Neuro emociones para mejorar la salud emocional en los comerciantes del cantón Guano Post-Covid

Abstract

Emotional uncontrol, stress, and fear as consequences of COVID-19 have led to increased mental health disorders. This reality is not foreign to market traders in Guano canton, who have observed the negative impact of these contradictory emotions on their emotional health. Therefore, the objective of the present research was to propose effective strategies to improve their emotional well-being. To achieve this, a mixed methodology of qualitative-quantitative approach was used, with an exploratory and explanatory level; the inductive-deductive method combined documentary and field data collection techniques, including surveys directed to the merchants of the New Municipal Commercial Center of Guano. The results revealed that 65% of the population is unaware of the possible damage that constant displays of negative emotions can cause to their health. In addition, poor emotional management by administrative personnel was observed, which affects the emotional health of post-covid traders by 72%. However, it is noteworthy that 74% of the surveyed merchants accept implementing strategies to improve emotional management. Based on these results, a comprehensive plan was proposed combining neuro emotions and neuromarketing approaches to encourage the expression of positive emotions, improve the organizational image and increase sales volumes; each strategy details the costs estimating an investment of $969.40 to implement the plans. In conclusion, implementing a system based on neuro emotions is an effective alternative to improve the emotional health of post-covid traders in the Guano canton. Further research is recommended to deepen this topic.