SEMINARIOS

THE EFFECTS OF ADVERTISING MODELS FOR AGE-RESTRICTED PRODUCTS AND SELF-CONCEPT DISCREPANCY ON ADVERTISING OUTCOMES AMONG YOUNG ADOLESCENTS

El profesor Eduardo Torres M., Director del Departamento de Administración y Negocios de la Facultad de Economía y Negocios de la Universidad de Chile, los invita a participar de nuestro ciclo mensual de Seminarios que se llevará a cabo el día Miércoles 28 de octubre 2015 de 12:30 a 13:30 hrs. en la sala T1002.

En esta oportunidad el tema a conversar se denomina: "The effects of advertising models for age-restricted products and self-concept discrepancy on advertising outcomes among young adolescents. Este seminario será dictado por el profesor Todd Pezzuti, quien es Profesor Asistente del Departamento de Ingeniería Industrial, Universidad de Chile, Chile.

Les comparto algunas líneas sobre el trabajo que nos presentará Todd:

Todd Pezzuti"Research on discrepancies between the actual self and ideal self has examined self-discrepancies in knowledge, skills and stature but age-based self-discrepancies have only recently received attention and so we studied this phenomenon in young adolescents. In three studies we identified a product-category contextual cue that apparently caused adolescents to respond to an existing age-based self-discrepancy. Specifically we found that when the contextual cue was advertising for an age-restricted product, adolescents conformed to dissimilar young adult advertising models and diverged from similar adolescent models. This indicated that the contextual cue caused them to respond to an age-based self-discrepancy and use a product associated with the ideal self rather than the actual self. Importantly, this response was stronger among adolescents that were more dissatisfied with their age. With advertising for an age-unrestricted product, adolescents conformed to adolescent advertising models and diverged from young adult models. Industry policies for age-restricted products assume that similarity drives influence and therefore mandate that advertising models be young adults rather than adolescents. Our findings suggest this assumption is invalid for age-restricted products."

PRÓXIMOS SEMINARIOS

  • Diciembre - Tercer Miércoles: 16 de diciembre 2015.
    • Área: Gestión de Personas / Management
    • Expositor/Tema: Daniel Schwartz, DII Universidad de Chile
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