La retroalimentación facial y su efecto en la evaluación de publicidad de humor
| Contribuinte(s) |
Javela, Lady Grey |
|---|---|
| Data(s) |
03/06/2016
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| Resumo |
La hipótesis de retroalimentación facial planteada por Tomkins en 1962 sustenta que la activación de algunos músculos faciales envía información sensorial al cerebro y se induce entonces una experiencia emocional en el sujeto. Partiendo de dicha teoría y de investigaciones que la sustentan, el presente estudio se propuso confirmar el efecto de la emoción inducida a través de la retroalimentación facial sobre la evaluación de cinco tipos de humor en publicidad. Para ello se realizó un experimento con 60 hombres y 60 mujeres, que fueron asignados aleatoriamente a una de dos condiciones: estimulación de sonrisa –músculos hacia arriba- o inhibición de sonrisa –músculos hacía abajo-, mientras evaluaban 16 imágenes de publicidad de humor. A partir del análisis de los resultados se encontraron diferencias significativas entre las condiciones; en línea con la hipótesis formulada, los participantes expuestos a la condición estimulación de sonrisa –músculos hacía arriba- evaluaron más positivamente los comerciales. También se encontraron diferencias significativas en función del sexo y los tipos de humor evaluados. El estudio ofrece evidencia empírica de la teoría propuesta hace más de medio siglo y su efecto en el ámbito de la publicidad actual. Universidad del Rosario Tomkins (1962) theory of facial feedback hypothesis proposed that facial muscles activation provides sensory feedback to the brain, which influences individual’s emotional experience. From the empirical evidence that confirms the theory, the present study aimed to ratify the effect of facial feedback in inducing emotion when evaluating humor advertising, taking into account that both emotion and humor are attraction strategies frequently used in consumers field. In order to accomplish it, 120 students were exposed to two experimental conditions: downward smile and upward smile while they evaluate 16 humor advertising pictures displayed in Colombia. Evaluations were analyzed in terms of participants condition, sex and type of humor; confirming three hypothesis: 1. Manipulating smiling muscles has a significant effect in evaluation of humoristic pictures, 2. There is significant humor evaluation difference between men and women, and 3. Types of humor are evaluated in a significant different way. This study provides empirical evidence of the theory proposed half a century ago and its effect in today’s consumers’ field. |
| Formato |
application/pdf |
| Identificador | |
| Idioma(s) |
spa |
| Publicador |
Escuela de Medicina y Ciencias de la Salud |
| Direitos |
info:eu-repo/semantics/openAccess |
| Fonte |
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| Palavras-Chave | #Expresión facial #Percepción de caras #Publicidad -- Aspectos psicológicos #Humorismo en la publicidad #Cara -- Músculos #153.69 #Facial feedback #Emotion #Humor #Advertising |
| Tipo |
info:eu-repo/semantics/bachelorThesis info:eu-repo/semantics/acceptedVersion |
