Efecto de las normas del mensaje persuasivo en la compra ecológica
Sandoval Escobar, Maritza | 2020
The purpose of this Thesis was to identify the differential effect of the persuasive message contained in graphic advertising, based on different cognitive modification strategies (Elaboration Probability Model (ELM), descriptive, subjective and altruistic norms), on the purchase of ecological cosmetics, by women between the ages of 20 and 55 in the city of Bogotá, D.C. Four studies were conducted. The first study was a bibliometric analysis with which the main theoretical and empirical advances regarding green advertising in the last 20 years were identified. The evolution of the scientific interests related to green advertising at a global level and the empirical development of the area could be established and the possibilities of future scientific explorations to improve advertising interventions in the environmental problem was observed. The second mixed study aimed to identify and describe the buying and consuming behavior of cosmetics, organic products and proenvironmental practices in 130 women from Bogota. For this, two phases were developed, the first one of a qualitative type, with women from stratum 2 and another quantitative with AEDT (Statistical analysis of textual data), with women from strata 4 and 5. In this study, it was found that women have positive attitudes towards ecological consumption and are influential of their family members. The third study was experimental with a 2 x 3 factorial design 2 x 3 factorial with 120 women. Its objective was to identify the differential effect of the persuasive message based on the Elaboration Probability Model in combination with the descriptive, subjective and altruistic norms, on the intention to purchase ecological cosmetics. The findings suggest that the combination of normative appeals in combination with rational messages enhances their persuasive power. The fourth study was a panel with a sample of 22 women of stratum 2 and was developed over 12 weeks, with an experimental field design and pretest-posttest with control group, in which participants were exposed to graphic advertising built with third study findings, to assess the effect of advertising on the purchase of ecological products. The results showed an effect of advertising on the effective purchase of organic products, attitudes and beliefs around this type of consumption.