Contextual information about the Peruvian national ingroup and its effect on attitudes towards a novel brand

• Autores: Ian Nightingale Ferrer, Agustín Espinosa Pezzia
• Localización: Liberabit, ISSN 1729-4827, ISSN-e 2223-7666, Vol. 24, Nº. 2 (julio - diciembre), 2018, págs. 295-307
• Idioma: inglés
• DOI: 10.24265/liberabit.2018.v24n2.09
• Títulos paralelos:
  • Información contextual sobre el endogrupo nacional peruano y su efecto en las actitudes hacia una marca novedosa
• Enlaces
  • Texto completo (pdf)
• Resumen
  • español

    El efecto de la información contextual sobre el endogrupo nacional en las actitudes explícitas e implícitas hacia una marca novedosa fue estudiado en una muestra de estudiantes de la ciudad de Lima (n = 59). Los resultados muestran que la información negativa sobre el endogrupo ejerce mayor influencia que la información positiva en las actitudes explicitas hacia una marca novedosa. Este efecto es entendido como una habituación de los peruanos hacia la información contextual positiva acerca del endogrupo, y a un sesgo endogrupal que actúa cuando la identidad nacional se ve amenazada por información negativa. Este sesgo guía a los participantes a favorecer explícitamente aquel producto que consideran está relacionado con su identidad social. Por otra parte, la falta de resultados visibles en las actitudes implícitas es explicada por el efecto del orden del Test de Actitudes Implícitas (IAT). Estos hallazgos son relevantes para las industrias de marketing y publicidad en el Perú, las cuales constantemente desarrollan campañas que exaltan el Perú y la identidad peruana.

  • English

    The effect of contextual information about the national ingroup on explicit and implicit attitudes towards a novel brand was studied on a sample of university students from the Lima Metropolitana area (n = 59). The results show that the negative information about the ingroup exerts more influence on explicit attitudes towards a novel brand than the positive information. This effect is understood as a habituation of Peruvians towards the positive contextual information about their group, and an ingroup bias that acts when their national identity is threatened by the negative input. This bias guides them towards explicitly favoring a product they consider related to their social identity. On the other hand, the lack of visible results on the implicit attitudes is explained by the order effect of the Implicit Attitudes Test (IAT). These findings are relevant for advertising and marketing industries in Peru, which constantly develop campaigns that extol Peru and the Peruvian identity.

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