Diferencia de género en el proceso entre producto y marca

20 Páginas.

Autores:: Correa Sanabria, Ángela Marcela
Leaño Léon, Lina Marcela

Tipo de recurso:

Fecha de publicación:: 2008

Institución:: Universidad de la Sabana

Repositorio:: Repositorio Universidad de la Sabana

Idioma:: spa

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dc.title.es_CO.fl_str_mv	Diferencia de género en el proceso entre producto y marca
title	Diferencia de género en el proceso entre producto y marca
spellingShingle	Diferencia de género en el proceso entre producto y marca Publicidad-Aspectos psicológicos-Investigaciones
title_short	Diferencia de género en el proceso entre producto y marca
title_full	Diferencia de género en el proceso entre producto y marca
title_fullStr	Diferencia de género en el proceso entre producto y marca
title_full_unstemmed	Diferencia de género en el proceso entre producto y marca
title_sort	Diferencia de género en el proceso entre producto y marca
dc.creator.fl_str_mv	Correa Sanabria, Ángela Marcela Leaño Léon, Lina Marcela
dc.contributor.advisor.none.fl_str_mv	Barahona Urbano, Helder
dc.contributor.author.none.fl_str_mv	Correa Sanabria, Ángela Marcela Leaño Léon, Lina Marcela
dc.subject.es_CO.fl_str_mv	Publicidad-Aspectos psicológicos-Investigaciones
topic	Publicidad-Aspectos psicológicos-Investigaciones
description	20 Páginas.
publishDate	2008
dc.date.created.none.fl_str_mv	2008
dc.date.accessioned.none.fl_str_mv	2012-11-30T19:25:40Z
dc.date.available.none.fl_str_mv	2012-11-30T19:25:40Z
dc.date.issued.none.fl_str_mv	2012-11-30
dc.type.none.fl_str_mv	bachelorThesis
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dc.type.local.none.fl_str_mv	Tesis de pregrado
dc.type.hasVersion.none.fl_str_mv	publishedVersion
dc.identifier.citation.none.fl_str_mv	Barry, T. E. (1993). Comparative advertising: What we have learned in two decades. Journal of Advertising Research, 33(2), 19–29. Bettman, J. R. (1979). An information processing theory of consumer choice. Journal of Marketing. 32, 256-260 Boubeta, A. (2000) El valor de la marca a partir de su relación con el consumidor, Psicothema, 12, 247-254. Braidot, N (2005a) Estrategias que llegan a las neuronas de los clientes. Tiempo de Mercadeo .2, 006,52-55 Braidot, N (2006b) Revisando el concepto de producto y marca en la era del neuromarketing. Tiempo de Mercadeo., 007,26-28. Bronner, F (2007) In the mood for advertising. International Journal of Advertising, 26, 333-355 Burnstein, E., & Schul, Y. (1982). The informational basis of social judgments: Operations in forming an impression of another person. Journal of Experimental Social Psychology, 18, 217–234. Caballero, J (2007) El valor emocional. Marketing News, 02, 09, 12-16. Campbell, M. C. (1995). When attention-getting advertising tactics elicit consumer inferences of manipulative intent: The importance of balancing benefits and investments. Journal of Consumer Psychology, 4, 225-254.. Chessa, A. (2007) A neurocognitive model of advertising content and brand name recall. The Marketing Journal, 26, 130-138. Coulter, R. H., & Pinto, M. B. (1995). Guilt appeals in advertising: What are their effects? Journal of Applied Psychology, 80, 697–705. Droge, C., & Darmon, R. (1987). Associative positioning strategies through comparative advertising: Attribute versus overall similarity approaches. Journal of Marketing Research, 24, 377–388. Fortuny, R (2005) El marketing emocional competitivo. Tiempo de Mercadeo. 