/20= 25 Aceptad= o: 22/01/2026 Publicado: 09/02/2026DOI: <a h= ref=3D"https://doi.org/10.33262/visionariodigital.v10i1.3603%20" style=3D"t= ext-decoration:none">https://doi.org/10.33262/visionariodigital.v10i1.3603= </a> &#x= a0; <span= style=3D"line-height:115%; font-family:'Times New Roman'; font-size:9pt; f= ont-weight:bold; background-color:#ffffff"> </td></t= r><tr><td colspan=3D"6" style=3D"width:162.9pt; padding:0pt 5.4pt; vertical= -align:top"> </td><td co= lspan=3D"2" style=3D"width:252.1pt; border-top:0.75pt solid #000000; border= -bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top"> </td></tr><tr><td style=3D= "width:52.2pt; border-top:0.75pt solid #000000; padding:0pt 5.4pt; vertical= -align:top"> C=C3=ADtese: </td><td style=3D"width= :5.3pt; border-top:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:= top"><= span style=3D"font-family:'Times New Roman'; font-weight:bold"> </span= ></td><td colspan=3D"5" style=3D"width:340.95pt; border-top:0.75pt soli= d #000000; padding:0pt 5.4pt; vertical-align:top"> Guevara Cadena, S. P., Londo= =C3=B1o Pe=C3=B1a, D. A., & S=C3=A1nchez Pallo, E. R. (2026). An=C3=A1l= isis de las respuestas emocionales a videos promocionales: un estudio de ca= so con los estudiantes de primer ciclo de la Facultad de Ciencias Administr= ativas y Econ=C3=B3micas de la Universidad T=C3=A9cnica de Cotopaxi. </span= >Visionario Digital, 10(1), 23-42. <a href=3D"https://doi.org/10= .33262/visionariodigital.v10i1.3603" style=3D"text-decoration:none">https://doi.org/10.33262/visionariodigital.v10i1.3603</sp= an></a> </td><td style=3D"border-top:0.75pt solid #000000; pa= dding:0pt; vertical-align:top"></td></tr><tr><td style=3D"width:52.2pt; pad= ding:0pt 5.4pt; vertical-align:top"><img src=3D"data:image/jpeg;base= 64,/9j/4AAQSkZJRgABAQEAYABgAAD/2wBDAAEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEB= AQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQH/2wBDAQEBAQEBAQEBAQEBAQEBAQE= BAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQH/wAARCAAiAE= EDASIAAhEBAxEB/8QAHQAAAgMBAAMBAAAAAAAAAAAAAAcGCAkFAQIDBP/EAD8QAAEEAgEDAQMGC= 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style=3D"width:5.3pt; padding:0pt 5.4pt; vertical-align:top"> </td><td = colspan=3D"5" style=3D"width:340.95pt; padding:0pt 5.4pt; vertical-align:to= p"><div style=3D"border-top:0.75pt solid #000000; border-bottom:0.75pt soli= d #000000; clear:both"> VISIONARIO DIGITAL, e<sp= an style=3D"line-height:115%; font-family:'Times New Roman'; font-size:8pt"= >s una revista cient=C3=ADfica, trimestral,</s= pan> que se publicar=C3=A1 en soporte electr=C3=B3nico tiene como </spa= n>misi=C3=B3n contribuir a la&#= xa0; formaci=C3=B3n de profesionales competente= s con visi=C3=B3n human=C3=ADstica y cr=C3=ADtica que sean capaces de expon= er sus resultados investigativos y cient=C3=ADficos en la misma medida que = se promueva mediante su intervenci=C3=B3n cambios positivos en la sociedad.= <a href=3D"https://visionariodigital.org" style=3D"= text-decoration:none">https:/= /visionariodigital.org</a> La revista es editada por la Editorial Ciencia Digital (Edito= rial de prestigio registrada en la C=C3=A1mara Ecuatoriana de Libro con No = de Afiliaci=C3=B3n 663) <a href=3D"http://www.celibro.org.ec" style= =3D"text-decoration:none">www= .celibro.org.ec</a> </div> </td><td style=3D"padding:0p= t; vertical-align:top"></td></tr><tr style=3D"height:23.65pt"><td style=3D"= width:52.2pt; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertic= al-align:top"><img src=3D"data:image/png;base64,iVBORw0KGgoAAAANSUh= EUgAAAE0AAAAcCAYAAAAk2zLiAAAABHNCSVQICAgIfAhkiAAAAAlwSFlzAAAOxAAADsQBlSsOGw= AAE1VJREFUaIHtmVl4VFW2x3/7nFNThspMCIEQQgIIBBRkaIYWkEFQQbG9Aa+EQRlUtBlaBZtPb= MBuVGznDuA1eMMgiHyIAsokqJhIEpFJgiaoCVAhQAKVpFJVp6rOvg+VFAkCfr7f9XJS+5y19lr/= vaa9InRdl2fPnSVgGAgBCBAIgiQbH42/hQDZuEbz7wAhkciggGYkpQzKRSDl1feimTwZZG8Simw= p4dptAVAQIVktXrXY/homrm4i5NUPZUszmtlD0CYpMQIGHVLTUFQFUVl5Vs54bBaj77kbiXH9PR= otESL4bDJdIhv/aHy2xOu3JJsZKiUGEmkYgEBTlOsbLq41vEkvgTQkhiExBCiKQAjRUg3RwoiW/= FIBKQlII2iPAEUoIV4hQAqJlBJFKOzdtZd/Lv0X6ekd0epdDbRvn0pCQsJvQWsyLiDRdR8ejwev= 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rKs88+y65duygtLaVz587U1NRw9OhRMjIyuP322ykoKLipDuLkyZOya9euv2usEAJFVdBUDZPJh= GEY6Lr+m5HK71F4eDj9+/dHURQcDgenT5/G7/czePBgvvzyy9895bi4OGJjYzl79iyZmZk4HA5c= Lhc9evRASsmJEye4fPnyDXVSFIX27dtzyy23UF1dzZUrV/D5fJSXl5Oeno7X6+XXX3+9Lu/OnTs= ZOXIkory8XE6ePPmmija/UF9v/Xrvbiarqc/7I7zXNtbN6Y/Ia95fNpfbXMaN+FesWBGaDv8//U= H6Pw/h65aldWKXAAAAAElFTkSuQmCC" width=3D"77" height=3D"28" alt=3D"" style= =3D"margin-top:0.15pt; margin-left:0pt; position:absolute" /> <= /td><td style=3D"width:5.3pt; border-bottom:0.75pt solid #000000; padding:0= pt 5.4pt; vertical-align:top"> </td><td colspan=3D"5" style=3D"width:340.95pt= ; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top= "><spa= n style=3D"line-height:115%; font-family:'Times New Roman'; font-size:8pt; = font-style:italic">Esta revista est=C3=A1 protegida bajo una licencia Creat= ive Commons Atribuci=C3=B3n-No Comercial-Compartir Igual 4.0 International.= Copia de la licencia: <a href=3D"https://creativecommons.org/licens= es/by-nc-sa/4.0/deed.es" style=3D"text-decoration:none">https://creativecommons.org/l= icenses/by-nc-sa/4.0/deed.es</a> <= /td><td style=3D"border-bottom:0.75pt solid #000000; padding:0pt; vertical-= align:top"></td></tr><tr><td colspan=3D"3" style=3D"width:92.9pt; border-to= p:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top"><s= pan style=3D"font-family:'Times New Roman'; font-weight:bold; color:#767171= ">Palabras clave: Respuestas emocio= nales; comunicaci=C3=B3n audiovisual institucional; neuromarketing; = an=C3=A1lisis biom=C3=A9trico; reco= nocimiento facial; FaceReader.</td><td colspan=3D"2" style=3D"wi= dth:4.15pt; border-top:0.75pt solid #000000; padding:0pt 5.4pt; vertical-al= ign:top"> </td><td colspan=3D"3" style=3D"width:307.15pt; bo= rder-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; padding:= 0pt 5.4pt; vertical-align:top">Resumen Introducci=C3=B3n: <= span style=3D"font-family:'Times New Roman'">esta investigaci=C3=B3n analiz= a las reacciones emocionales inducidas por un est=C3=ADmulo audiovisual pro= mocional institucional entre los estudiantes de primer ciclo de la Facultad= De Ciencias Administrativas y Econ=C3=B3micas de la Universidad T=C3=A9cni= ca de Cotopaxi, considerando la importancia de la comunicaci=C3=B3n audiovi= sual en contextos universitarios y su impacto en la atenci=C3=B3n y la resp= uesta emocional. Objetivos: el objetivo principal fue examinar las reacciones emocionales de primer o= rden de los estudiantes bajo la exposici=C3=B3n a los videos promocionales = institucionales utilizando el software FaceReader, con el fin de determinar= el patr=C3=B3n principal de respuesta emocional bajo el est=C3=ADmulo audi= ovisual. Metodolog=C3=ADa: el estudio fue cuantitativo, no experimental transversal, descriptivo; la = muestra estuvo compuesta por 50 estudiantes, cuyas expresiones faciales fue= ron registradas mientras ve=C3=ADan un est=C3=ADmulo audiovisual integrado.= El an=C3=A1lisis biom=C3=A9trico reportando las emociones b=C3=A1sicas, in= dicadores de valencia emocional, nivel de activaci=C3=B3n y atenci=C3=B3n, = procesados estad=C3=ADsticamente por el software SPSS versi=C3=B3n 26.