{"id":112675,"date":"2012-08-05T00:00:00","date_gmt":"2012-08-05T00:00:00","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/el-efecto-de-la-edad-y-la-exposicion-al-medio-television-en-los-valores-del-consumidor-y-en-la-eficacia-publicitaria\/"},"modified":"2012-08-05T00:00:00","modified_gmt":"2012-08-05T00:00:00","slug":"el-efecto-de-la-edad-y-la-exposicion-al-medio-television-en-los-valores-del-consumidor-y-en-la-eficacia-publicitaria","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/publicidad\/el-efecto-de-la-edad-y-la-exposicion-al-medio-television-en-los-valores-del-consumidor-y-en-la-eficacia-publicitaria\/","title":{"rendered":"El efecto de la edad y la exposici\u00f3n al medio televisi\u00f3n en los valores del consumidor y en la eficacia publicitaria."},"content":{"rendered":"<h2>Tesis doctoral de <strong> Carlos Antonio Martinez Clares <\/strong><\/h2>\n<p>El tiempo de exposici\u00f3n habitual al medio televisi\u00f3n provoca cambios en el sistema de valores del consumidor. Este efecto se produce de manera acumulada (teor\u00eda de la cultivaci\u00f3n). Nuestro trabajo demuestra que tanto la exposici\u00f3n actual como la pasada al medio televisi\u00f3n influyen positivamente en la relevancia que tienen para el consumidor dos valores: el materialismo y el atractivo f\u00edsico. Estos valores se usan com\u00fanmente en marketing y en esta tesis demostramos que afectan positivamente a la intenci\u00f3n de compra de productos relacionados con dichos valores. Adem\u00e1s, los resultados demuestran el papel moderador que tiene la conectividad con el medio televisi\u00f3n en la teor\u00eda de la cultivaci\u00f3n.  por otra parte, la edad tambi\u00e9n provoca cambios en el sistema de valores y en el procesamiento de informaci\u00f3n derivada de la exposici\u00f3n a est\u00edmulos comerciales. Conocer estos cambios es imprescindible a la hora de mejorar la eficacia publicitaria. Los resultados de nuestro estudio indican que la edad influye negativamente en la valoraci\u00f3n del materialismo y positivamente en la valoraci\u00f3n de la salud. Asimismo, en anuncios que muestran contenidos relativos al materialismo o a la salud, una mayor relevancia del materialismo o de la salud respectivamente, tiene una influencia directa en la evaluaci\u00f3n cognitiva y emocional del est\u00edmulo, as\u00ed como en variables de eficacia publicitaria tales como la actitud hacia el anuncio, la actitud hacia la marca y la intenci\u00f3n de compra.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>El efecto de la edad y la exposici\u00f3n al medio televisi\u00f3n en los valores del consumidor y en la eficacia publicitaria.<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 El efecto de la edad y la exposici\u00f3n al medio televisi\u00f3n en los valores del consumidor y en la eficacia publicitaria. <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Carlos Antonio Martinez Clares <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Murcia<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 08\/05\/2012<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Direcci\u00f3n y tribunal<\/h3>\n<ul>\n<li><strong>Director de la tesis<\/strong>\n<ul>\n<li>Salvador Ruiz De Maya<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: eva Mar\u00eda Mart\u00ednez salinas <\/li>\n<li>Miguel \u00e1ngel G\u00f3mez borja (vocal)<\/li>\n<li>Ana Mar\u00eda Gutierrez arranz (vocal)<\/li>\n<li>Jos\u00e9 Alberto Casta\u00f1eda garcia (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Carlos Antonio Martinez Clares El tiempo de exposici\u00f3n habitual al medio televisi\u00f3n provoca cambios en el sistema [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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