SciELO - Scientific Electronic Library Online

 
vol.24 número2Motivación y Valores relativos al Trabajo en Bomberos Voluntarios y Remunerados argentinosLas señales de recuperación verbal evitan la renovación y la recuperación espontánea de juicios predictivos en estudiantes universitarios índice de autoresíndice de materiabúsqueda de artículos
Home Pagelista alfabética de revistas  

Servicios Personalizados

Revista

Articulo

Indicadores

  • No hay articulos citadosCitado por SciELO

Links relacionados

  • No hay articulos similaresSimilares en SciELO

Compartir


Liberabit

versión impresa ISSN 1729-4827

Resumen

Contextual information about the Peruvian national ingroup and its effect on attitudes towards a novel brand. liber. [online]. 2018, vol.24, n.2, pp.295-307. ISSN 1729-4827.  http://dx.doi.org/10.24265/liberabit.2018.v24n2.09.

The effect of contextual information about the national ingroup on explicit and implicit attitudes towards a novel brand was studied on a sample of university students from the Lima Metropolitan area (n = 59). The results show that the negative information about the ingroup exerts more influence on explicit attitudes towards a novel brand than the positive information. This effect is understood as a habituation of Peruvians towards the positive contextual information about their group, and an ingroup bias that acts when their national identity is threatened by the negative input. This bias guides them towards explicitly favoring a product they consider related to their social identity. On the other hand, the lack of visible results on the implicit attitudes is explained by the order effect of the Implicit Attitudes Test (IAT). These findings are relevant for advertising and marketing industries in Peru, which constantly develop campaigns that extol Peru and the Peruvian identity.

Palabras clave : IAT; evaluative conditioning; national ingroup; explicit attitudes; implicit attitudes; IAT; condicionamiento evaluativo; endogrupo nacional; actitudes explícitas; actitudes implícitas.

        · resumen en Español     · texto en Inglés     · Inglés ( pdf )

 

Creative Commons License Todo el contenido de esta revista, excepto dónde está identificado, está bajo una Licencia Creative Commons