Yo y otro: asociaciones implícitas entre la identidad personal y la publicidad = Self and other: implicit associations between personal identity and advertising
The main goal of the present study was to verify the existence of changes in the self, due to a priming effect (facilitation) in our generalized-other by the presentation of advertisements that depict models of beauty or desirable lifestyles. We also checked whether this effect is higher among the g...
| Main Author: | |
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| Format: | Electronic Article |
| Language: | Spanish |
| Published: |
2022
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| In: |
Behavior & Law Journal
Year: 2022, Volume: 8, Issue: 1, Pages: 22-34 |
| Online Access: |
Volltext (kostenfrei) Volltext (kostenfrei) |
| Journals Online & Print: | Drawer...
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| Check availability: | HBZ Gateway |
| Keywords: |
| Summary: | The main goal of the present study was to verify the existence of changes in the self, due to a priming effect (facilitation) in our generalized-other by the presentation of advertisements that depict models of beauty or desirable lifestyles. We also checked whether this effect is higher among the group under 41 years of age compared to the group older than that age. On the other hand, it has been analysed the possible relationship between material values and the possible facilitation produced. Forty-five healthy adults participated in the study, who took two Implicit Association Test (IAT) separated by the presentation of advertisements. Subsequently, all the participants responded to the abbreviated version of Richins' (2004) Material Value Scale (MVS). The results of this study have shown a priming effect on self-esteem due to the estimation of the generalized-other after the presentation of the advertisements. However, no significant difference was observed between both groups of age. Finally, a correlation was found between the importance of material values and the priming effect produced by the Implicit Associations Test, but again, differences were not found as a function of age. In conclusion, the implicit nature of the facilitation reveals a certain unconscious component in the formation of the personal identity. El principal objetivo del estudio fue comprobar la existencia de cambios en el self debidos a un efecto priming (facilitación) en nuestro otro-generalizado a través de la presentación de anuncios que representan modelos de belleza o estilos de vida deseables, tratando a su vez de comprobar si dicho efecto es superior entre los adultos menores de 41 años. Por otro lado, se ha analizado la posible relación entre los valores materiales y la posible facilitación producida. En el estudio han participado 45 adultos sanos que realizaron dos Test de Asociación Implícita (IAT, Implicit Association Test) separados por la presentación de anuncios. Posteriormente, todos los participantes realizaron la versión abreviada de la Escala de Valores Materiales (The Material Value Scale o MVS) de Richins (2004). Los resultados de este estudio han mostrado un efecto priming en la autoestima respecto a la estima de los otros-generalizados tras la presentación de los anuncios. Sin embargo, no se ha observado una diferencia significativa entre los grupos de menos de 41 y más de 40 años de edad. Para finalizar, se ha encontrado correlación entre la importancia de los valores materiales y el efecto priming producido por el Test de Asociaciones Implícitas, pero no diferencias por grupos de edad. El carácter involuntario, no consciente, de la facilitación observada, pone de manifiesto cierto componente no controlado en la formación de la identidad personal. |
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| Item Description: | Literaturverzeichnis: Seite 29-30 |
| Physical Description: | Illustrationen |
| ISSN: | 2444-4170 |
| DOI: | 10.47442/blj.v8.i1.90 |