1, 004,12-16. Golden, L. L. (1979). Consumer reactions to explicit brand comparisons in advertisements. Journal of Marketing Research, 16, 517–532 Gorn, G. J., & Weinberg, C. B. (1984). The impact of comparative advertising on perception and attitude: Some positive findings. Journal of Consumer Research, 11, 719–727 Grupo Braidot Argentina (2007) El neuromarketing le apunta a la cabeza. Tiempo de Mercadeo. 3, 012, 15-18. Guido, G (2007) Experimental analysis of consumer stimulation and motivational states in shopping experiences. The Market Research Society, 49, 365-386. Hardesty, D., Bearden, W., Carlson, J., Persuasion knowledge and consumer reactions to pricing tactics. Journal of Retailing, 83, 2, 199-210. Homburg, C (2007) Responsiveness to Customers and Competitors:The Role of Affective and Cognitive Organizational Systems. Journal of Marketing, 71, 18-38 Li, S,. Sun, Y,. Wang,. (2007) 50% Off or Buy One Get One Free? Frame Preference as a Function of Consumable Nature in Dairy Products. The Journal of Social Psychology, 147(4), 413-421. Millar, M (2006) El proceso de compra: ¿un asunto de hemisferios o de géneros? Una mirada diferente al mercadeo para las mujeres. Tiempo de Mercadeo. 3, 009,26-29. Muñoz, Y (2004) La satisfacción del consumidor en las experiencias hedonistas. Academia Revista Latinoamericana de Administración, 033, 52-67. Murre, J. (2007) Lo mas importante es ser el primero en la mente del cliente. Harvard Deustro Marketing & Ventas, 80, 36-42. Noel, H. (2006) The Spacing Effect: Enhancing Memory for Repeated Marketing Stimuli. Journal of Consumer Psychology. 16(3), 306–320 Novemsky, N,. Dhar, R,. Schwarz, N,. & Simonson, T,. (2007) Preference Fluency in Choice, Journal of Marketing Research, 44, 347-356. Peña, J (2007) Las modas publicitarias. Publicidad y Mercadeo. 27, 313, 15- 19. Rao, A. R., & Monroe, K. B. (1989). The effect of price, brand name, and store name on buyers perceptions of attribute information: An integrative review. Journal of Marketing Research, 26, 351–357. Reinhard, M., Messner, M., (2006) Explicit Persuasive Intent and Its Impact on Success at Persuasion—The Determining Roles of Attractiveness and Likeableness. Journal of Consumer Psychology, 16(3), 249–259 Rivas, J (2006) Personalización. Tiempo de Mercadeo. 3, 010, 16-20. Rojas, L (2001) Validación del modelo simbólico-cultural del comportamiento del consumidor. Revista Colombiana de Marketing, 3, 1-21. Rose, R. L., Miniard, P. W., Barone, M. J., Manning, K. C.,&Till, B. (1993). When persuasion goes undetected: The case of comparative advertising. Journal of Marketing Research, 30, 315–330 Rule, B. G., Bisanz, G. L., & Kohn, M. (1985). Anatomy of a persuasion schema: Targets, goals, and strategies. Journal of Personality and Social Psychology, 48, 1127–1140. Settle, R. B.,&Golden, L. (1974). Attribution theory and advertiser credibility. Journal of Marketing Research, 11, 181–185. Saravia, F. (2005) Consumer attitudes towards the future and some purchase patterns. Journal of Consumer Behaviour. . 4, 6, 407-419. Shiffman (2005) Comportamiento del Consumidor (8ª. Ed.). Mexico: Prentice hall. Shiv, B (2007) Emotions, Decisions, and the Brain. Journal of Consumer Psychology. 