¿Influye la intensidad de los estímulos sexuales y el feminismo en las actitudes de los consumidores hacia las apelaciones sexuales y el juicio ético? Una perspectiva ecuatoriana

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Maria Dolores Brito Rhor
Beatriz Rodríguez Herráez
Grace P. Chachalo Carvajal

Resumen

El objetivo de esta investigación fue analizar si la actitud hacia el pensamiento feminista, en un contexto cultural latino, influía en la actitud hacia diferentes anuncios publicitarios que utilizaban apelaciones sexuales hacia el cuerpo de la mujer. Este estudio tomó como base teórica las investigaciones realizadas por Hojoon Choi, Kyunga Yoo, Tom Reichert y Michael LaTour (2016). Se mostraron 4 avisos publicitarios con varios tipos de apelaciones sexuales: desnudez completa, semi-desnudez, nada de desnudez y sexismo hostil. Los resultados arrojados muestran que la media de la actitud feminista (M=3.52, SD=0.82) se encuentra de regular a buena y existe una diferencia significativa entre hombres (M=3.38, SD=0.87) y mujeres (M=3.64, SD=0.77). Las mujeres muestran levemente una actitud más feminista que la de los hombres. En cuanto a las actitudes ante los anuncios publicitarios con diferentes tipos de contenido sexual, se evidenció que existía una diferencia significativa de las medias sobre la actitud ética hacia los mismos. Mientras mayor grado de desnudez se utilizaba en el anuncio, la actitud ética era más negativa. Además, la media del juicio ético sobre el anuncio con “sexismo hostil” fue significativamente diferente al anuncio con semi-desnudez y desnudez completa. De los cuatro anuncios se pudo encontrar una diferencia significativa entre la actitud feminista y la actitud ética hacia el anuncio que contenía imágenes de sexismo hostil. El grupo con un alto grado de feminismo tenía una actitud ética más negativa hacia el anuncio con sexismo hostil (M=3.81, SD=1.69) comparado con el grupo de bajo grado de feminismo (M=4.19, SD=1.40).

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Brito Rhor, M. D., Rodríguez Herráez, B., y Chachalo Carvajal, G. P. (2019). ¿Influye la intensidad de los estímulos sexuales y el feminismo en las actitudes de los consumidores hacia las apelaciones sexuales y el juicio ético? Una perspectiva ecuatoriana. Revista de Comunicación de la SEECI, (48), 45–63. https://doi.org/10.15198/seeci.2019.48.45-63
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Maria Dolores Brito Rhor, Universidad San Francisco de Quito

PhD(c) en Ciencias Sociales y Jurídicas, Universidad Rey Juan Carlos. MBA especialización en Marketing y Finanzas, Pontificia Universidad Católica de Chile/Indiana University. BSBA especialización en Marketing Estratégico, University of North Carolina EEUU. Hace más de 15 años se desenvuelve como profesora a tiempo completo de la Universidad San Francisco de Quito en varias cátedras de Administración de Empresas, Marketing y Comunicación Publicitaria. Algunas de sus líneas de investigación son: psicología del comportamiento del consumidor, neurociencia del consumidor y marketing digital, entre otros. Cuenta con más de treinta publicaciones en temas relacionados con marketing. Además, dirige el Departamento de Marketing Digital de la Universidad San Francisco de Quito.

Orcid ID: https://orcid.org/0000-0002-0385-0620

Beatriz Rodríguez Herráez, Universidad Rey Juan Carlos

Doctora en Marketing de la Universidad Complutense de Madrid y profesora titular contratada por la Universidad Rey Juan Carlos.

Grace P. Chachalo Carvajal, Universidad San Francisco de Quito

Asistente de investigación y estudiante de la carrera de Comunicación Publicitaria en la Universidad San Francisco de Quito.

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