Este trabajo se centra en el estudio de la estrategia publicitaria femvertising. Hace referencia a las teorías feministas y la teoría de la reactancia psicológica para comprender el impacto de la feminización en la reactancia psicológica y la intención de compra de las consumidoras mexicanas. Se aplicó una metodología mixta, con un análisis de contenido y un cuestionario de recepción (N=666) a consumidoras mexicanas. Los resultados muestran una mayor intención de compra y una menor reactancia psicológica en las consumidoras ante los spots publicitarios femeninos.
This work focuses on the study of the femvertising advertising strategy. It references the feminist theories and the theory of psychological reactance to understand the impact of femvertising on Mexican female consumers' psychological reactance and purchase intention. A mixed methodology was applied, with a content analysis and a reception questionnaire (N=666) to Mexican female consumers.The results show a higher purchase intention and a lower psychological reactance in female consumers to femvertising spots. The main conclusion is that the implementation of the femvertising strategy in advertising spots aimed at Mexican women produces an increase in their purchase intention and a decrease in psychological reactance compared to conventional (non-femvertising) ads because femvertising generates a greater identification of the consumers with the ad by projecting the woman in a more authentic and close way.
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