</spa= n> Resultad= os: los resultados rev= elaron que la mayor=C3=ADa de las respuestas fueron de emoci=C3=B3n neutral= , y hubo altos grados de indicador de atenci=C3=B3n y bajos niveles de conf= usi=C3=B3n; tambi=C3=A9n hubo un ligero aumento en la valencia positiva sob= re los sentimientos de valencia negativa, sin registrarse una respuesta emo= cional de alta intensidad. Conclusi=C3=B3n: La investigaci=C3=B3n indica que el est=C3=ADmulo audiovi= sual integrado provoc=C3=B3 respuestas emocionales estables y una atenci=C3= =B3n adecuada en los estudiantes. =C3=81rea de estudio general: Administraci=C3=B3n. =C3=81rea de estudio= espec=C3=ADfica: Comu= nicaci=C3=B3n Institucional y Neuromarketing. Tipo de= estudio: Art=C3=ADculo original. </td></tr><tr>= <td colspan=3D"4" style=3D"width:96.15pt; padding:0pt 5.4pt; vertical-align= :top">Keywords: Emoti= onal responses; institutional audiovisual communication; neuromarketing; </= span><= span style=3D"font-family:'Times New Roman'">biometric analysis; </p= >facial recognition; FaceReader.= </td><td style=3D"width:0.9pt; padding:0pt 5.4pt; vertical-align:top"><= p style=3D"margin-bottom:0pt; text-align:justify; line-height:115%; font-si= ze:12pt">&#= xa0;</td><td colspan=3D"3" style=3D"width:307.15pt; border-top:0= .75pt solid #000000; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt;= vertical-align:top">AbstractIntroduction. This study analyzes the emotional responses g= enerated by an institutional promotional audiovisual stimulus in first cycl= e students from the Faculty of Administrative and Economic Sciences of the = Technical University of Cotopaxi, considering the relevance of audiovisual = communication in university contexts and its influence on attention and emo= tional response. Objective. The main objective was to analyze the emotional responses produced by an = institutional promotional video in students using the FaceReader software, = to identify the predominant emotional trend during exposure to the audiovis= ual stimulus. Methodology. The research followed a quantitative approach with a non-experimental, cro= ss-sectional, and descriptive design. The sample consisted of 50 students w= hose facial expressions were recorded during the viewing of an integrated i= nstitutional audiovisual stimulus. The biometric analysis evaluated basic e= motions as well as emotional valence, arousal level, and attention indicato= rs, with the data statistically processed using SPSS version 26. <sp= an style=3D"font-family:'Times New Roman'; font-weight:bold">Results. </spa= n>The findings revealed a pre= dominance of neutral emotion, accompanied by elevated levels of attention a= nd low levels of confusion, as well as slightly higher values of positive e= motional valence compared to negative valence, without registering high int= ensity emotional reactions. Conclusion. It is concluded that the institutional audiovisual stimulus g= enerated stable emotional responses and adequate levels on the application = of biometric tools for the analysis of institutional audiovisual. <s= pan style=3D"font-family:'Times New Roman'; font-weight:bold">General Area = of Study: Administrati= on. = Specific area of study: Institutional communication and neuromarketing. Typ= e of study: Original article. </td></tr><tr style=3D"height:0pt= "><td style=3D"width:63pt"></td><td style=3D"width:16.1pt"></td><td style= =3D"width:24.6pt"></td><td style=3D"width:3.25pt"></td><td style=3D"width:1= 1.7pt"></td><td style=3D"width:55.05pt"></td><td style=3D"width:257.15pt"><= /td><td style=3D"width:5.75pt"></td></tr></table> <ol style=3D"margin:0pt; padding-left:0pt"><li st= yle=3D"margin-left:17.3pt; margin-bottom:10pt; text-align:justify; line-hei= ght:115%; padding-left:4pt; font-family:'Times New Roman'; font-size:12pt; = font-weight:bold">Introducci=C3=B3n</li></ol><a id= =3D"_heading_h.qtmfqbmz5r98"></a>Esta inundaci=C3=B3n general de propaganda es la realidad actual de los= negocios y los medios, lo que hace que la tarea de captar y establecer rel= aciones con las audiencias sea muy dif=C3=ADcil en un entorno caracterizado= por la saturaci=C3=B3n de mensajes promocionales (Benavides & Loyola, = 2025). Se reconoce que los estudios de mercado convencionales, basados en g= ran medida en el razonamiento racional y la comunicaci=C3=B3n oral, no capt= uran adecuadamente las manifestaciones del comportamiento humano, por cuant= o que muchas de las decisiones y respuestas se realizan mediante un proceso= inconsciente y autom=C3=A1tico (Baraybar-Fern=C3=A1ndez et al., 2017; Ram= =C3=ADrez-Brice=C3=B1o, 2016).En este sentido la neuro comunicaci=C3=B3n instituci= onal surgi=C3=B3 como un enfoque interdisciplinario que re=C3=BAne ideas en= psicolog=C3=ADa del consumidor, la neurociencia y neuropsicolog=C3=ADa, co= n el objetivo de explorar lo procesos emocionales que desencadenan la inter= pretaci=C3=B3n de los mensajes comunicativos (Cevallos & Tinoco, 2025; = Ram=C3=ADrez-Brice=C3=B1o, 2016). Para poder examinar los est=C3=ADmulos pu= blicitarios, es necesario entender las respuestas emocionales, tal como se = demostr=C3=B3 en diversas investigaciones que confirman que las funciones c= ognitivas y las emociones interact=C3=BAan entre s=C3=AD (Baraybar-Fern=C3= =A1ndez et al., 2017; Benavides & Gonz=C3=A1lez, 2025).Cuantificar las respues= tas emocionales involuntarias de los individuos es esencial para entender e= l impacto de la propaganda (Baraybar-Fern=C3=A1ndez et al., 2017; Cevallos = & Tinoco, 2025). En el =C3=A1rea de la neuro comunicaci=C3=B3n instituc= ional, se utilizan t=C3=A9cnicas biom=C3=A9tricas no intrusivas para determ= inar las respuestas subconscientes con mayor precisi=C3=B3n que los m=C3=A9= todos convencionales (Cevallos & Tinoco, 2025). Por nombrar una de esta= s herramientas, una de las mejores en el campo es el software de reconocimi= ento facial, tambi=C3=A9n conocido como FaceReader (Rodas & Montoya-Restrepo, 2019; Cevallos &am= p; Tinoco, 2025; Ram=C3=ADrez-Brice=C3=B1o, 2016).<sp= an style=3D"font-family:'Times New Roman'">El FaceReader una tecnolog=C3=AD= a indispensable que proporciona evaluaciones mediante el proceso inmediato = de las expresiones faciales de los clientes y las asocia con un conjunto es= pec=C3=ADfico de emociones (Rodas & Montoya-Restrepo, 2019; Ram=C3=ADre= z-Brice=C3=B1o, 2016). Algunas de las emociones b=C3=A1sicas que esta herra= mienta tiene la capacidad de detectar al leer micro expresiones faciales so= n: disgusto (o desagrado), alegr=C3=ADa (o disfrute/felicidad), miedo, desp= recio, ira (o rabia), tristeza, sorpresa y el estado neutral (Rodas & M= ontoya-Restrepo, 2019; Andrade-Zotamba et al., 2021). En el caso de experie= ncias multisensoriales en forma de videos institucionales, FaceReader reali= za una caracterizaci=C3=B3n fisiol=C3=B3gica de los m=C3=BAsculos faciales,= incluidas las micro expresiones involuntarias. As=C3=AD se sigue una evalu= aci=C3=B3n objetiva de la respuesta emocional (Rodas & Montoya-Restrepo= , 2019; Ram=C3=ADrez-Brice=C3=B1o, 2016).Seg=C3=BAn varios estudios a nivel inter= nacional, los mensajes de propaganda que son m=C3=A1s emocionalmente intens= os tienen un mayor impacto y pueden promover el recuerdo de la marca (Baray= bar-Fern=C3=A1ndez et al., 2017; Baraybar-Fern=C3=A1ndez et al., 2023; Roda= s & Montoya-Restrepo, 2019). Las t=C3=A9cnicas (por ejemplo, Eye Tracki= ng, FaceReader) = permiti=C3=B3 desarrol= lar m=C3=A9todos precisos para determinar qu=C3=A9 elementos evocan la mayo= r respuesta emocional y cognitiva de los consumidores (Rodas & Montoya-= Restrepo, 2019). La codificaci=C3=B3n facial, seg=C3=BAn estos autores, es = crucial para establecer reacciones emocionales positivas, negativas o neutr= ales; al analizar anuncios de televisi=C3=B3n, se encuentra que la tristeza= y la alegr=C3=ADa son las respuestas emocionales m=C3=A1s frecuentes.