Aportaciones del estudio de la cognición implícita al ámbito de la psicología del consumidor: resultados y perspectivas

• Autores: Antonio Olivera La Rosa, Jaume Rosselló Mir
• Localización: Papeles del psicólogo, ISSN-e 1886-1415, ISSN 0214-7823, Vol. 35, Nº. 3, 2014 (Ejemplar dedicado a: Tratamiento psicológico de la dependencia del tabaco. Terapia de interacción padres-hijos), págs. 210-214
• Idioma: español
• Enlaces
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• Dialnet Métricas: 1 Cita
• Resumen
  • español

    Las herramientas provenientes de la psicología cognitiva han encontrado una vía de aplicación prometedora en el ámbito del branding y el comportamiento del consumidor. El presente artículo tiene como objetivo establecer sus posibles alcances. Con este fin, se realiza una revisión de los hallazgos más relevantes en cognición implícita relacionados a los procesos de evaluación y toma de decisiones.

    Asimismo, se discuten las posibles implicaciones de estos estudios para la investigación en publicidad subliminal y medidas implícitas de percepción de marca

  • English

    The research from cognitive psychology has found a promising path of application in the field of branding and consumer behavior.

    In this paper, we review the most striking findings in implicit cognition that are relevant to the research on evaluations and decision making. In doing this, we expect to clarify the possible scope of cognitive psychology as a potential tool for research in consumer psychology. In particular, we discuss the possible implications of this line of research for the developing of two specific areas: subliminal advertising and implicit measures of brand perception

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