Actitud hacia el anuncio y tipología de respuestas publicitarias desde el mapa cultural del receptor

  • Jesús Bermejo Berros
Keywords: Attitude Toward the Ad, Cultural Map, Personality, Typology of reception

Abstract

This paper presents a research in which participated 254 people grouped in 5 experimental sets depending on sex, and socio-professional variables (students, housewives, and workers). Throughout three single interviews we study their choices concerning certain advertising, their attitude toward them, their Cultural Map and their personality using Cattell’s 16PF questionnaire and Caprara, Barbaranelli and Borgogni’s BQF. Advertising targets have been usually set by socio-demographic criteria (sex, age, profession, etc.) and consume indexes. The results of this research indicate that in order to throw light into the understanding of attitudes and responses toward advertising, more variables concerning the Cultural Map are needed. Taking into account these variables in the creative process of designing ads would definitely improve their efficiency and accuracy, would enhance the attitude of the public toward them and would, indeed, help the brand.

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Published
2008-10-08
How to Cite
Bermejo Berros J. (2008). Actitud hacia el anuncio y tipología de respuestas publicitarias desde el mapa cultural del receptor. Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias, 2(1), 93-122. https://revistas.ucm.es/index.php/PEPU/article/view/PEPU0808120093A
Section
Articles