</spa= n><a id=3D"_heading_h.3ruupt119nh8"></a>Se realizaron estudios sobre si los efectos de la= publicidad emocional que son prevalentes en todo el mundo tambi=C3=A9n ocu= rren en Am=C3=A9rica Latina (Benavides Polo & Gonz=C3=A1lez Loyola, 202= 5). La publicidad emocional en Ecuador resulta en mayor compromiso y una ev= aluaci=C3=B3n positiva de la marca que la publicidad racional (Andrade-Zota= mba et al., 2021). Estudios recientes se demostr=C3=B3 que la publicidad au= diovisual genera respuestas emocionales medibles en la audiencia, las cuale= s pueden ser analizadas objetivamente mediante el uso de herramientas biom= =C3=A9tricas de neuromarketing (Castro-Anal=C3=BAiza & Pazmi=C3=B1o-Chi= mbana, 2023)<a id=3D"_heading_h.lqaayomc51lt"></a><sp= an style=3D"font-family:'Times New Roman'">Por otro lado, investigaciones r= ecientes de la Universidad T=C3=A9cnica de Machala emplearon t=C3=A9cnicas como la = El= ectroencefalograf=C3=ADa (EEG) para examinar las respuestas emocionales de los estudiantes ante e= st=C3=ADmulos sensoriales y publicidad (Cevallos & Tinoco, 2025), propo= niendo la integraci=C3=B3n del an=C3=A1lisis facial con la finalidad de obt= ener una perspectiva m=C3=A1s completa del comportamiento del consumidor.</= span>Finalment= e, este estudio desarrollado en la Facultad de Ciencias Administrativas y E= con=C3=B3micas de la Universidad T=C3=A9cnica de Cotopaxi (UTC<= span style=3D"font-family:'Times New Roman'">) busca aplicar como metodolog= =C3=ADa la de reconocimiento facial (<= /span>Face= Reader) con el fin de = analizar las emociones de los alumnos frente al contenido de los videos ins= titucionales. Entender c=C3=B3mo los j=C3=B3venes de la Generaci=C3=B3n Z r= eaccionan a nivel emocional a los est=C3=ADmulos audiovisuales es el objeti= vo de este an=C3=A1lisis, ya que sus emociones impactan en la intenci=C3=B3= n de compartir contenido y en la memoria (Mu=C3=B1oz-Pico & Viteri-Manc= ero, 2022; Ram=C3=ADrez-Brice=C3=B1o, 2016). Investigaciones recientes indi= can que los integrantes de este grupo generacional suelen mostrar reaccione= s emocionales moderadas ante los mensajes publicitarios, valorando m=C3=A1s= la coherencia y el contenido significativo que la estimulaci=C3=B3n emocio= nal intensa (Karimulla et al., 2025). La utilizaci=C3=B3n del FaceReader po= sibilita un entendimiento mucho m=C3=A1s completo de la efectividad emocion= al de los mensajes publicitarios(Baraybar-Fern=C3=A1ndez et al., 2017; Bara= ybar-Fern=C3=A1ndez et al., 2023).<h3 style=3D"margin-top:0pt; m= argin-bottom:10pt; text-align:justify; line-height:115%">1.1. Planteam= iento del problema</h3>El contenido audiovisual institucional integrado pretende gener= ar reacciones emocionales en la audiencia, a trav=C3=A9s de emociones como = la tristeza, la ira o la alegr=C3=ADa de forma deliberada dentro de los men= sajes publicitarios para crear expresiones atractivas y transmitir sensacio= nes vinculadas a las marcas (Baraybar-Fern=C3=A1ndez et al., 2017; Mu=C3=B1= oz-Pico & Viteri-Mancero, 2022). Seg=C3=BAn varios estudios, los videos= institucionales con contenido emocional son m=C3=A1s propensos a atraer la= atenci=C3=B3n de quien observa y a facilitar el procesamiento del mensaje;= es por esa raz=C3=B3n que se vio el inter=C3=A9s acad=C3=A9mico por examin= ar las reacciones emocionales que estos est=C3=ADmulos visuales producen (B= enavides Polo & Gonz=C3=A1lez Loyola, 2025).<span= style=3D"font-family:'Times New Roman'">Sin embargo, uno de los retos m=C3= =A1s importantes al momento de analizar la comunicaci=C3=B3n audiovisual in= stitucional es la dificultad para poder medir objetivamente las respuestas = emocionales profundas, en particular las que suceden de forma inconsciente = y autom=C3=A1tica, adem=C3=A1s las herramientas de neuromarketing demostrar= on que las reacciones a nivel fisiol=C3=B3gico pueden diferir de lo que las= personas manifiestan por medio de instrumentos tradicionales, como encuest= as o entrevistas (Baraybar-Fern=C3=A1ndez et al., 2017; Cevallos & Tino= co, 2025).En relaci=C3=B3n con los estudiantes de la Universidad T=C3=A9cnica= de Cotopaxi (UTC), ha= y muy poca informaci=C3=B3n sobre los diferentes patrones de respuestas emo= cionales que se generan al ver los videos institucionales, especialmente aq= uellas que se encuentran expresadas por medio de micro expresiones faciales= . Adem=C3=A1s, hay poca evidencia emp=C3=ADrica que posibilite la descripci= =C3=B3n de estas respuestas emocionales objetivas (Cevallos & Tinoco, 2= 025; Baraybar-Fern=C3=A1ndez et al., 2023).Dentro de este contexto, es acertado in= cluir metodolog=C3=ADas biom=C3=A9tricas que ayuden en la cuantificaci=C3= =B3n de las respuestas emocionales en tiempo real, tomando en cuenta los in= dicadores como la activaci=C3=B3n y la valencia emocional, adem=C3=A1s el a= n=C3=A1lisis de las reacciones emocionales involuntarias provocadas por est= =C3=ADmulos audiovisuales puede ser abordado de manera objetiva mediante la= utilizaci=C3=B3n de herramientas de neuromarketing como el FaceReader (Rod= as & Montoya-Restrepo, 2019; Baraybar-Fern=C3=A1ndez et al., 2023). Es = por esta raz=C3=B3n que se propone la importancia de llevar a cabo un estud= io de caso que analice las respuestas emocionales de los estudiantes de la = Facultad de Ciencias Administrativas y Econ=C3=B3micas de la Universidad T= =C3=A9cnica de Cotopaxi frente a videos institucionales; tomando en cuenta = que este estudio tendr=C3=A1 como principal eje el an=C3=A1lisis biom=C3=A9= trico facial, enfocando el an=C3=A1lisis exclusivamente en la respuesta emo= cional involuntaria registrada mediante biometr=C3=ADa facial.<p= style=3D"margin-bottom:10pt; text-align:justify; line-height:115%; font-si= ze:12pt">De lo anterior, se d= esprende la siguiente pregunta central de investigaci=C3=B3n:=C2=BFCu=C3=A1les son= las respuestas emocionales que se generan en los estudiantes de primer cic= lo de la Facultad de Ciencias Administrativas y Econ=C3=B3micas de la Unive= rsidad T=C3=A9cnica de Cotopaxi durante la visualizaci=C3=B3n del video pro= mocional integrado, analizados mediante el uso del software FaceReader?</sp= an>Preguntas espec=C3=ADficas:<ul style=3D"margin:0pt; padd= ing-left:0pt"><li class=3D"ListParagraph" style=3D"margin-top:14pt; margin-= left:17.63pt; line-height:115%; padding-left:3.67pt; font-family:serif"><sp= an style=3D"font-family:'Times New Roman'">=C2=BFQu=C3=A9 tipo de valencia = emocional (positiva, negativa o neutral) predomina en los estudiantes duran= te la visualizaci=C3=B3n del video promocional integrado, seg=C3=BAn el an= =C3=A1lisis biom=C3=A9trico facial?</li><li class=3D"ListParagraph" = style=3D"margin-left:17.63pt; line-height:115%; padding-left:3.67pt; font-f= amily:serif">=C2=BFQu=C3=A9 n= iveles de activaci=C3=B3n emocional se registran en los estudiantes a lo la= rgo de la exposici=C3=B3n al est=C3=ADmulo audiovisual integrado, de acuerd= o con los indicadores biom=C3=A9tricos proporcionados por FaceReader?</span= ></li><li class=3D"ListParagraph" style=3D"margin-left:17.63pt; margin-bott= om:10pt; line-height:115%; padding-left:3.67pt; font-family:serif">=C2=BFQu=C3=A9 patrones emocionales g= enerales se identifican en las respuestas faciales de los estudiantes ante = el est=C3=ADmulo audiovisual promocional integrado?</li></ul><h3 sty= le=3D"margin-top:0pt; margin-bottom:10pt; text-align:justify; line-height:1= 15%"><a id=3D"_heading_h.wvb0hwm4jv1"></a>1.2. Objetivos de la investi= gaci=C3=B3n</h3>Objetivo general: analizar las respuestas emocionales que los videos prom= ocionales generan en los estudiantes del primer ciclo de la Facultad de Cie= ncias Administrativas y Econ=C3=B3micas de la Universidad T=C3=A9cnica de C= otopaxi, mediante el software FaceReader, con el fin de identificar cu=C3= =A1l es la tendencia emocional m=C3=A1s com=C3=BAn durante la observaci=C3= =B3n del est=C3=ADmulo audiovisual.Objetivos espec=C3=ADficos:<= /span>=E2=97=8F = 0; Determinar me= diante el software FaceReader, la inclinaci=C3=B3n afectiva (positiva, neut= ral o negativa) que manifiestan los estudiantes como respuesta al contenido= del video promocional analizado.