Información contextual sobre el endogrupo nacional peruano y su efecto en las actitudes hacia una marca novedosa

  • Ian Nightingale Ferrer Pontificia Universidad Católica del Perú, Perú
  • Agustín Espinosa Pontificia Universidad Católica del Perú, Perú http://orcid.org/0000-0002-2275-5792
Palabras clave: IAT, condicionamiento evaluativo, endogrupo nacional, actitudes explícitas, actitudes implícitas

Resumen

El efecto de la información contextual sobre el endogrupo nacional en las actitudes explícitas e implícitas hacia una marca novedosa fue estudiado en una muestra de estudiantes de la ciudad de Lima (n = 59). Los resultados muestran que la información negativa sobre el endogrupo ejerce mayor influencia que la información positiva en las actitudes explicitas hacia una marca novedosa. Este efecto es entendido como una habituación de los peruanos hacia la información contextual positiva acerca del endogrupo, y a un sesgo endogrupal que actúa cuando la identidad nacional se ve amenazada por información negativa. Este sesgo guía a los participantes a favorecer explícitamente aquel producto que consideran está relacionado con su identidad social. Por otra parte, la falta de resultados visibles en las actitudes implícitas es explicada por el efecto del orden del Test de Actitudes Implícitas (IAT). Estos hallazgos son relevantes para las industrias de marketing y publicidad en el Perú, las cuales constantemente desarrollan campañas que exaltan el Perú y la identidad peruana.

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Publicado
2018-11-28
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