Abstract:

This paper sets out to illustrate the application of N.L.P. to qualitative research and in particular to communication. It was born a year ago from a number of factors: first and foremost the growing difficulty in learning, even by means of the strict application of traditional methodologies, consumer attitudes toward a communicated element, be it a name, packaging or advertising communication. NLP is a new discipline that permits profound readings of the response behavior to a stimulus that has been received. It was created in California during the '70s as a result of studies on the structure of language and elaboration of in formation applied to communication, conducted by a linguist, John Grinder, and a mathematician, Richard Handler, interested in communication problems. It may be considered point of arrival of the currents of humanistic psychology (Maslow, Rogers, Peris and Berne) enriched by the studies of Bateson and Watzlawikz on communication and by the contributions of Milton Erickson and the currents of communication pragmatics.