=E2=97=8F = ; Analizar la intensidad de la respuesta emocional de los estudiantes fre= nte al est=C3=ADmulo promocional, bas=C3=A1ndose en las m=C3=A9tricas de ac= tivaci=C3=B3n registradas por el sistema biom=C3=A9trico FaceReader.= = =E2=97=8F <spa= n style=3D"font-family:'Times New Roman'">Definir las tendencias expresivas= recurrentes en el grupo de estudio al procesar el anuncio publicitario, ba= jo una metodolog=C3=ADa de estudio de caso centrada en la respuesta no verb= al.La m= etodolog=C3=ADa que se presenta a continuaci=C3=B3n describe el dise=C3=B1o= no experimental empleado para la recolecci=C3=B3n de los datos mediante el= software FaceReader y su an=C3=A1lisis se lo realizar=C3=A1 por medio del = programa SPSS, lo que permitir=C3=A1 analizar los resultados para el an=C3= =A1lisis propuesto.<ol start=3D"2" style=3D"margin:0pt; padding-= left:0pt"><li class=3D"ListParagraph" style=3D"margin-left:14pt; margin-bot= tom:10pt; line-height:115%; padding-left:4pt; font-weight:bold">Metod= olog=C3=ADa</li></ol><h2 style=3D"margin-top:0pt; margin-bottom:10pt= ; page-break-inside:auto; page-break-after:auto; line-height:115%"><a id=3D= "_heading_h.n9l2zrnw8p6l"></a>El present= e estudio se desarroll=C3=B3 bajo un enfoque cuantitativo, sustentado bajo = el an=C3=A1lisis de datos biom=C3=A9tricos recabados por medio del software= FaceReader, en el que se pudo registrar de manera directa las diferentes r= espuestas emocionales de los estudiantes durante la visualizaci=C3=B3n de u= n est=C3=ADmulo audiovisual promocional. El enfoque cuantitativo se disting= ue por la utilizaci=C3=B3n e implementaci=C3=B3n de mediciones num=C3=A9ric= as y procedimientos estad=C3=ADsticos para el an=C3=A1lisis sistem=C3=A1tic= o de cada uno de los fen=C3=B3menos observables, siendo adecuado en estudio= s que emplean herramientas tecnol=C3=B3gicas para el registro psicofisiol= =C3=B3gico de la conducta humana (Creswell & Creswell, 2017; Babbie, 20= 13).</h2>El= estudio se clasifica como una investigaci=C3=B3n de tipo exploratoria y de= scriptiva, ya que se orienta a identificar y describir las respuestas emoci= onales generadas por un est=C3=ADmulo audiovisual en una poblaci=C3=B3n esp= ec=C3=ADfica, prescindiendo de establecer relaciones causales ni generaliza= r los resultados a otros contextos.El dise=C3=B1o de la investigaci=C3=B3n fue no = experimental y transversal, esto se debe a que no se manipul=C3=B3 directam= ente ninguna variable y la recolecci=C3=B3n de los datos se realiz=C3=B3 en= un =C3=BAnico momento temporal durante la exposici=C3=B3n al est=C3=ADmulo= audiovisual. En concordancia con Hern=C3=A1ndez et al. (2014) estos estudi= os se caracterizan por observar los fen=C3=B3menos tal y como ocurren en su= contexto natural, sin intervenci=C3=B3n del investigador.<h2 st= yle=3D"margin-top:0pt; margin-bottom:10pt; page-break-inside:auto; page-bre= ak-after:auto; line-height:115%"><a id=3D"_heading_h.59k0drk7em85"></a><spa= n style=3D"font-weight:normal; font-style:italic">2.1.&= #xa0;Poblaci= =C3=B3n y muestra</h2>La poblaci=C3=B3n objetivo del estudio estuvo conformada por los= estudiantes de primer ciclo de las carreras que forman parte de la Faculta= d de Ciencias Administrativas y Econ=C3=B3micas de la Universidad T=C3= =A9cnica de Cotopaxi, = integrada por un total de 343 estudiantes. Sin embargo, debido a la naturaleza experimental = del estudio, el registro emocional mediante FaceReader requiere condiciones= espec=C3=ADficas, tales como la disponibilidad presencial del estudiante, = tiempo individual de calibraci=C3=B3n y captura, condiciones de iluminaci= =C3=B3n estable, participaci=C3=B3n voluntaria y sesiones de grabaci=C3=B3n= en un entorno controlado, por lo que la muestra de la investigaci=C3=B3n f= ue tomada en base a&#x= a0; literatura especia= lizada en estudios con FaceReader que respaldan el uso de muestras peque=C3= =B1as debido al tiempo requerido por cada sesi=C3=B3n individual y la profu= ndidad del an=C3=A1lisis emocional. Diversas investigaciones emplearon mues= tras entre 20 y 50 participantes, lo que es suficiente para identificar pat= rones emocionales en estudios experimentales audiovisuales (Baraybar-Fern= =C3=A1ndez et al., 2017; Rodas & Montoya-Restrepo, 2019; Andrade-Zotamb= a et al., 2021). Como se muestra en la <a href=3D"#tabla1" style=3D"= text-decoration:none">Tabla 1= </a>, estos estudios e= videncian que el uso de muestras reducidas resulta metodol=C3=B3gicamente a= decuado en investigaciones que emplean herramientas biom=C3=A9tricas para e= l an=C3=A1lisis de respuestas emocionales. <a id=3D"ta= bla1">Tabla= 1 </a>Justificaci=C3=B3n del tama=C3=B1o de la muest= ra<table style=3D"width:425.15pt; margin-bottom:0pt; padding:0pt= ; border-collapse:collapse"><tr style=3D"height:27.75pt"><td style=3D"width= :153.6pt; border-top:0.75pt solid #000000; border-bottom:0.75pt solid #0000= 00; padding:0pt 5pt; vertical-align:top">Autor (es)</td><td style=3D"width:157.1pt; = border-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; paddin= g:0pt 5pt; vertical-align:top">Tipo de estudio</td><td style=3D"width:84.4pt; border= -top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; padding:0pt = 5pt; vertical-align:top">Tama=C3=B1o de la muestra</td></tr><tr style=3D"height:27.7= 5pt"><td style=3D"width:153.6pt; padding:0pt 5pt; vertical-align:top">Baraybar-Fern=C3=A1ndez = et al. (2017)</td><td style=3D"width:157.1pt; padding:0pt 5pt; v= ertical-align:top">= Respuesta emocional a publicidad televisiva</td><td style=3D"wid= th:84.4pt; padding:0pt 5pt; vertical-align:top">30 participantes</td></tr><tr style= =3D"height:27pt"><td style=3D"width:153.6pt; padding:0pt 5pt; vertical-alig= n:top">Rodas & = Montoya-Restrepo (2019)</td><td style=3D"width:157.1pt; padding:= 0pt 5pt; vertical-align:top">An=C3=A1lisis publicitario con Eye Tracking y FaceReader</= p></td><td style=3D"width:84.4pt; padding:0pt 5pt; vertical-align:top">24 participantes= </td></tr><tr style=3D"height:27.75pt"><td style=3D"width:153.6pt; bord= er-bottom:0.75pt solid #000000; padding:0pt 5pt; vertical-align:top">Andrade-Zotamba et al. (2= 021)</td><td style=3D"width:157.1pt; border-bottom:0.75pt solid = #000000; padding:0pt 5pt; vertical-align:top">Engagement emocional en publicidad</t= d><td style=3D"width:84.4pt; border-bottom:0.75pt solid #000000; padding:0p= t 5pt; vertical-align:top">25-40 participantes</td></tr></table> Por tanto, una muestra de 50 estudia= ntes resulta metodol=C3=B3gicamente adecuada y consistente con los est=C3= =A1ndares establecidos en investigaciones similares. El n=C3=BAmero final d= e participantes estar=C3=A1 compuesto por los estudiantes que acepten parti= cipar voluntariamente y cumplan con los requisitos de presencia, disponibil= idad horaria y correcta detecci=C3=B3n facial por parte del software.</span= ><h2 style=3D"margin-top:0pt; margin-bottom:10pt; page-break-inside:aut= o; page-break-after:auto; line-height:115%"><a id=3D"_heading_h.yl8ftcn2sdv= w"></a>2.2.