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Las expresiones faciales en la formación de actitudes hacia las marcas

Las expresiones faciales en la formación de actitudes hacia las marcas

          
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About the Book

El propósito de este estudio es explorar el rol de las expresiones faciales emocionales en la formación de actitudes hacia una marca. La investigación del papel de las expresiones faciales emocionales en la generación o modificación de actitudes en el estudio de la psicología del consumidor se vuelve importante gracias a las investigaciones que señalan la relevancia que tienen las emociones en el proceso de generación de actitudes hacia marcas.este estudio busca determinar las diferencias entre hombres y mujeres en el papel que tiene la dirección (valencia) y la intensidad de la respuesta generada ante una expresión facial en un procedimiento de CC hacia una marca. Lo anterior con la intención de contribuir a la comprensión de cómo las emociones influyen en la actitud que puede generar una persona hacia una marca, mediante la manipulación del diseño de las comunicaciones persuasivas de la misma. En relación con lo anterior, se busca incorporar el paradigma de la psicología evolucionista en el estudio de las emociones y de sus expresiones faciales en el campo del comportamiento del consumidor.


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Product Details
  • ISBN-13: 9783330098145
  • Publisher: Editorial Academica Espanola
  • Publisher Imprint: Editorial Academica Espanola
  • Height: 229 mm
  • No of Pages: 156
  • Spine Width: 9 mm
  • Width: 152 mm
  • ISBN-10: 3330098147
  • Publisher Date: 13 Dec 2017
  • Binding: Paperback
  • Language: Spanish
  • Returnable: N
  • Weight: 239 gr


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