17, 3, 174-178. Schul, Y.,&Burnstein, E. (1985). When discounting fails: Conditions under which individuals use discredited information in making a judgment. Journal of Personality and Social Psychology, 49, 894–903. Schul, Y., Burnstein, E.,&Bardi, A. (1996). Dealing with deceptions that are difficult to detect: Encoding and judgment as a function of preparing to receive invalid information. Journal of Experimental Social Psychology, 32, 228–253. Schul, Y., & Mazursky, D. (1990). Conditions facilitating successful discounting in consumer decision making. Journal of Consumer Research, 16, 442–451. Sparkman, R. M., & Locander, W. B. (1980). Attribution theory and advertising effectiveness. Journal of Consumer Research, 7, 219–224. Stigler, G. (1961). The economics of information. Journal of Political Economy, 69, 213–225. Usunier, J. (2007) Product Ethnicity: Revisiting the Match Between Products and Countries. Journal of International Marketing, 15, 32-72. Van Noor, G., Kerkhof, P., Fennis, B., (2007) Online versus Conventional Shopping: Consumers' Risk Perception and Regulatory Focus. CyberPsychology & Behavior. 10, 5, 731-733. Vasquez, M. (2007) Consumidores reclaman más responsabilidad de las marcas. Tiempo de Mercado. 4, 014, 50-53. Wilson, R. D., & Muderrisoglu, A. (1980). An analysis of cognitive responses to comparative advertising. In Jerry Olson , Advances in Consumer Research 7,566–571. White, E. (2007). Sell to women’s is matter of sensibility according to Deloitte. The Wall Street Journal. 14,2821,12. Wright, A., & Lynch, J., Jr. (1995). Communication effects of advertising versus direct experience when both search and experience attributes are present. Journal of Consumer Research, 21, 708–718 Wright, P. L. (1973). The cognitive processes mediating acceptance of advertising. Journal of Marketing Research, 10, 53–62. Yates, F. (2007). Emotion Appraisal Tendencies and Carryover: How, Why, and...Therefore? Journal of Consumer Psychology, 17( 3), 179-183, Zapata, J. (2007). Sino hay rendimiento no hay marketing. Tiempo de Mercadeo. 4, 013, 28-31.
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identifier_str_mv	Barry, T. E. (1993). Comparative advertising: What we have learned in two decades. Journal of Advertising Research, 33(2), 19–29. Bettman, J. R. (1979). An information processing theory of consumer choice. Journal of Marketing. 32, 256-260 Boubeta, A. (2000) El valor de la marca a partir de su relación con el consumidor, Psicothema, 12, 247-254. Braidot, N (2005a) Estrategias que llegan a las neuronas de los clientes. Tiempo de Mercadeo .2, 006,52-55 Braidot, N (2006b) Revisando el concepto de producto y marca en la era del neuromarketing. Tiempo de Mercadeo., 007,26-28. Bronner, F (2007) In the mood for advertising. International Journal of Advertising, 26, 333-355 Burnstein, E., & Schul, Y. (1982). The informational basis of social judgments: Operations in forming an impression of another person. Journal of Experimental Social Psychology, 18, 217–234. Caballero, J (2007) El valor emocional. Marketing News, 02, 09, 12-16. Campbell, M. C. (1995). When attention-getting advertising tactics elicit consumer inferences of manipulative intent: The importance of balancing benefits and investments. Journal of Consumer Psychology, 4, 225-254.. Chessa, A. (2007) A neurocognitive model of advertising content and brand name recall. The Marketing Journal, 26, 130-138. Coulter, R. H., & Pinto, M. B. (1995). Guilt appeals in advertising: What are their effects? Journal of Applied Psychology, 80, 697–705. Droge, C., & Darmon, R. (1987). Associative positioning strategies through comparative advertising: Attribute versus overall similarity approaches. Journal of Marketing Research, 24, 377–388. Fortuny, R (2005) El marketing emocional competitivo. Tiempo de Mercadeo. 