Percepción de engaño en la publicidad durante las promociones del “Buen Fin” en millennials de la Ciudad de México
DOI:
https://doi.org/10.29059/cienciauat.v16i2.1581Palabras clave:
escepticismo en la publicidad, publicidad engañosa, actitud hacia la publicidad, credibilidad, intención de compraResumen
El engaño en la publicidad es una práctica que ha ido en aumento para lograr la venta de productos y servicios e implica un asunto ético. El objetivo del presente trabajo fue examinar la relación del escepticismo en la publicidad del “Buen Fin” y la percepción de engaño en dicha publicidad y su efecto en la actitud hacia la misma, la credibilidad en los anuncios y la intención de compra de los millennials. Se realizó una investigación cuantitativa, explicativa y transversal a 392 millennials radicados en la Ciudad de México. Los resultados mostraron que, efectivamente, el escepticismo en la publicidad del “Buen Fin” incrementará la percepción de engaño en la misma y ambos parámetros influirán negativamente en forma indirecta en la intención de compra, ya que la confiabilidad en el producto queda en duda.
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