¿Una palabra vale más que mil imágenes? Imágenes mentales evocadas por las marcas en la publicidad
DOI:
https://doi.org/10.7764/cdi.49.27887Palabras clave:
imágenes mentales, marca, familiaridad con la marca, procesamiento de la publicidad, vívidoResumen
Los autores proponen que la marca, elemento común a todos los anuncios, puede mejorar las imágenes mentales provocadas por la publicidad. Basándose en la Teoría de la Codificación Dual, las marcas conocidas facilitan vías adicionales –visuales y verbales– para recuperar argumentos con los que construir imágenes mentales. Por lo tanto, los estímulos de marca en publicidad conectan al consumidor con recuerdos y experiencias pasadas relevantes. La hipótesis plantea que es más probable que una marca familiar aumente la capacidad de un anuncio en el móvil de evocar imágenes mentales mediante sus tres dimensiones: vivacidad, cantidad y elaboración. Se controló la capacidad del individuo para utilizar imágenes en el procesamiento de la información. Por medio de un experimento en línea, este estudio proporciona pruebas empíricas de las diferencias en las imágenes mentales evocadas por la publicidad digital debido a la familiaridad de la marca. Los resultados también muestran diferencias en las dimensiones de las imágenes mentales debido a la familiaridad con la marca. Los hallazgos sugieren que, por debajo de cierto nivel de familiaridad con la marca, las imágenes mentales de los anuncios pueden disminuir. La familiaridad con la marca podría mejorar el procesamiento de la información publicitaria y, por lo tanto, la generación de imágenes mentales visuales.
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