Percepción de consumidores y expertos sobre los valores de la publicidad del sector del automóvil(2008-2018)

  1. Gema Bonales Daimiel 1
  2. Luis Mañas-Viniegra 1
  1. 1 Universidad Complutense de Madrid
    info

    Universidad Complutense de Madrid

    Madrid, España

    ROR 02p0gd045

Zeitschrift:
Doxa Comunicación: revista interdisciplinar de estudios de comunicación y ciencias sociales

ISSN: 1696-019X

Datum der Publikation: 2022

Nummer: 34

Seiten: 155-176

Art: Artikel

DOI: 10.31921/DOXACOM.N34A894 DIALNET GOOGLE SCHOLAR lock_openOpen Access editor

Andere Publikationen in: Doxa Comunicación: revista interdisciplinar de estudios de comunicación y ciencias sociales

Zusammenfassung

Products are becoming increasingly similar, and now it is more difficult to distinguish one from the other. Moreover, as a result of globalisation, the competition between them is more intense as well. Advertising is one of the most significant differentiating factors for consumers in choosing one product over another when they make a purchase decision. Given this phenomenon, as well as the complex and peculiar factors that seem to determine the situation, this paper aims to study and analyse the underlying scale of values by which a person chooses a car today, and the role that advertising plays in that decision. The research herein analyses the values communicated through Internet adverts by the automobile industry. To this end, a comparison has been made between the values of advertising that appeared in 2008 and 2018 with regard to the criteria and values of consumers when making an automobile purchase decision, as well as the key values involved in the purchasing process, according to experts. A combined quantitative-qualitative methodology has been used to identify the perceptions of 300 consumers and 30 experts, as well as the values conveyed by advertising through a content analysis of 672 adverts. The results show that there is a relatively clear divergence between the values that advertising communicates, the ones that customers demand, and those that experts consider most significant.