<sp= an style=3D"width:18pt; font-weight:normal; font-style:italic; display:inli= ne-block"> Materiales</h2>Para la ejecuci=C3=B3n del estudio se emplearon los siguientes materi= ales y herramientas tecnol=C3=B3gicas: <h3 style=3D"margin-top:0pt= ; margin-left:36pt; margin-bottom:10pt; text-indent:-18pt; text-align:justi= fy; page-break-inside:auto; page-break-after:auto; line-height:115%">a) <a id=3D= "_heading_h.xjhwfjutfix4"></a>Software FaceReader</h3>El software FaceReader, en= su versi=C3=B3n 8.1 y creado por Noldus Information Technology, fue la primera herramienta biom=C3= =A9trica utilizada en la investigaci=C3=B3n. Esta herramienta utiliza los a= lgoritmos de inteligencia artificial del sistema FA= CS (Facial Action Coding System) de Ekman y Friesen, que permite reconocer las emociones fundamen= tales: desagrado, alegr=C3=ADa, ira, miedo, asombro y tristeza; as=C3=AD co= mo la expresi=C3=B3n neutral. Adem=C3=A1s, investigaciones recientes demues= tran que los m=C3=A9todos autom=C3=A1ticos de reconocimiento de emociones e= n im=C3=A1genes y video como FaceReader est=C3=A1n transformando la investi= gaci=C3=B3n en marketing y comunicaci=C3=B3n al permitir an=C3=A1lisis de r= espuestas emocionales de forma no invasiva y en tiempo real (Bohorquez et a= l., 2025).Adem=C3=A1s, FaceReader produce m=C3=A9tricas avanzadas de respuesta emo= cional, como el compromiso (engagement), la valencia emocional y el nivel de activaci=C3=B3n (</span= >arousal</= span>), que se emplean frecue= ntemente en estudios de neuromarketing y en an=C3=A1lisis de emociones apli= cados a est=C3=ADmulos audiovisuales. La exactitud y fiabilidad de esta her= ramienta fueron confirmadas en investigaciones sobre comunicaci=C3=B3n emoc= ional y psicolog=C3=ADa del consumidor, seg=C3=BAn estudios anteriores (Lew= inski et al., 2014; St=C3=B6ckli et al., 2017).b) = ; Equipamiento t=C3=A9cnico<= /span>Con el p= rop=C3=B3sito de asegurar la precisi=C3=B3n en el an=C3=A1lisis biom=C3=A9t= rico, se utiliz=C3=B3 una estaci=C3=B3n de c=C3=B3mputo equipada con una c= =C3=A1mara de alta resoluci=C3=B3n y capacidad de procesamiento suficiente = para el funcionamiento de FaceReader. El levantamiento de datos se llev=C3=B3 a cabo en un ambiente = controlado, caracterizado por una iluminaci=C3=B3n equilibrada y un fondo n= eutro, factores que minimizaron las distracciones y optimizaron el registro= de las expresiones de los participantes.<h3 style=3D"margin-top= :0pt; margin-left:36pt; margin-bottom:10pt; text-indent:-18pt; text-align:j= ustify; page-break-inside:auto; page-break-after:auto; line-height:115%"><s= pan style=3D"font-family:'Times New Roman'; font-style:italic; color:#00000= 0">c) <a id=3D= "_heading_h.nrcx46nmh27s"></a>Est=C3=ADmulos audiovisuales</h3>= El est=C3=ADmulo audiovisual c= onstituy=C3=B3 un video promocional institucional integrado, el cual se rea= liz=C3=B3 utilizando cuatro dimensiones conceptuales previamente definidas:= la reacci=C3=B3n emocional global, la atenci=C3=B3n y el engagement, la claridad del mensaje a nivel y el impacto emocional= del protagonista. Estas dimensiones se emplearon solamente como criterios = conceptuales para seleccionar y organizar el contenido audiovisual, no como= unidades independientes de an=C3=A1lisis biom=C3=A9trico.Al principio, se tom=C3=B3 en cuenta= la posibilidad de analizar los contenidos audiovisuales de manera segmenta= da por dichas dimensiones. Sin embargo, al momento de poner en marcha opera= tivamente el an=C3=A1lisis en el software FaceReader, se detectaron restric= ciones en la configuraci=C3=B3n del registro del est=C3=ADmulo dividido en = segmentos; debido a ello, se decidi=C3=B3 combinar las dimensiones en un = =C3=BAnico est=C3=ADmulo audiovisual. Esta elecci=C3=B3n metodol=C3=B3gica = permiti=C3=B3 garantizar un registro biom=C3=A9trico estable y fiable, enfo= cando el an=C3=A1lisis en la reacci=C3=B3n emocional general de los partici= pantes ante el contenido promocional.<h2 style=3D"margin-top:0pt= ; margin-bottom:10pt; page-break-inside:auto; page-break-after:auto; line-h= eight:115%"><a id=3D"_heading_h.17jpvwq1s174"></a>2.3. Procedimiento</h2>El procedimiento se lle= v=C3=B3 a cabo en tres fases principales:<h3 style=3D"margin-top= :0pt; margin-left:36pt; margin-bottom:10pt; text-indent:-18pt; text-align:j= ustify; page-break-inside:auto; page-break-after:auto; line-height:115%"><s= pan style=3D"font-family:'Times New Roman'; font-style:italic; color:#00000= 0">=EF=82=B7</= span> <a id=3D"_heading_h.7v9kqyju= uj2k"></a>Fase 1: Preparaci=C3=B3n y calibraci=C3=B3n</h3>Cada sesi=C3=B3n inici= =C3=B3 con la adecuaci=C3=B3n del entorno f=C3=ADsico y la verificaci=C3=B3= n de la iluminaci=C3=B3n. Los participantes fueron ubicados frente a la c= =C3=A1mara a una distancia aproximada de 50 a 70 cm. Se realiz=C3=B3 la cal= ibraci=C3=B3n inicial del software mediante el reconocimiento autom=C3=A1ti= co del rostro. Posteriormente, se explic=C3=B3 de manera breve el procedimi= ento para evitar sesgos de expectativa.<h3 style=3D"margin-top:0= pt; margin-left:36pt; margin-bottom:10pt; text-indent:-18pt; text-align:jus= tify; page-break-inside:auto; page-break-after:auto; line-height:115%"><spa= n style=3D"font-family:'Times New Roman'; font-style:italic; color:#000000"= >=EF=82=B7</sp= an> <a id=3D"_heading_h.t0t4mfhqgi= lj"></a>Fase 2: Exposici=C3=B3n a los est=C3=ADmulos audiovisuales</sp= an></h3>Los estudi= antes visualizaron un =C3=BAnico est=C3=ADmulo audiovisual promocional inte= grado en una sola sesi=C3=B3n. Durante la reproducci=C3=B3n del video, el s= oftware FaceReader registr=C3=B3 en tiempo real las variaciones emocionales= de los participantes a trav=C3=A9s del an=C3=A1lisis de micro expresiones = faciales, capturando indicadores de emociones b=C3=A1sicas, valencia emocio= nal, nivel de activaci=C3=B3n y engagement.<h3 style=3D"margin-top:0pt; margin-left:36pt;= margin-bottom:10pt; text-indent:-18pt; text-align:justify; page-break-insi= de:auto; page-break-after:auto; line-height:115%">=EF=82=B7 &#= xa0; <a id=3D"_heading_h.ssy5k0f10lp7"></a>Fase 3= : Registro y almacenamiento de datos</h3>Los datos obtenidos a partir del software Fac= eReader fueron exportados en formato CSV, junto con los registros temporale= s generados durante la sesi=C3=B3n, para su posterior an=C3=A1lisis estad= =C3=ADstico. Todos los datos fueron almacenados utilizando c=C3=B3digos alf= anum=C3=A9ricos, con el fin de garantizar la confidencialidad y el anonimat= o de los participantes.<a id=3D"_heading_h.fmdno2w4oil"></a>2.4= . T=C3=A9cnicas de an=C3=A1lisis de datos<a id=3D"_heading_h.a99bmqqkhse"></a>Los datos adquiridos por medio del programa FaceReader fueron an= alizados con el fin de estimar las emociones fundamentales (tristeza, alegr= =C3=ADa, enojo, miedo, asombro, desagrado, desprecio y neutralidad), adem= =C3=A1s de los indicadores avanzados de activaci=C3=B3n (arousal), valencia= emocional y engagement. = Se realiz=C3=B3 un an=C3=A1lisis descriptivo de la respuesta emocional glob= al registrada durante la visualizaci=C3=B3n del est=C3=ADmulo audiovisual i= ntegrado. Los gr=C3=A1ficos fueron generados directamente a partir de FaceR= eader y analizados en SPSS para ser representados estad=C3=ADsticamente, lo= que posibilit=C3=B3 la obtenci=C3=B3n de promedios, desviaciones est=C3=A1= ndar y comparaciones segmentadas. Esta metodolog=C3=ADa facilit=C3=B3 el reconocimiento de pat= rones emocionales predominantes y sus modificaciones en funci=C3=B3n de la = naturaleza de los est=C3=ADmulos audiovisuales. Este enfoque es consistente= con investigaciones recientes que demuestran que el an=C3=A1lisis automati= zado de expresiones faciales permite identificar patrones emocionales y com= binaciones efectivas con mayor precisi=C3=B3n en el estudio de respuestas e= mocionales ante est=C3=ADmulos audiovisuales (Du et al., 2014).<= p style=3D"margin-bottom:10pt; text-align:justify; line-height:115%; font-s= ize:12pt">En SPSS se procesar= on los datos recolectados, en el que se calcularon la media (medida de tend= encia central), la desviaci=C3=B3n est=C3=A1ndar y la distribuci=C3=B3n de = frecuencias por cada variable emocional y atencional. Despu=C3=A9s, se cons= truyeron gr=C3=A1ficos descriptivos, tales como histogramas y comparaciones= entre emociones negativas y positivas. Se se=C3=B1ala que los resultados p= rovienen del an=C3=A1lisis hecho en SPSS, el cual se menciona como fuente d= e los gr=C3=A1ficos (SPSS; versi=C3=B3n 26). Esta estrategia hizo posible r= esumir y mostrar de manera ordenada y clara las respuestas de los alumnos.