Contradicciones en la reacción del consumidor ante el polígrafo y perfil de personalidad = Contradictions in consumer reaction to the polygraph and personality profile

Escobar Torres María Orquídea. Contradicciones en la reacción del consumidor ante el polígrafo y perfil de personalidad = Contradictions in consumer reaction to the polygraph and personality profile. Journal of Education, Health and Sport. 2015;5(11):504-515. eISSN 2391-8306. DOI http://dx.doi.org/10.5281/zenodo.35691

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Original Text published © The Author (s) 2015. Escobar Torres María Orquídea. Contradicciones en la reacción del consumidor ante el polígrafo y perfil de personalidad. Quality in Sport. 2015;1(3):50-60. eISSN 2450-3118. http://ojs.ukw.edu.pl/index.php/QiS/article/view/QUALITY%20IN%20SPORT%201%20%283%29%202015%2C%20s.%2050-60

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© The Author (s) 2015;

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This is an open access article licensed under the terms of the Creative Commons Attribution Non Commercial License (http://creativecommons.org/licenses/by-nc/3.0/) which permits unrestricted, non commercial

use, distribution and reproduction in any medium, provided the work is properly cited.

The authors declare that there is no conflict of interests regarding the publication of this paper.

Received: 15.11.2015. Revised 20.11.2015. Accepted: 30.11.2015.

María Orquídea Escobar Torres[1]
Corporación Universitaria Unitec, Colombia

Contradicciones en la reacción del consumidor ante el polígrafo

y perfil de personalidad

Contradictions in consumer reaction to the polygraph and personality profile

Resumen

En mercadeo, la información basada en reportes verbales del consumidor puede tener baja confiabilidad, debido a diferentes motivos inconscientes de las personas, que los llevan a reaccionar de manera contradictoria a lo que expresan en sus opiniones. Estas reacciones con frecuencia no se pueden observar de manera directa. La investigación en referencia, buscaba conocer las respuestas psicofisiológicas ante un comercial de TV, medidas por medio del polígrafo, en 20 personas, hombres y mujeres estudiantes universitarios y profesionales, con edades entre 18 y 48 años, en Bogotá. Los resultados mostraron una contradicción entre el reporte verbal sobre el impacto del comercial y las reacciones frente al polígrafo, encontrándose además el perfil de personalidad de aquellas personas que presentaron contradicción.

Palabras clave: polígrafo, perfil de personalidad, marketing, comportamiento del consumidor, neuromarketing.

Abstract

In marketing, the information based on verbal reports consumer may have low reliability due to different unconscious motives of the people who lead them to react contradictory to the views they express. These reactions often cannot be observed directly. The research in question, sought to know the psychophysiological responses to a TV commercial, measured by the polygraph. Involved 20 people, men and women professionals and university students, aged between 18 and 48 years in Bogotá. The results showed a contradiction between verbal report on the impact of commercial TV and reactions to the polygraph, also found the personality profile of those who had contradiction.

Key words: polygraph, personality profile, marketing, consumer behavior, neuromarketing.

[1] Colombiana. Psicóloga PUJ, Magister en Dirección de Marketing Universidad Viña del Mar, Chile. Especialista en Gerencia de Marketing, UNILATINA. Estudios de Doctorado UNED-Madrid. Docente Investigadora Corporación Universitaria UNITEC, Bogotá, Colombia. orquideaescobar@gmail.com.  Tel.(57-1) 7434343 / 3007820935.