Bibliographische Referenzen

  • Alameda, D. (2006). Una nueva realidad publicitaria. La generación de valores corporativos en publicidad. Laberinto.
  • Bamberg, S., & Möser, G. (2007). Twenty years after Hines, Hungerford, and Tomera: a new meta-analysis of psycho-social determinants of pro environmental behaviour. Journal of Environmental Psychology, 27(1), 14-25. https://doi.org/10.1016/j.jenvp.2006.12.002
  • Banerjee, S. (2010). Study on consumer buying behavior during purchase of a second car. Journal of Marketing & Communication, 6(2), 4-13. https://bit.ly/3iC4g63.
  • Barbarossa, C., De Pelsmacker, P., & Moons, I. (2017). Personal Values, Green Self-identity and Electric Car Adoption. Ecological Economics, 140, 190-200. https://doi.org/10.1016/j.ecolecon.2017.05.015
  • Biedma, J. (1997). Valores de la publicidad y publicidad de los valores. Comunicar, 9, 61-68. https://doi.org/10.3916/C09-1997-09
  • Burgess, M., King, N., Harris, M., & Lewis, E. (2013). Electric vehicle drivers’ reported interactions with the public: Driving stereotype change?, Transportation Research Part F. Traffic Psychology and Behaviour, 17, 33-44. https://doi.org/10.1016/j.trf.2012.09.003
  • Byun, D. H. (2001). The AHP approach for selecting an automobile purchase model. Information & Management, 38(5), 289–297. https://doi.org/10.1016/S0378-7206(00)00071-9
  • Castelló, A., Ramos, I., & Del Pino, C. (2013). El discurso publicitario en la crisis económica: nuevos valores y redes sociales. Historia y Comunicación Social, 18, 657-672. https://doi.org/10.5209/rev_HICS.2013.v18.43997
  • Castells, M. (2006). Internet y la sociedad red. Alianza.
  • Coad, A., de Haan, P., & Woersdorfer, J. S. (2009). Consumer support for environmental policies: an application to purchases of green cars. Ecological Economics, 68(7), 2078-2086. https://doi.org/10.1016/j.ecolecon.2009.01.015
  • Codeluppi, V. (2007). El papel social de la publicidad. Pensar la Publicidad, 1(1). Revista Internacional de Investigaciones Publicitarias, 149-155. https://bit.ly/34FuhMz
  • Chng, S., White, M. P., Abraham, C., & Skippon, S. (2019). Consideration of environmental factors in reflections on car purchases: Attitudinal, behavioural and sociodemographic predictors among a large UK sample. Journal of Cleaner Production, 230, 927-936. https://doi.org/10.1016/j.jclepro.2019.05.179
  • Cheng, H., & Schweitzer, J. C. (1996). Cultural values reflected in Chinese and U.S. TV advertising. Journal of Advertising Research, 36(3), 27-45.
  • Choo, S., & Mokhtarian, P. (2004). What type of vehicle do people drive? The role of attitude and lifestyle in influencing vehicle type choice. Transportation Research Part A: Policy and Practice, 38(3), 201-222. https://bit.ly/38BRQXU
  • Domínguez, C. L. (1995). Publicidad y valores. Modelos de consumidor y análisis de valores en la publicidad televisiva española [Tesis Doctoral]. Universidad de Navarra.
  • García, M. (2018). ¿Te gusta conducir? Una mirada crítica desde la publicidad de coches y su retórica medioambiental. Didáctica de las Ciencias Experimentales y Sociales, 34, 91‐104. https://doi.org/10.7203/DCES.34.11008
  • Gao, Y., Rasouli, S., Timmermans, H., & Wang, Y. (2014). Reasons for not buying a car: a probit-selection multinomial logit choice model. Procedia Environmental Science, 22, 414-422. https://doi.org/10.1016/j.proenv.2014.11.039
  • Gunter, B., Furnham, A., & Griffiths, S. (2000). Children's Memory for News: A comparison of three presentation media. Media Psychology, 2(2), 93-118. https://doi.org/10.1207/S1532785XMEP0202_1
  • Hafner, R. J., Walker, I., & Verplanken, B. (2017). Image, not environmentalism: a qualitative exploration of factors influencing vehicle purchasing decisions. Transportation Research Part A: Policy and Practice, 97, 89-105. https://doi.org/10.1016/j.tra.2017.01.012
  • Hawkins, D. (1994). Electronic Advertising: On Online Information Systems. Online, 18(2), 26-39.
  • Heffner, R. R., Kurani, K. S., & Turrentine, T. S. (2007). Symbolism and the adoption of fuel-cell vehicles. World Electric Vehicle Journal, 1(1), 24-31. https://doi.org/10.3390/wevj1010024
  • Johnson, T. J., & Kaye, B. K. (2000). Using is believing: The influence of reliance on the credibility of online political information among politically interested internet users. Journalism & Mass Communication Quarterly, 77(4), 865-879. https://doi.org/10.1177/107769900007700409
  • Kahn, M. E. (2007). Do greens drive Hummers or hybrids? Environmental ideology as a determinant of consumer choice. Journal of Environental Economics and Management, 54(2), 129-145. https://doi.org/10.1016/j.jeem.2007.05.001
  • Lane, B. (2011). Market Delivery of Ultra-Low Carbon Vehicles in the UK An evidence review. RAC Foundation. https://bit.ly/2KWdz4A
