Afecto y memoria: El impacto de la publicidad emocional sobre la recordación de marca
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El efecto de las emociones sobre la memoria se ha considerado en estudios desde la psicología y neurociencia y se ha extendido a áreas de conocimiento como el marketing y la publicidad. Estudios han demostrado que los anuncios con contenido emocional influyen positivamente en la recordación publicitaria, aunque no existe a la fecha un consenso al respecto. Este estudio amplía sobre estas teorías explorando cómo la publicidad emocional afecta la recordación de la marca, un indicador crucial en el marketing. Para ello, se llevó a cabo un experimento con 38 participantes para investigar si esta relación es traducible al contexto latinoamericano y si la publicidad emocional influye sobre la recordación de los componentes de marca típicamente necesarios para la toma de decisiones posterior a la exposición publicitaria. Se utilizó un diseño experimental doble de sólo postest con dos mediciones. Las mediciones cuantitativas se realizaron mediante encuestas y fueron analizadas con pruebas t de student y coeficientes de correlación. Los resultados revelaron que los anuncios con enfoque emocional en revistas generaron una mayor medida de recordación de la marca en comparación con los anuncios racionales, tras una sola exposición al anuncio. Este estudio, respaldado por investigaciones anteriores, sugiere que activar emociones en los individuos puede mejorar la efectividad de los anuncios.
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