<= /span><ol start=3D"3" style=3D"margin:0pt; padding-left:0pt"><li class= =3D"ListParagraph" style=3D"margin-left:14pt; margin-bottom:10pt; line-heig= ht:115%; padding-left:4pt; font-weight:bold">Resultados </li></ol>Se procedi=C3=B3 al an=C3=A1lisis de los datos biom= =C3=A9tricos con base en las cifras promedio de confusi=C3=B3n, atenci=C3= =B3n y emociones fundamentales que cada alumno adquiri=C3=B3 utilizando el = programa FaceReader. Con el objetivo de detallar las reacciones emocionales= generales de los alumnos durante la visualizaci=C3=B3n del est=C3=ADmulo a= udiovisual promocional institucional, se consolidaron y examinaron estad=C3= =ADsticamente los datos en el software SPSS.Los resultados descriptivos revelan qu= e la emoci=C3=B3n neutral present=C3=B3 la media m=C3=A1s alta durante la e= xposici=C3=B3n al est=C3=ADmulo en el grupo de emociones estudiadas, lo cua= l indica una reacci=C3=B3n emocional constante ante el est=C3=ADmulo audiov= isual. Las emociones positivas, como happy y surprised, aparecieron en menor cantidad, mientras que las emociones negativas (= sad= , angry, scared y disgusted) tuvieron valores m=C3=A1s bajos.La <a href=3D"#fig1" style=3D"text-d= ecoration:none">Figura 1</spa= n></a> muestra estas conclusi= ones, en la que se pueden apreciar los promedios de las emociones b=C3=A1si= cas anotadas en el grupo de estudio.<a id=3D"fig1"><sp= an style=3D"font-family:'Times New Roman'; font-weight:bold">Figura 1</span= ></a>Media de indicadores emocionales y atencionales registrados median= te FaceReader<img src=3D"data:image/png;base64,iVBORw0K= GgoAAAANSUhEUgAAAh8AAACuCAYAAACWVG8oAAAABHNCSVQICAgIfAhkiAAAAAlwSFlzAAAOxAA= ADsQBlSsOGwAAIABJREFUeJzt3clzHPd99/F3T8++Y7ADxEIs3EVSoRRBCxWVtcSx7CqVk5Prqe= SUiw++pSrH/B+5JCklPqSc8vNELsehHGuzZVOiSIkruAPEDgy22Zfufg7IdMRoISkTMz3w51V2y= Z7haL7N6Z7+zG81HMdxEBEREWkSX6sLeFizs7OsrKxQq9VaXYqIiIj8HtoifDiOw8zMDCsrK1Sr= 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u5ot7jcKHiDRNJBLhySefZGtri0KhQKVS4cKFC+4AQWmes2fP4jgOJ06cYHFxkVOnTjE7O8v29j= avv/56WwQPgKeeeorjx4/ft5L0+++/T7FYbHVpD6WxoOPs7Cwvvvgi/f39LC0t8cEHH3D16lUOH= DjQNl2Sj0LhQ0SaJhKJcPLkST7++GOq1Sp+v59qtcro6KjWjWmyyclJlpeXmZubA+DixYsMDg62= xV5Bn7ewsOBu/QA7Mw0nJiYYHh5ucWUPJxaLMTQ0xPLyMh9++CGWZWGaJolE4r5B/nuNxnyISNO= srq7y4x//mKmpKQ4cOEAwGGR+fp633367bbpd9opSqcTa2hrLy8sUi0V3jY92maK6VzSWVr9586= Y7OaGxX83Ro0fp6ekhHA63uMrHTy0fItI0juNQLpf5+OOP3W3pV1dXuXv3LqFQiFKpxPj4eFstj= d2uGqvKTk5O0t/fT6FQ4MKFC0SjUV5++WWgPcZ8tLtGK8f4+Li7q+3q6iqffPIJsViMSCSi8CEi= 8vvo7u7mb/7mb772z+iGt/scx2FtbY3bt2+ztLTE2NgY169fZ2ZmhnQ6TTweZ2JiglQq5fk1S9p= duVzmzp07nDlzhmq1iuM4OI6DaZo8++yze3KND1C3i4jIH6SNjQ3y+Ty1Wu0Lz/n9fjo7OwmHw5= 6eaivtS+FDREREmmrvTR4WERERT1P4EBERkab6/7gaNwfovqO6AAAAAElFTkSuQmCC" width= =3D"543" height=3D"174" alt=3D"" />Nota: datos obtenidos de FaceReader y procesados en SPSS versi=C3=B3n 26.= La </sp= an><a href=3D"#fig1" style=3D"text-decoration:none">Figura 1</a> muestra que se registraron valores elevados del indicador </s= pan>attent= ion, adem=C3=A1s, Neut= ral presenta un alto valor, lo que indica una respuesta emocional constante= , sin reacciones extremas ni alteraciones repentinas en el estado de =C3=A1= nimo. No se observaron incrementos relevantes en emociones negativas (</spa= n>sad</spa= n> y angry). Mientras que los niveles de happy, surprised= , scared, disgusted y = confusi=C3=B3n siguen siendo muy bajos, en general, los indicadores emocion= ales reflejaron un comportamiento estable, los niveles de atenci=C3=B3n sup= eraron a los de confusi=C3=B3n en la mayor=C3=ADa de alumnos. <p= style=3D"margin-bottom:10pt; text-align:justify; line-height:115%; font-si= ze:12pt">La comparaci=C3=B3n = entre los niveles de atenci=C3=B3n y confusi=C3=B3n se presenta en la </spa= n><a href=3D"#fig2" style=3D"text-decoration:none">Figura 2</a>, permitiendo visualizar de manera clara la diferencia entre am= bos indicadores.<a id=3D"fig2">Figura 2</a><= span style=3D"font-family:'Times New Roman'; font-style:italic">Comparaci= =C3=B3n de los niveles de atenci=C3=B3n y confusi=C3=B3n en los estudiantes= <img src=3D"data:image/png;base64,iVBORw0KGgoAAAANSUhE= UgAAAfcAAAELCAYAAADEJc9FAAAABHNCSVQICAgIfAhkiAAAAAlwSFlzAAAOxAAADsQBlSsOGwA= 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=3D"" />Nota: datos= obtenidos de FaceReader = y procesados en SPSS versi=C3=B3n 26.En los alumnos, la diferencia entre los nivel= es de confusion y = attention<= /span> es notable como se obs= erva en la <a href=3D"#fig2" style=3D"text-decoration:none">Figura 2</a>. La confusi=C3=B3n se mantuvo en niveles bajos= durante la exposici=C3=B3n del est=C3=ADmulo audiovisual institucional int= egrado. Esto evidencia que los participantes mantuvieron un adecuado nivel = de concentraci=C3=B3n, sin presentar ninguna dificultad significativa.</spa= n>Con el prop= =C3=B3sito de ahondar en la respuesta general, las emociones se categorizar= on de acuerdo con su valencia. Los hallazgos muestran que los valores de em= ociones positivas fueron ligeramente superiores a los de emociones negativa= s. La <= /span><a href=3D"#fig3" style=3D"text-decoration:none">Figura 3</a> muestra gr=C3=A1ficamente dicha relaci=C3=B3n, la cual evi= dencia que hay m=C3=A1s respuestas emocionales positivas que negativas.</sp= an><a id=3D"fig3">Figura 3</a>Comparaci=C3=B3n entre emocione= s positivas y negativas registradas durante la visualizaci=C3=B3n del est= =C3=ADmulo audiovisual integrado<img src=3D"data:image/= png;base64,iVBORw0KGgoAAAANSUhEUgAAAeUAAAEeCAYAAAC0ZQ24AAAABHNCSVQICAgIfAhk= iAAAAAlwSFlzAAAOxAAADsQBlSsOGwAAIABJREFUeJzt3XuUVWXh//HP3vtc5z4wzAwwMAKDgIK= UFqFlJF7QLFBjWWEYi9IoTU2jlpXVV8Xs4m1V/sxVrCxENC1dtiCTVmkUqeCgIEI4SAI6CHIZZs= 5tn72f3x/85vzkCxQ0wzkPzPu1ln945nj248x59vs8e+9zjmOMMQIAACXnlnoAAABgHyuj7Pu+U= qmUwjAs9VAAACgaK6Ocz+e1cOFCZbPZUg8FAICisTLKxhiFYShOdwMA+hIrowwAQF9ElAEAsARR= BgDAEkQZAABLEGUAACxBlAEAsARRBgDAEkQZAABLRIq9wXw+r1wupzAMFY1G5TiOstmsXNdVPB5= XJFL0IQEAYIWiFzCTyeihhx7SAw88oKuvvloTJ07UJZdcokQioQULFmj48OGS9n2qV/cnewEAcD= 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style=3D"font-family:'Times New Roman'; font-weight:bold">Nota:= datos obtenidos de FaceReade= r y procesados en SPSS versi=C3=B3n 26Para esta comparaci=C3=B3n, las emociones se= agruparon seg=C3=BAn su valencia afectiva, considerando como positivas las= emociones happy y </span= >surprised= y c=C3=B3mo las emoci= ones negativas sad, angry, scared y disgusted. A partir de esta categorizaci=C3=B3n, se calcularon p= romedios globales por categor=C3=ADa.Como se observa en la <a href=3D"#fig3= " style=3D"text-decoration:none">Figura 3</a> que t= anto la emoci=C3=B3n positiva como la negativa tienen valores bajos y pr=C3= =B3ximos entre s=C3=AD, siendo ligeramente m=C3=A1s alta la primera. No se = observaron reacciones emocionales de alta intensidad, lo que mantuvo un equ= ilibrio afectivo en los alumnos. La respuesta que se observa indica una exp= eriencia emocional de intensidad moderada, sin picos notables, lo cual es c= onsistente con un est=C3=ADmulo que presenta una respuesta emocional de baj= a intensidad, con predominio de estabilidad efectiva.