1, 004,12-16. Golden, L. L. (1979). Consumer reactions to explicit brand comparisons in advertisements. Journal of Marketing Research, 16, 517–532 Gorn, G. J., & Weinberg, C. B. (1984). The impact of comparative advertising on perception and attitude: Some positive findings. Journal of Consumer Research, 11, 719–727 Grupo Braidot Argentina (2007) El neuromarketing le apunta a la cabeza. Tiempo de Mercadeo. 3, 012, 15-18. Guido, G (2007) Experimental analysis of consumer stimulation and motivational states in shopping experiences. The Market Research Society, 49, 365-386. Hardesty, D., Bearden, W., Carlson, J., Persuasion knowledge and consumer reactions to pricing tactics. Journal of Retailing, 83, 2, 199-210. Homburg, C (2007) Responsiveness to Customers and Competitors:The Role of Affective and Cognitive Organizational Systems. Journal of Marketing, 71, 18-38 Li, S,. Sun, Y,. Wang,. (2007) 50% Off or Buy One Get One Free? Frame Preference as a Function of Consumable Nature in Dairy Products. The Journal of Social Psychology, 147(4), 413-421. Millar, M (2006) El proceso de compra: ¿un asunto de hemisferios o de géneros? Una mirada diferente al mercadeo para las mujeres. Tiempo de Mercadeo. 3, 009,26-29. Muñoz, Y (2004) La satisfacción del consumidor en las experiencias hedonistas. Academia Revista Latinoamericana de Administración, 033, 52-67. Murre, J. (2007) Lo mas importante es ser el primero en la mente del cliente. Harvard Deustro Marketing & Ventas, 80, 36-42. Noel, H. (2006) The Spacing Effect: Enhancing Memory for Repeated Marketing Stimuli. Journal of Consumer Psychology. 16(3), 306–320 Novemsky, N,. Dhar, R,. Schwarz, N,. & Simonson, T,. (2007) Preference Fluency in Choice, Journal of Marketing Research, 44, 347-356. Peña, J (2007) Las modas publicitarias. Publicidad y Mercadeo. 27, 313, 15- 19. Rao, A. R., & Monroe, K. B. (1989). The effect of price, brand name, and store name on buyers perceptions of attribute information: An integrative review. Journal of Marketing Research, 26, 351–357. Reinhard, M., Messner, M., (2006) Explicit Persuasive Intent and Its Impact on Success at Persuasion—The Determining Roles of Attractiveness and Likeableness. Journal of Consumer Psychology, 16(3), 249–259 Rivas, J (2006) Personalización. Tiempo de Mercadeo. 3, 010, 16-20. Rojas, L (2001) Validación del modelo simbólico-cultural del comportamiento del consumidor. Revista Colombiana de Marketing, 3, 1-21. Rose, R. L., Miniard, P. W., Barone, M. J., Manning, K. C.,&Till, B. (1993). When persuasion goes undetected: The case of comparative advertising. Journal of Marketing Research, 30, 315–330 Rule, B. G., Bisanz, G. L., & Kohn, M. (1985). Anatomy of a persuasion schema: Targets, goals, and strategies. Journal of Personality and Social Psychology, 48, 1127–1140. Settle, R. B.,&Golden, L. (1974). Attribution theory and advertiser credibility. Journal of Marketing Research, 11, 181–185. Saravia, F. (2005) Consumer attitudes towards the future and some purchase patterns. Journal of Consumer Behaviour. . 4, 6, 407-419. Shiffman (2005) Comportamiento del Consumidor (8ª. Ed.). Mexico: Prentice hall. Shiv, B (2007) Emotions, Decisions, and the Brain. Journal of Consumer Psychology. 