Importancia de la dimensión hedónico-placentera sobre la estrategia de ejecución del anuncio entre consumidores escasamente implicados
Throughout the last decade, research on beliefs and attitudes towards advertising has shown that the studied subdimensions (materialism, social role and image, good for economy, hedonism/pleasure, corruption of values and others) contribute in different ways to the generation of a global attitude am...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 1999 |
| País: | España |
| Institución: | Universidad de Sevilla (US) |
| Repositorio: | idUS. Depósito de Investigación de la Universidad de Sevilla |
| OAI Identifier: | oai:idus.us.es:11441/81270 |
| Acceso en línea: | https://hdl.handle.net/11441/81270 |
| Access Level: | acceso abierto |
| Palabra clave: | Beliefs and attitudes toward advertising Hedonism/pleasure sub-dimension Advertising strategy Croyances et attitudes á l'égard de la publicité La sous-dimension de hédonisme-du plaisir La estratégie publicitaire |
| Sumario: | Throughout the last decade, research on beliefs and attitudes towards advertising has shown that the studied subdimensions (materialism, social role and image, good for economy, hedonism/pleasure, corruption of values and others) contribute in different ways to the generation of a global attitude among consumer segments. The present work examines the beliefs and attitudes of a sample of university students, a population segment known to be scarcely involved in advertising and without brand information discriminating skills. The aim of this research is twofold: First, to confirm the major contribution of the social and hedonism/pleasure subdimensions: second, to create a model of beliefs and attitudes for the studied segment. We propose guidelines aimed to enhance both ad processing/elaboration and the generation of appropriate attitudes, in order to taylor advertising strategies to the particular attributes of a given consumer segment. |
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