Efectos de los emplazamientos de marca real y enmascarada en el comportamiento del consumidor: un experimento exploratorio
DOI:
https://doi.org/10.1016/j.estger.2014.05.004Keywords:
Emplazamiento de marca, Marcas enmascaradas, Marcas verdaderas, Experimento exploratorio, Efectos en el consumidorAbstract
La efectividad del emplazamiento de marcas enmascaradas en el comportamiento del consumidor no ha sido comparada empíricamente con la producida por el emplazamiento de marcas reales. Para hacerlo, se realizó un experimento exploratorio verdadero (post-test) en 4 ciudades mexicanas. Una animación de HuevoCartoon con 3 versiones desarrolladas ex profeso, manipulando la variable Tipo de emplazamiento, fue presentada a 183 participantes voluntarios repartidos aleatoriamente en los grupos y, posteriormente, se solicitó que respondieran un cuestionario que midió 7 variables dependientes referentes a los efectos cognitivos, emocionales y conativos producidos en los sujetos. Los resultados permiten concluir que la diferencia en la efectividad del uso de ambos tipos de emplazamiento es meramente marginal.
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