17, 3, 174-178. Schul, Y.,&Burnstein, E. (1985). When discounting fails: Conditions under which individuals use discredited information in making a judgment. Journal of Personality and Social Psychology, 49, 894–903. Schul, Y., Burnstein, E.,&Bardi, A. (1996). Dealing with deceptions that are difficult to detect: Encoding and judgment as a function of preparing to receive invalid information. Journal of Experimental Social Psychology, 32, 228–253. Schul, Y., & Mazursky, D. (1990). Conditions facilitating successful discounting in consumer decision making. Journal of Consumer Research, 16, 442–451. Sparkman, R. M., & Locander, W. B. (1980). Attribution theory and advertising effectiveness. Journal of Consumer Research, 7, 219–224. Stigler, G. (1961). The economics of information. Journal of Political Economy, 69, 213–225. Usunier, J. (2007) Product Ethnicity: Revisiting the Match Between Products and Countries. Journal of International Marketing, 15, 32-72. Van Noor, G., Kerkhof, P., Fennis, B., (2007) Online versus Conventional Shopping: Consumers' Risk Perception and Regulatory Focus. CyberPsychology & Behavior. 10, 5, 731-733. Vasquez, M. (2007) Consumidores reclaman más responsabilidad de las marcas. Tiempo de Mercado. 4, 014, 50-53. Wilson, R. D., & Muderrisoglu, A. (1980). An analysis of cognitive responses to comparative advertising. In Jerry Olson , Advances in Consumer Research 7,566–571. White, E. (2007). Sell to women’s is matter of sensibility according to Deloitte. The Wall Street Journal. 14,2821,12. Wright, A., & Lynch, J., Jr. (1995). Communication effects of advertising versus direct experience when both search and experience attributes are present. Journal of Consumer Research, 21, 708–718 Wright, P. L. (1973). The cognitive processes mediating acceptance of advertising. Journal of Marketing Research, 10, 53–62. Yates, F. (2007). Emotion Appraisal Tendencies and Carryover: How, Why, and...Therefore? Journal of Consumer Psychology, 17( 3), 179-183, Zapata, J. (2007). Sino hay rendimiento no hay marketing. Tiempo de Mercadeo. 4, 013, 28-31. 89299 TE04217
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spelling	Barahona Urbano, HelderCorrea Sanabria, Ángela MarcelaLeaño Léon, Lina MarcelaPsicólogo2012-11-30T19:25:40Z2012-11-30T19:25:40Z20082012-11-30Barry, T. E. (1993). Comparative advertising: What we have learned in two decades. Journal of Advertising Research, 33(2), 19–29.Bettman, J. R. (1979). An information processing theory of consumer choice. Journal of Marketing. 32, 256-260Boubeta, A. (2000) El valor de la marca a partir de su relación con el consumidor, Psicothema, 12, 247-254.Braidot, N (2005a) Estrategias que llegan a las neuronas de los clientes. Tiempo de Mercadeo .2, 006,52-55Braidot, N (2006b) Revisando el concepto de producto y marca en la era del neuromarketing. Tiempo de Mercadeo., 007,26-28.Bronner, F (2007) In the mood for advertising. International Journal of Advertising, 26, 333-355Burnstein, E., & Schul, Y. (1982). The informational basis of social judgments: Operations in forming an impression of another person. Journal of Experimental Social Psychology, 18, 217–234.Caballero, J (2007) El valor emocional. Marketing News, 02, 09, 12-16.Campbell, M. C. (1995). When attention-getting advertising tactics elicit consumer inferences of manipulative intent: The importance of balancing benefits and investments. Journal of Consumer Psychology, 4, 225-254..Chessa, A. (2007) A neurocognitive model of advertising content and brand name recall. The Marketing Journal, 26, 130-138.Coulter, R. H., & Pinto, M. B. (1995). Guilt appeals in advertising: What are their effects? Journal of Applied Psychology, 80, 697–705.Droge, C., & Darmon, R. (1987). Associative positioning strategies through comparative advertising: Attribute versus overall similarity approaches. Journal of Marketing Research, 24, 377–388.Fortuny, R (2005) El marketing emocional competitivo. Tiempo de Mercadeo. 