Influencia en la decisión de apertura de cuentas de ahorros en un banco en jóvenes de 18 a 30 años de la ciudad de Cuenca, mediante publicidad construida sobre la base teórica del sesgo cognitivo bandwagon

Abstract

his academic article seeks to determine if there is an influence on the decision to open savings accounts in a bank, in young people between 18 and 30 years of age in the city of Cuenca, through advertising built on the theoretical basis of bandwagon cognitive bias, through a quasi experimentation of intact groups with pretest and posttest. In the first stage of the study, an exploratory investigation was carried out with the purpose of identifying the main insights of the financial sector and incorporating them into the design of an advertisement for savings accounts. Subsequently, a quasi-experimentation of intact groups was carried out, consisting of a pre-test and a post-test, where there is a control group and an experimental group. The evaluation is carried out in the following dimensions: recognition of the need, search for information and evaluation of alternatives; of the consumer decision-making model proposed by Schiffman and Kanuk. In the end, it is proven that the effect of cognitive bias in advertising has an influence on decisions, being specific, on the intention to open savings accounts in young people from Cuenca.