Efectos de la persuasión sobre las actitudes hacia diseños de anuncios publicitarios para una cerveza en jóvenes de 18 a 25 años de la ciudad de Cuenca

Abstract

Nowadays, many companies allocate strong monetary resources to create advertising content that manages to persuade the market and generate positive attitudes towards their brand. The present research seeks to provide a testable perspective on the generation of attitudes towards the brand and the advertisement in university students between 18 and 25 years of age, by using the assumptions of the theoretical Elaboration Likelihood Model (ELM). The research design is adjusted to a quasi-experiment in which the aim is to know the attitudinal behavior through the level of involvement (high - low) and the type of advertisement (rational - emotional) developed for the “Ancla” beer brand that is in the process of launching. To measure this behavior, a survey is used, made up of pairs of adjectives classified into: evaluation of the advertisement, strength of the arguments, purchase intention and attitude towards the brand, which are proposed by several authors. Through the application of the Chi- Square statistic and Spearman's Rho Coefficient, an association between the level of involvement and the attitude evaluation scales can be seen. On the other hand, with the Mann- Whitney U statistic, a significant difference is established within the emotional type announcement and the level of involvement. As a complement to the aforementioned results, significant values were observed when analyzing occupation and gender among students.