1, 004,12-16.Golden, L. L. (1979). Consumer reactions to explicit brand comparisons in advertisements. Journal of Marketing Research, 16, 517–532Gorn, G. J., & Weinberg, C. B. (1984). The impact of comparative advertising on perception and attitude: Some positive findings. Journal of Consumer Research, 11, 719–727Grupo Braidot Argentina (2007) El neuromarketing le apunta a la cabeza. Tiempo de Mercadeo. 3, 012, 15-18.Guido, G (2007) Experimental analysis of consumer stimulation and motivational states in shopping experiences. The Market Research Society, 49, 365-386.Hardesty, D., Bearden, W., Carlson, J., Persuasion knowledge and consumer reactions to pricing tactics. Journal of Retailing, 83, 2, 199-210.Homburg, C (2007) Responsiveness to Customers and Competitors:The Role of Affective and Cognitive Organizational Systems. Journal of Marketing, 71, 18-38Li, S,. Sun, Y,. Wang,. (2007) 50% Off or Buy One Get One Free? Frame Preference as a Function of Consumable Nature in Dairy Products. The Journal of Social Psychology, 147(4), 413-421.Millar, M (2006) El proceso de compra: ¿un asunto de hemisferios o de géneros? Una mirada diferente al mercadeo para las mujeres. Tiempo de Mercadeo. 3, 009,26-29.Muñoz, Y (2004) La satisfacción del consumidor en las experiencias hedonistas. Academia Revista Latinoamericana de Administración, 033, 52-67.Murre, J. (2007) Lo mas importante es ser el primero en la mente del cliente. Harvard Deustro Marketing & Ventas, 80, 36-42.Noel, H. (2006) The Spacing Effect: Enhancing Memory for Repeated Marketing Stimuli. Journal of Consumer Psychology. 16(3), 306–320Novemsky, N,. Dhar, R,. Schwarz, N,. & Simonson, T,. (2007) Preference Fluency in Choice, Journal of Marketing Research, 44, 347-356.Peña, J (2007) Las modas publicitarias. Publicidad y Mercadeo. 27, 313, 15- 19.Rao, A. R., & Monroe, K. B. (1989). The effect of price, brand name, and store name on buyers perceptions of attribute information: An integrative review. Journal of Marketing Research, 26, 351–357.Reinhard, M., Messner, M., (2006) Explicit Persuasive Intent and Its Impact on Success at Persuasion—The Determining Roles of Attractiveness and Likeableness. Journal of Consumer Psychology, 16(3), 249–259Rivas, J (2006) Personalización. Tiempo de Mercadeo. 3, 010, 16-20.Rojas, L (2001) Validación del modelo simbólico-cultural del comportamiento del consumidor. Revista Colombiana de Marketing, 3, 1-21.Rose, R. L., Miniard, P. W., Barone, M. J., Manning, K. C.,&Till, B. (1993). When persuasion goes undetected: The case of comparative advertising. Journal of Marketing Research, 30, 315–330Rule, B. G., Bisanz, G. L., & Kohn, M. (1985). Anatomy of a persuasion schema: Targets, goals, and strategies. Journal of Personality and Social Psychology, 48, 1127–1140.Settle, R. B.,&Golden, L. (1974). Attribution theory and advertiser credibility. Journal of Marketing Research, 11, 181–185.Saravia, F. (2005) Consumer attitudes towards the future and some purchase patterns. Journal of Consumer Behaviour. . 4, 6, 407-419.Shiffman (2005) Comportamiento del Consumidor (8ª. Ed.). Mexico: Prentice hall.Shiv, B (2007) Emotions, Decisions, and the Brain. Journal of Consumer Psychology. 