= Adem=C3=A1s, se utiliz=C3=B3 = la prueba de normalidad de Shapiro-Wilk, que aplica a las variables emocion= ales y atencionales, para evaluar la distribuci=C3=B3n de los datos. Los ha= llazgos evidenciaron que varias de las variables no siguen una distribuci= =C3=B3n normal como se observa en la <a href=3D"#tabla2" style=3D"te= xt-decoration:none">Tabla 2</= span></a>, siendo com=C3=BAn = en investigaciones que utilizan mediciones psicofisiol=C3=B3gicas. En la </= span><a href=3D"#fig4" style=3D"text-decoration:none">Figura 4</a> se puede observar la distribuci=C3=B3n de la emoci=C3=B3n n= eutral y en la <a href=3D"#fig5" style=3D"text-decoration:none"><spa= n class=3D"Hyperlink" style=3D"font-family:'Times New Roman'; font-weight:b= old; text-decoration:none; color:#000000">Figura 5</a> el gr=C3=A1fico Q-Q correspondiente a la varia= ble de atenci=C3=B3n, lo que respalda la pertinencia de un an=C3=A1lisis de= scriptivo para la interpretaci=C3=B3n de los resultados. <a id=3D"tabla2">Tabla 2</a>Prueba de normalidad de Shapiro Wilk</= p><table style=3D"width:100%; margin-bottom:0pt; padding:0pt; border-collap= se:collapse"><tr><td rowspan=3D"2" style=3D"width:15.08%; border-top:0.75pt= solid #000000; padding:0pt; vertical-align:bottom"> </td><td colspan=3D"3" style=3D"border-top:= 0.75pt solid #000000; padding:0pt; vertical-align:bottom">Ko= lmogorov-Smirnova</td><td co= lspan=3D"3" style=3D"border-top:0.75pt solid #000000; padding:0pt; vertical= -align:bottom">Shapiro-Wilk</td></tr><tr><td styl= e=3D"width:15.86%; border-bottom:0.75pt solid #000000; padding:0pt; vertica= l-align:bottom">Estad=C3=ADstico</td><td style=3D= "width:13.3%; border-bottom:0.75pt solid #000000; padding:0pt; vertical-ali= gn:bottom">gl</td><td style=3D"width:13.3%; borde= r-bottom:0.75pt solid #000000; padding:0pt; vertical-align:bottom">Sig.</td><td style=3D"width:15.88%; border-bottom:0.75pt = solid #000000; padding:0pt; vertical-align:bottom">Estad=C3= =ADstico</td><td style=3D"width:13.3%; border-bottom:0.75pt soli= d #000000; padding:0pt; vertical-align:bottom">gl= </td><td style=3D"width:13.28%; border-bottom:0.75pt solid #000000; padding= :0pt; vertical-align:bottom"><s= pan style=3D"font-family:'Times New Roman'">Sig.</td></tr><tr><t= d style=3D"width:15.08%; padding:0pt; vertical-align:top">Attention<= /td><td style=3D"width:15.86%; border-top:0.75pt solid #000000; padding:0pt= ; vertical-align:top">,139</td><td style=3D"width:= 13.3%; border-top:0.75pt solid #000000; padding:0pt; vertical-align:top"><p= style=3D"margin-right:3pt; margin-left:3pt; margin-bottom:0pt; text-align:= right; line-height:107%; font-size:10pt">50</td><td style=3D"width:13.3%; border-top:0.75pt s= olid #000000; padding:0pt; vertical-align:top">,017</p= ></td><td style=3D"width:15.88%; border-top:0.75pt solid #000000; padding:0= pt; vertical-align:top">,937</td><td style=3D"widt= h:13.3%; border-top:0.75pt solid #000000; padding:0pt; vertical-align:top">= 50</td><td style=3D"width:13.28%; border-top:0.75p= t solid #000000; padding:0pt; vertical-align:top">,010= </td></tr><tr><td style=3D"width:15.08%; border-bottom:0.75pt solid #00= 0000; padding:0pt; vertical-align:top">Confusion</td><td style=3D"wi= dth:15.86%; border-bottom:0.75pt solid #000000; padding:0pt; vertical-align= :top">,322</td><td style=3D"width:13.3%; border-bo= ttom:0.75pt solid #000000; padding:0pt; vertical-align:top">5= 0</td><td style=3D"width:13.3%; border-bottom:0.75pt solid #0000= 00; padding:0pt; vertical-align:top">,000</td><td = style=3D"width:15.88%; border-bottom:0.75pt solid #000000; padding:0pt; ver= tical-align:top">,613</td><td style=3D"width:13.3%= ; border-bottom:0.75pt solid #000000; padding:0pt; vertical-align:top">50</td><td style=3D"width:13.28%; border-bottom:0.75pt= solid #000000; padding:0pt; vertical-align:top">,000<= /p></td></tr></table>Nota: a. Correcci=C3=B3n de significaci=C3=B3n= de Lilliefors. datos = obtenidos de FaceReader y procesados en SPSS versi=C3=B3n 26Los hallazgos de las p= ruebas de normalidad indican que ni attention ni confusion siguen una distribuci=C3=B3n normal, debido a que los valores de s= ignificaci=C3=B3n son inferiores a 0,05 en ambos casos. Esto sugiere que la= s respuestas de los alumnos no se distribuyen uniformemente, sino que prese= ntan concentraciones evidentes en ciertos niveles. En cuanto a la atenci=C3= =B3n, se evidencia que la mayor=C3=ADa de los participantes conserv=C3=B3 n= iveles parecidos de concentraci=C3=B3n, mientras que la confusi=C3=B3n fue = m=C3=ADnima y poco variable; esto sugiere homogeneidad en la respuesta aten= cional del contenido presentado.<a id=3D"fig4">Figura 4</a= ><img src=3D"data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAk= EAAADeCAYAAAA6q9QSAAAABHNCSVQICAgIfAhkiAAAAAlwSFlzAAAOxAAADsQBlSsOGwAAIABJR= EFUeJzs3XecVdW5//HPPr3PnKnMUKbQ6wBKkSKIXA0q2OLPmESJYjSJjYhGFAkqJGoSDWpMrLEh= UYmisYEGDOhFUJpSpDmFIkyfOb3tvX9/kLOv3Jt7jcMMM8w875foCxlmr9nnnL2/e61nraXouq4= jhBBCCNHFmNq7AUIIIYQQ7UFCkBBCCCG6JAlBQgghhOiSLO3dACE6i6amJvbs2UP37t3JysrC6X= QCsHv3bgB8Ph+HDh0iNzeXnJwc3G73MX9f13USiQT19fVomkaPHj1O+M/QUpFIhOrqag4dOkQkE= sHlcpGfn09hYSGJRILq6mpMJhP9+vVr8TE0TSMYDHL48OEWf6/y8nJisRgFBQX4fD7MZvP/+rXB= YJCDBw8SCATo378/Ho+HVCpFU1MThw4dolevXuTm5n6r4ycSCQ4fPozL5cLj8RjvkW9y8OBBGho= a6N69Oz6fD6vV+q2OK4T418x33XXXXe3dCCE6g6+++orrrrsOgAEDBuByuQB46aWXeP755znllF= 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style=3D"font-family:'Times New Roman'; font-weight:bold">Nota:<s= pan style=3D"font-family:'Times New Roman'"> datos obtenidos de FaceReader = y procesados en SPSS versi=C3=B3n 26La mayor=C3=ADa de los valores de neutral se a= grupan en rangos altos y medios, seg=C3=BAn lo que el histograma indica, lo= que demuestra que este estado se encontr=C3=B3 presente en los alumnos de = manera continua, aunque la distribuci=C3=B3n no es totalmente uniforme, pre= senta un patr=C3=B3n evidente de estabilidad emocional sin extremos notable= s. Los resultados, en t=C3=A9rminos generales, indican que los participante= s mantuvieron una actitud equilibrada durante la actividad, sin experimenta= r reacciones bruscas en su estado de =C3=A1nimo, sin registrar variaciones = abruptas en los indicadores emocionales. <a id=3D"fig5= ">Figura 5<= /span></a>Gr=C3=A1fico de Q-Q de la variable Atenci=C3=B3n<p= style=3D"margin-bottom:0pt; line-height:107%; font-size:12pt"><img src=3D"= data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAiwAAAERCAYAAABYe/wHAAAABHNCS= VQICAgIfAhkiAAAAAlwSFlzAAAOxAAADsQBlSsOGwAAIABJREFUeJzs3Xl4VPXd///n7PtMJglZ= CRASiKIUEBUUFSEIyI2gCK5oobJVoRUVvBTtrdgF9VaxFe1XqaIWFaosQqmggCIhhNVaVtkJIUA= m22SSWc85vz+4Z356i1VSYxJ4P67Lq7ZNJp+ZM+ec1/ks749O0zQNIYQQQogWSqfT6fTN3QghhB= BCiO8jgUUIIYQQLZ4EFiGEEEK0eBJYhBBCCNHiSWARQgghRIsngUUIIYQQLZ6xuRsgREumaRqKo= qAoCpqmYTAYMBqN6HS67/yd+M/q9Xp0Oh2qqhKLxdA0DZ1Oh06nw2Qy/dvX+CHi7VJVFb1ej9Fo= RK8/8zNIvA0/5GebS/wzMhgM39m2+Pv9dz9zpt+JxWIAmEwm9Ho9mqahqmrieGialvjbjaEoCgB= 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SRt2rTh0ksvpaKigvXr1zNy5EjuvPNOXC4XmzZtYvTo0XTs2BEAn88HgN/vZ9q0aQQCgdTMzPLl= y8nPz+f6669n3759jB8/nksuuYR33nmHvXv3MmjQIEKhELfddhsDBw7E5/OxYMECAoEATzzxBH3= 69Ek98hKRxjV79uzZhm3bdrobIiLnXnJXTXKnjdfrBf61mye5A8gwjNR/4/E4gUAgtVD2zF1CTq= cT0zSJxWL4fL7U46CkM39ucqeNy+VK7dhJ7hAyDAO/35/aJRSNRs/aJZTc/RMOhzFN86y2J392M= qhYlkUsFiORSKR+ZvLPotHoWX8/j8dDPB4nFoth23ZqB5Df70/97DPb7vF4zppFEpHGYxiGocAi= IiIiGc0wDENrWERERCTjKbCIiIhIxlNgERERkYynwCIiIiIZT4FFREREMp4Ci4iIiGQ8BRYRERH= JeP8Pe0ypFJirTdUAAAAASUVORK5CYII=3D" width=3D"556" height=3D"273" alt=3D"" = />Nota: datos obten= idos de FaceReader y procesados en SPSS versi=C3=B3n 26La <a href=3D"#fig5= " style=3D"text-decoration:none">Figura 5</a> revel= a que la mayor parte de los valores de attention se aproximan a la l=C3=ADnea de referencia, lo cual= se=C3=B1ala una conducta bastante constante en las respuestas de los alumn= os. A pesar de que se notan peque=C3=B1as separaciones en ciertos aspectos,= el patr=C3=B3n es, en l=C3=ADneas generales, constante y demuestra que </s= pan>attent= ion se mantuvo constan= te entre los que participaron, sin mostrar diferencias significativas ni re= spuestas inusuales que cambien el conjunto de los resultados.Los hallazgos indican= una predominancia de respuestas emocionales neutrales, acompa=C3=B1adas de= niveles de atenci=C3=B3n y bajos niveles de confusi=C3=B3n.