{"id":7826,"date":"1995-01-01T00:00:00","date_gmt":"1995-01-01T00:00:00","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/1995\/01\/01\/la-influencia-de-la-publicidad-sobre-el-consumidor-el-efecto-moderador-del-grado-de-implicacion-y-de-la-estrategia-publicitaria\/"},"modified":"1995-01-01T00:00:00","modified_gmt":"1995-01-01T00:00:00","slug":"la-influencia-de-la-publicidad-sobre-el-consumidor-el-efecto-moderador-del-grado-de-implicacion-y-de-la-estrategia-publicitaria","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/ciencias-economicas\/la-influencia-de-la-publicidad-sobre-el-consumidor-el-efecto-moderador-del-grado-de-implicacion-y-de-la-estrategia-publicitaria\/","title":{"rendered":"La influencia de la publicidad sobre el consumidor: el efecto moderador del grado de implicacion y de la estrategia publicitaria"},"content":{"rendered":"<h2>Tesis doctoral de <strong>  Gutierrez Arranz Ana M. <\/strong><\/h2>\n<p>En este trabajo se analizan los efectos de 3 variables moderadoras, las cuales definen el contexto de exposicion a la publicidad de los consumidores, sobre el procesamiento de la informacion procedente de la publicidad. Esas variables son el grado de implicacion de los sujetos con respecto a los anuncios (alto vs. Bajo), el tipo de ejecucion publicitario (afectiva vs informativa o cognitiva) y la clase de motivacion que asocian los consumidores con los productos que se anuncian (afectiva vs. Utilitaria o cognitiva). De combinar las 2 ultimas variables, se identifican 4 estrategias publicitarias alternativas: dos que denominaremos de congruencia y otras dos de incongruencia. En el 1er grupo coinciden el tipo de ejecucion de motivacion, no sucediendo lo mismo en el 2.  el analisis de la influencia de la publicidad se realiza de 3 formas distintas correspondiendose cada una de ellas con otros tantos niveles de persuasion alternativos, que denominamos: inmediato, intermedio y retardado. Esos niveles se diferencian en las variables sobre las que se plasma el procesamiento de la informacion o en el instante de tiempo en que se miden los efectos de la publicidad.  una de las metodolog\u00edas empleadas en el trabajo consiste en el empleo del paquete estadistico usrel de analisis de ecuaciones lineales estructurales.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>La influencia de la publicidad sobre el consumidor: el efecto moderador del grado de implicacion y de la estrategia publicitaria<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 La influencia de la publicidad sobre el consumidor: el efecto moderador del grado de implicacion y de la estrategia publicitaria <\/li>\n<li><strong>Autor:<\/strong>\u00a0  Gutierrez Arranz Ana M. <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Valladolid<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 01\/01\/1995<\/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>Miguel Mart\u00edn D\u00e1vila<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: Laurentino Bello Acebron <\/li>\n<li>Pablo Mu\u00f1oz Gallego (vocal)<\/li>\n<li>Jean-pierre L\u00e9vy Mangin (vocal)<\/li>\n<li>Rodolfo Vazquez Casielles (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Gutierrez Arranz Ana M. En este trabajo se analizan los efectos de 3 variables moderadoras, las cuales [&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 center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[8346,82,1302,324,996,4827,12451],"tags":[27836,27837,7663,7662,25822,7664],"class_list":["post-7826","post","type-post","status-publish","format-standard","hentry","category-actitud-del-consumidor","category-ciencias-economicas","category-organizacion-y-gestion-de-empresas","category-psicologia","category-psicologia-social","category-publicidad","category-valladolid","tag-gutierrez-arranz-ana-m","tag-jean-pierre-levy-mangin","tag-laurentino-bello-acebron","tag-miguel-martin-davila","tag-pablo-munoz-gallego","tag-rodolfo-vazquez-casielles"],"_links":{"self":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/7826","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/comments?post=7826"}],"version-history":[{"count":0,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/7826\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/media?parent=7826"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/categories?post=7826"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/tags?post=7826"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}