17, 3, 174-178.Schul, Y.,&Burnstein, E. (1985). When discounting fails: Conditions under which individuals use discredited information in making a judgment. Journal of Personality and Social Psychology, 49, 894–903.Schul, Y., Burnstein, E.,&Bardi, A. (1996). Dealing with deceptions that are difficult to detect: Encoding and judgment as a function of preparing to receive invalid information. Journal of Experimental Social Psychology, 32, 228–253.Schul, Y., & Mazursky, D. (1990). Conditions facilitating successful discounting in consumer decision making. Journal of Consumer Research, 16, 442–451.Sparkman, R. M., & Locander, W. B. (1980). Attribution theory and advertising effectiveness. Journal of Consumer Research, 7, 219–224.Stigler, G. (1961). The economics of information. Journal of Political Economy, 69, 213–225.Usunier, J. (2007) Product Ethnicity: Revisiting the Match Between Products and Countries. Journal of International Marketing, 15, 32-72.Van Noor, G., Kerkhof, P., Fennis, B., (2007) Online versus Conventional Shopping: Consumers' Risk Perception and Regulatory Focus. CyberPsychology & Behavior. 10, 5, 731-733.Vasquez, M. (2007) Consumidores reclaman más responsabilidad de las marcas. Tiempo de Mercado. 4, 014, 50-53.Wilson, R. D., & Muderrisoglu, A. (1980). An analysis of cognitive responses to comparative advertising. In Jerry Olson , Advances in Consumer Research 7,566–571.White, E. (2007). Sell to women’s is matter of sensibility according to Deloitte. The Wall Street Journal. 14,2821,12.Wright, A., & Lynch, J., Jr. (1995). Communication effects of advertising versus direct experience when both search and experience attributes are present. Journal of Consumer Research, 21, 708–718Wright, P. L. (1973). The cognitive processes mediating acceptance of advertising. Journal of Marketing Research, 10, 53–62.Yates, F. (2007). Emotion Appraisal Tendencies and Carryover: How, Why, and...Therefore? Journal of Consumer Psychology, 17( 3), 179-183,Zapata, J. (2007). Sino hay rendimiento no hay marketing. Tiempo de Mercadeo. 4, 013, 28-31.http://hdl.handle.net/10818/449389299TE0421720 Páginas.Hoy en día las diferentes empresas enfocan sus propuestas de mercadeo a la diferenciación de géneros, ya que diversos estudios han demostrado que estas diferencias, tanto estructurales como de percepción, son determinantes a la hora de la compra de un producto; como en el caso de las mujeres quienes se ven más influenciadas por la marca, ya que es esta la que establece un vinculo emocional con el cliente, por la misma naturaleza sensible, es más probable que la mujer compre con el determinante de conseguir más que un producto un valor de marca. Los hombres tienden a buscar productos que satisfagan sus necesidades, ya que su preocupación vital es la funcionalidad del producto más que el valor emocionalUniversidad de La SabanaPsicologíaFacultad de PsicologíaUniversidad de la SabanaIntellectum Repositorio Universidad de la SabanaPublicidad-Aspectos psicológicos-InvestigacionesDiferencia de género en el proceso entre producto y marcabachelorThesisTesis de pregradopublishedVersionhttp://purl.org/coar/version/c_970fb48d4fbd8a85http://purl.org/coar/resource_type/c_7a1fspahttp://purl.org/coar/access_right/c_abf2ORIGINAL131048.pdf131048.pdfVer documento en PDFapplication/pdf51450https://intellectum.unisabana.edu.co/bitstream/10818/4493/1/131048.pdfc5e15c7772a90fdba9d37c3696691bc7MD51LICENSElicense.txtlicense.txttext/plain; charset=utf-8498https://intellectum.unisabana.edu.co/bitstream/10818/4493/2/license.txtf52a2cfd4df262e08e9b300d62c85cabMD52TEXT131048.pdf.txt131048.pdf.txtExtracted Texttext/plain35235https://intellectum.unisabana.edu.co/bitstream/10818/4493/3/131048.pdf.txt53a886d6331731c9eb4fa280724c013dMD5310818/4493oai:intellectum.unisabana.edu.co:10818/44932019-12-05 16:17:41.482Intellectum Universidad de la Sabanacontactointellectum@unisabana.edu.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

Diferencia de género en el proceso entre producto y marca

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