Warning of persuading attempts and ambiguity within advertising contexts in Mexico

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Carlos Gabriel Colín Flores

Resumen

Una reacción de las personas cuando perciben que se les está intentando convencer de algo es resistirse, ya que no desean ser manipuladas. Esta reacción se enmarca en el modelo de conocimiento de la persuasión. Por otra parte, ante un mensaje ambiguo, las personas presentan también resistencia a la persuasión, ya que buscan mensajes claros y fáciles de interpretar.
En esta investigación se analizó la actitud resultante de 145 participantes al enfrentar un mensaje sobre un producto desconocido, en cuatro condiciones experimentales, en las que se manipularon las variables de intento de persuasión —en un contexto publicitario con fines comerciales y en otro ni publicitario ni narrativo— y el grado de ambigüedad en el mensaje, ya sea lógico ordenado o en orden aleatorio (no ordenado).
Se transmitió un mensaje sobre un producto en diferentes contextos: publicitario-ordenado, publicitario-no ordenado, narrativo-ordenado y narrativo-no ordenado.
Los hallazgos para una muestra de población en México indican que la actitud de los participantes hacia el producto es menos favorable, cuando el mensaje se transmite previa advertencia del intento persuasivo e igualmente pasa como un mensaje ambiguo. Sin embargo, cuando se analiza la interacción del intento persuasivo y ambiguo, se encontró que el mensaje era más persuasivo que en el contexto solamente narrativo, lo cual constituye una oportunidad para profundizar en la comprensión del comportamiento de los receptores de mensajes en un contexto publicitario y ambiguo.

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Colín Flores, C. G. (2021). Warning of persuading attempts and ambiguity within advertising contexts in Mexico. The Anáhuac Journal, 21(2), 78–103. https://doi.org/10.36105/theanahuacjour.2021.v21n2.03
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Carlos Gabriel Colín Flores, Universidad Anáhuac México

Carlos Gabriel Colín Flores studied Chemical Engineering at the Universidad Nacional Autónoma de México (UNAM) and has a master’s degree in Administration by the Instituto Tecnológico Autonómo de México (ITAM). He also has various diplomas by the Universidad Iberoamericana, EGADE Business School of Instituto Tecnológico de Monterrey, and the Kennan-Flagler School of the University of North Carolina at Chapel Hill. Additionally, he has taken specialization courses in Strategy and Business Analytics at the Wharton Business School of the University of Pennsylvania, as well as in Pricing at the Graduate School of Business in Columbia University, among others. He has a PhD in Administration (organizations) by UNAM. He has worked as an executive in companies such as Coca-Cola Femsa, Grupo Peñafiel, Grupo Cuervo, Grupo Resistol, among others. He holds a professorship at the Faculty of Economics and Business, Universidad Anáhuac, and teaches at EGADE Business School. He is currently a member of the Board of Directors of the Mexican company ZD Logística y Negocios.

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