<ol = start=3D"4" style=3D"margin:0pt; padding-left:0pt"><li class=3D"ListParagra= ph" style=3D"margin-left:14pt; margin-bottom:10pt; line-height:115%; paddin= g-left:4pt; font-weight:bold">Discusi=C3=B3n </li></ol>Los resultados obtenidos = del presente estudio permiten comprender con mayor claridad la forma en que= los alumnos del primer semestre responden emocionalmente ante un est=C3=AD= mulo audiovisual promocional de car=C3=A1cter institucional. El an=C3=A1lis= is biom=C3=A9trico llevado a cabo con FaceReader y procesado estad=C3=ADsti= camente por medio de SPSS mostr=C3=B3 que las respuestas emocionales neutra= s eran las m=C3=A1s frecuentes, junto con un nivel bajo de emociones negati= vas y una atenci=C3=B3n elevada durante la exposici=C3=B3n al est=C3=ADmulo= audiovisual. Este patr=C3=B3n indica que el est=C3=ADmulo integrado gener= =C3=B3 respuestas emocionales estables.Lo que se indic=C3=B3 en estudios anteriore= s acerca de los contenidos institucionales concuerda con la prevalencia de = la emoci=C3=B3n neutral, ya que se not=C3=B3 este tipo de est=C3=ADmulos ti= ende a producir respuestas emocionales moderadas, en particular cuando su p= rop=C3=B3sito principal es informar o posicionar una imagen corporativa m= =C3=A1s que inducir reacciones emocionales fuertes. En este contexto, los r= esultados de la investigaci=C3=B3n avalan la idea de que no se debe entende= r la neutralidad emocional como una carencia de efectividad, sino como una = reacci=C3=B3n previsible en contextos de comunicaci=C3=B3n formal.</= p>Por otra parte, = la escasa presencia de emociones positivas como la felicidad y la tristeza = moderada indican que se registr=C3=B3 una respuesta emocional de baja activ= aci=C3=B3n. Este resultado podr=C3=ADa estar vinculado con el car=C3=A1cter= del mensaje promocional, que tiene como objetivo comunicar informaci=C3=B3= n institucional y crear reconocimiento, en lugar de generar entusiasmo inme= diato. El hecho de que las emociones negativas como el miedo, el enojo y el= desagrado est=C3=A9n poco activadas demuestra que el est=C3=ADmulo audiovi= sual no produjo percepciones negativas, lo cual es un resultado favorable d= esde la perspectiva comunicacional. Durante la visualizaci=C3=B3n del est=C3=ADmul= o audiovisual integrado, se observ=C3=B3 un alto grado de atenci=C3=B3n, lo= cual es un hallazgo importante del estudio. Este hallazgo se=C3=B1ala que,= a pesar de que las reacciones emocionales intensas fueron escasas. Este co= mportamiento avala la noci=C3=B3n de que el enfoque no se basa =C3=BAnicame= nte en la activaci=C3=B3n emocional, sino tambi=C3=A9n en la precisi=C3=B3n= del mensaje, la organizaci=C3=B3n del contenido y los componentes visuales= usados. Adem=C3=A1s, los valores de la variable confusi=C3=B3n son pr=C3= =A1cticamente nulos, lo que indica que los mensajes fueron entendidos sin p= roblemas, lo cual respalda el adecuado desempe=C3=B1o atencional del est=C3= =ADmulo.En general, los registros emocionales inconscientes obtenidos por FaceRead= er corroboran la relevancia del enfoque cuantitativo empleado en la investi= gaci=C3=B3n, al permitir la medici=C3=B3n objetiva de las respuestas emocio= nales ante el est=C3=ADmulo audiovisual integrado; adem=C3=A1s el uso de he= rramientas biom=C3=A9tricas no invasivas permiti=C3=B3 una aproximaci=C3=B3= n precisa al an=C3=A1lisis de las reacciones emocionales involuntarias de l= os participantes, aportando a la evaluaci=C3=B3n del comportamiento de los = estudiantes frente a contenido audiovisual institucional.<ol start=3D"5" style=3D"margin:0pt; padding-= left:0pt"><li class=3D"ListParagraph" style=3D"margin-left:14pt; margin-bot= tom:10pt; line-height:115%; padding-left:4pt; font-weight:bold">Concl= usiones</li></ol><ul style=3D"margin:0pt; padding-left:0pt"><li clas= s=3D"ListParagraph" style=3D"margin-left:32.33pt; line-height:115%; padding= -left:3.67pt; font-family:serif">El empleo del software FaceReader y el proces= o estad=C3=ADstico con SPSS permiti=C3=B3 identificar y describir de manera= objetiva las respuestas emocionales involuntarias de los estudiantes al ve= r el est=C3=ADmulo audiovisual promocional institucional, contribuyendo as= =C3=AD a la base de evidencia necesaria para el an=C3=A1lisis de la comunic= aci=C3=B3n audiovisual en contextos universitarios. </li><li class= =3D"ListParagraph" style=3D"margin-left:32.33pt; line-height:115%; padding-= left:3.67pt; font-family:serif">En relaci=C3=B3n con el Objetivo Espec=C3=ADfi= co 1, se identific=C3=B3 una tendencia emocional general con = bajos niveles de emociones negativas y una ligera presencia de respuestas d= e valencia positiva, lo que indica un tipo de respuesta emocional estable a= l est=C3=ADmulo, sugiri=C3=B3 que la emocionalidad estaba marcada por la ne= utralidad afectiva. </li><li class=3D"ListParagraph" style=3D"margin= -left:32.33pt; line-height:115%; padding-left:3.67pt; font-family:serif"><s= pan style=3D"font-family:'Times New Roman'; background-color:#ffffff">Respe= cto al Objetivo Espec=C3=ADfico 2, los indicadores de intensidad emocional = , tanto de activaci=C3=B3n como de valencia, evidenciaron una respuesta de = baja intensidad, sin picos significativos de activaci=C3=B3n, mostrando coh= erencia con el contenido institucional dirigido a informar y posicionar a l= a instituci=C3=B3n. </li><li class=3D"ListParagraph" style=3D"margin= -left:32.33pt; margin-bottom:10pt; line-height:115%; padding-left:3.67pt; f= ont-family:serif">Finalmente, en funci=C3=B3n del Objetivo Espec=C3=ADfico 3, = se observaron patrones expresivos recurrentes, definidos por altos niveles = de atenci=C3=B3n y bajos niveles de confusi=C3=B3n, as=C3=AD como un compor= tamiento emocional mayormente estable, lo que indica una estabilidad de las= respuestas no verbales del grupo al est=C3=ADmulo promocional.</li>= </ul><ol start=3D"6" style=3D"margin:0pt; padding-left:0pt"><li style=3D"ma= rgin-left:16.55pt; margin-bottom:10pt; text-align:justify; line-height:115%= ; padding-left:4.75pt; font-family:'Times New Roman'; font-weight:bold"><sp= an style=3D"line-height:115%; font-size:12pt">Conflicto de intereses= </li></ol>Los auto= res declaran que no existe conflicto de intereses en relaci=C3=B3n con el a= rt=C3=ADculo presentado.<ol start=3D"7" style=3D"margin:0pt; pad= ding-left:0pt"><li style=3D"margin-left:17.3pt; margin-bottom:10pt; text-al= ign:justify; line-height:115%; padding-left:4pt; font-family:'Times New Rom= an'; font-size:12pt; font-weight:bold">Declaraci=C3=B3n de contribuci= =C3=B3n de los autores</li></ol>Todos autores contribuyeron significativamente en la e= laboraci=C3=B3n del art=C3=ADculo.<ol start=3D"8" style=3D"margi= n:0pt; padding-left:0pt"><li style=3D"margin-left:17.3pt; margin-bottom:10p= t; text-align:justify; line-height:115%; padding-left:4pt; font-family:'Tim= es New Roman'; font-size:12pt; font-weight:bold">Costos de financiami= ento </li></ol>La presente investigaci=C3=B3n fue financiada en su totalidad con fondo= s propios de los autores.<ol start=3D"9" style=3D"margin:0pt; pa= dding-left:0pt"><li style=3D"margin-left:17.3pt; margin-bottom:10pt; text-a= lign:justify; line-height:115%; padding-left:4pt; font-family:'Times New Ro= man'; font-size:12pt; font-weight:bold">Referencias bibliogr=C3=A1fic= as</li></ol>Andrade-Zotamba, K. 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margin-left:9pt; float:right; position:relative" />St=C3=B6ckli, S., Schulte-Mecklenbeck, M., Borer, S.,= & Samson, A. C. (2017). Facial expression analysis with AFFDEX and FAC= ET: a validation study. 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