El efecto de la publicidad disruptiva online en la respuesta emocional y la recordación de marca

Robayo Melo, Olga Carolina

dc.rights.license	Atribución-NoComercial-SinDerivadas 4.0 Internacional (CC BY-NC-ND 4.0)	spa
dc.contributor.advisor	Rodríguez González, Liliana Yamile
dc.contributor.advisor	Reyes Gavilán, Pablo Alexander
dc.contributor.author	Robayo Melo, Olga Carolina
dc.contributor.editor	Fundación Universitaria Konrad Lorenz
dc.date.accessioned	2021-10-31T01:49:26Z
dc.date.available	2021-10-31T01:49:26Z
dc.date.issued	2021
dc.identifier.uri	https://repositorio.konradlorenz.edu.co/handle/001/4494
dc.description.abstract	In this research, the effect of online disruptive advertising on emotional response and brand recall was determined. For this, an experimental study between subjects was carried out using a 2x2 factorial design with 96 participants, where two independent variables were evaluated: the size of the advertisement (large size, small size), x position of the advertisement (upper advertisement, lower advertisement). A video was presented containing Autonomous Meridian Sensory Response techniques, with 4 capsules of disruptive advertising (banner) and brand recall (short-term memory) and emotional response were measured by means of two tests at the end of the presentation. Among the main findings, it was found that advertising presented in large size does not represent a greater influence on brand recall, as opposed to emotional response, where the size of the advertising greater than 70% of the screen generates discomfort and stress in the participants.	eng
dc.description.abstract	En esta investigación se determinó el efecto de la publicidad disruptiva online en la respuesta emocional y la recordación de marca. Para esto, se realizó un estudio experimental entre-sujetos mediante un diseño factorial 2x2 con 96 participantes, donde se evaluaron dos variables independientes el tamaño de la publicidad (tamaño grande, tamaño pequeño), x posición de la publicidad (publicidad superior, publicidad inferior). Se presentó un video que contenía técnicas de Respuesta Sensorial Meridiana Autónoma, con 4 cápsulas de publicidad disruptiva (banner) y se midió recordación de marca (memoria corto plazo) y respuesta emocional por medio de dos pruebas al finalizar la presentación. Entre los principales hallazgos se encontró que la publicidad presentada en tamaño grande no representa mayor influencia en la recordación de marca a diferencia de la respuesta emocional donde el tamaño de la publicidad superior al 70% de la pantalla genera incomodidad y estrés en los participantes.	spa
dc.format.extent	75 páginas: tablas; figuras	spa
dc.format.mimetype	application/pdf	spa
dc.language.iso	spa	spa
dc.publisher	Bogotá, D.C : Fundación Universitaria Konrad Lorenz, 2021	spa
dc.rights.uri	https://creativecommons.org/licenses/by-nc-nd/4.0/	spa
dc.title	El efecto de la publicidad disruptiva online en la respuesta emocional y la recordación de marca	spa
dc.type	Trabajo de grado - Maestría	spa
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dc.relation.references	Feenstra, R. A. (2014). Ética de la publicidad. Retos en la era digital. Madrid. Librería Editorial Dykinson.	spa
dc.relation.references	Gallagher, K., Foster, K. D. & Parsons, J. (2001). The medium is not the message: Advertising effectiveness and content evaluation in print and on the web. Journal of Advertising Research, 41(4), 57-70. https://doi.org/10.2501/JAR-41-4-57-70	spa
dc.relation.references	Hendon, D. W. (1973). How mechanical factors affect ad perception. Journal of Advertising Research, 13 (4), 39–46. https://psycnet.apa.org/record/1974-20918-001	spa
dc.relation.references	James, J. (2020, 5 de febrero). Videos with fewer intrusive ads. Chromium Blog https://blog.chromium.org/2020/02/videos-with-fewer-intrusive-ads.html	spa
dc.relation.references	Liu, Y. & Shrum, L.J. (2002). What Is Interactivity and Is It Always Such a Good Thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness. Journal of Advertising, 31(4), 53-64. https://doi.org/10.1080/00913367.2002.10673685	spa
dc.rights.accessrights	info:eu-repo/semantics/openAccess	spa
dc.subject.lemb	Psicología del consumidor
dc.subject.proposal	Publicidad disruptiva	spa
dc.subject.proposal	Publicidad online	spa
dc.subject.proposal	Recordación de marca	spa
dc.subject.proposal	Emociones	spa
dc.subject.proposal	Procesos psicológicos básicos	spa
dc.type.coar	http://purl.org/coar/resource_type/c_bdcc	spa
dc.type.version	info:eu-repo/semantics/acceptedVersion	spa
dc.description.degreename	Magíster en Psicología del Consumidor	spa
dc.description.degreelevel	Maestría	spa
dc.publisher.faculty	Escuela de Posgrados	spa
dc.type.content	Text	spa
dc.type.coarversion	http://purl.org/coar/version/c_b1a7d7d4d402bcce	spa
dc.description.program	Maestría en Psicología del Consumidor	spa
dc.rights.coar	http://purl.org/coar/access_right/c_14cb	spa