Femvertising and its impact on psychological reactance and purchase intention of Mexican female consumers
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 ap...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidad de Guadalajara
2023-05-01
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| Series: | Mercados y Negocios |
| Subjects: | |
| Online Access: | http://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7694 |
| _version_ | 1797319532211077120 |
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| author | Silvia Hernández Willoughby Patricia Lázaro Pernias |
| author_facet | Silvia Hernández Willoughby Patricia Lázaro Pernias |
| author_sort | Silvia Hernández Willoughby |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-03-08T04:08:16Z |
| format | Article |
| id | doaj.art-1e03bfdc4e714468bada49599ffe3d02 |
| institution | Directory Open Access Journal |
| issn | 2594-0163 |
| language | English |
| last_indexed | 2024-03-08T04:08:16Z |
| publishDate | 2023-05-01 |
| publisher | Universidad de Guadalajara |
| record_format | Article |
| series | Mercados y Negocios |
| spelling | doaj.art-1e03bfdc4e714468bada49599ffe3d022024-02-09T03:05:45ZengUniversidad de GuadalajaraMercados y Negocios2594-01632023-05-0149436410.32870/myn.vi49.7694558Femvertising and its impact on psychological reactance and purchase intention of Mexican female consumersSilvia Hernández Willoughby0https://orcid.org/0000-0001-9136-1124Patricia Lázaro Pernias1https://orcid.org/0000-0001-5633-7612Universidad de GuadalajaraUniversidad Autónoma de BarcelonaThis 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.http://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7694femvertisinggenderadvertisingpurchase intentionpsychological reactance |
| spellingShingle | Silvia Hernández Willoughby Patricia Lázaro Pernias Femvertising and its impact on psychological reactance and purchase intention of Mexican female consumers Mercados y Negocios femvertising gender advertising purchase intention psychological reactance |
| title | Femvertising and its impact on psychological reactance and purchase intention of Mexican female consumers |
| title_full | Femvertising and its impact on psychological reactance and purchase intention of Mexican female consumers |
| title_fullStr | Femvertising and its impact on psychological reactance and purchase intention of Mexican female consumers |
| title_full_unstemmed | Femvertising and its impact on psychological reactance and purchase intention of Mexican female consumers |
| title_short | Femvertising and its impact on psychological reactance and purchase intention of Mexican female consumers |
| title_sort | femvertising and its impact on psychological reactance and purchase intention of mexican female consumers |
| topic | femvertising gender advertising purchase intention psychological reactance |
| url | http://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7694 |
| work_keys_str_mv | AT silviahernandezwilloughby femvertisinganditsimpactonpsychologicalreactanceandpurchaseintentionofmexicanfemaleconsumers AT patricialazaropernias femvertisinganditsimpactonpsychologicalreactanceandpurchaseintentionofmexicanfemaleconsumers |