  • Lane, B., & Potter, S. (2007). The adoption of cleaner vehicles in the UK: exploring the consumer attitude–action gap. Journal of Cleaner Production, 15(11-12), 1085-1092. https://doi.org/10.1016/j.jclepro.2006.05.026
  • Lieven, T., Mühlmeier, S., Henkel, S., & Waller, J. F. (2011). Who will buy electric cars? An empirical study in Germany. Transportation Research Part D: Transport and Environment, 16(3), 236-243. https://doi.org/10.1016/j.trd.2010.12.001
  • López, C., Fernández, K., & Mariel, P. (2002). Índices de satisfacción del consumidor: Una aplicación de modelos de ecuaciones estructurales a la industria automovilística española. UPV/EHU.
  • Martín-Casado, T. G., Echazarreta, C., & Vinyals, M. (2012). El relato audiovisual publicitario del siglo XXI. ¿Nuevos medios o nuevas formas de consumo audiovisual? Revista Comunicación, 10(1), 164-175. https://bit.ly/37NN3DB
  • McLuhan, M. (1994). The Extensions of Man. MIT Press.
  • Méndiz, A. (2007). Los valores en la publicidad: Un nuevo planteamiento ético y comercial. Icmedianet.
  • Núñez, M., Olarte, C., & Reinares, E. (2008). Influencia de la publicidad en las tendencias sociales: Una aproximación exploratoria al mercado publicitario español. In J. Pindado, & G. Payne (Coords.), Estableciendo puentes en una economía global (pp. 29-45). ESIC.
  • Núñez-Cansado, M., & Martín-Requero, L. (2015). Autorregulación y creatividad publicitaria en el sector del automóvil en España: freno al tren verde. Vivat Academia, 132, 63-87. https://doi.org/10.15178/va.2015.132.38-87
  • Okazaki, S. (2002). La Estandarización Publicitaria de las Multinacionales Japonesas: Análisis de Contenido de la Publicidad Web en Japón, España y EE.UU. [Tesis Doctoral]. Universidad Autónoma de Madrid.
  • Peters, A., de Haan, P., & Scholz, R. W., (2015). Understanding car-buying behavior: psychological determinants of energy efficiency and practical implications. International Journal of Sustainable Transportation, 9(1), 59-72. https://doi.org/10.1080/15568318.2012.732672
  • Pollay, R. W. (1983), Measuring the Cultural Values Manifest in Advertising. In J. A. Leigh, & C. R. Martin, Jr. (Eds.), Current Issues and Research in Advertising (pp. 71-92). University of Michigan Press.
  • Pollay, R. W. (1986). The Distorted Mirror: Reflections on the Unintended Consequences of Advertising. Journal of Marketing, 50, 18-36. https://doi.org/10.2307/1251597
  • Ramos, M., Delgado, M. T., & Jiménez, G. (2007). Las nuevas estrategias de comunicación en el sector automovilístico: razón y emoción en la campaña de Audi. FISEC-Estrategias, 6(7), 23-45. http://hdl.handle.net/11441/28913
  • Rodríguez, Á., Montoya, N., Mas, LL., Morales, F., Lopes da Silva, E., Martins, G., Peixoto, M., & Müller, K. (2013). Medición y evaluación de valores en contenidos audiovisuales desde un abordaje interdisciplinar. Prisma Social, 11, 158-204. https://bit.ly/3mMDHfB
  • Sandoval, M. (2007). Sociología de los valores y juventud. Ultima década, 15(27), 95-118. https://doi.org/10.4067/S0718-22362007000200006
  • Schwartz, S. H. (1994). Are there universal aspects in the structure and contents of human values? Journal of Social Issues, 50(4), 19-45. https://doi.org/10.1111/j.1540-4560.1994.tb01196.x
  • Schwartz, S. H., & Bilsky, W. (1990). Toward a Theory of the Universal Content and Structure of Values: Extensions and Cross-Cultural Replications. Journal of Personality and Social Psychology, 58(5), 878-891. https://doi.org/10.1037/0022-3514.58.5.878
  • Steg, L. (2005). Car use: lust and must. Instrumental, symbolic and affective motives for car use. Transportation Research Part A: Policy and Practice, 39(2–3), 147-162. https://doi.org/10.1016/j.tra.2004.07.001
  • Steg, L., Vlek, C., & Slotegraaf, G. (2001). Instrumental-reasoned and symbolic-affective motives for using a motor car. Transportation Research Part F: Traffic Psychology and Behaviour, 4(3), 151-169. https://doi.org/10.1016/S1369-8478(01)00020-1
  • Trespalacios, J. A., Vázquez, R., & Bello L. (2005). Investigación de mercados y estrategias de marketing. Civitas.
  • Tse, D. K., Belk, R. W., & Zhou, N. (1989). Becoming a consumer society: a longitudinal and cross-cultural content analysis of print ads from Hong Kong, the People's Republic of China, and Taiwan. Journal of Consumer Research, 15(4), 457-472. https://doi.org/10.1086/209185
  • Victoria, J. S. (2005). Reestructuras del sistema publicitario. Ariel.
  • Yoon, S., & Kim, J. (2001). Is the Internet More Effective Than Traditional Media? Factors Affecting the Choice of Media. Journal of Advertising Research, 41(6), 53-60. https://doi.org/10.2501/JAR-41-6-53-6
Fuente de los datos: Dialnet