Relación frente a los aspectos emocionales de los jingles de marcas de bebidas energizantes en la formación de actitudes y preferencias de compra y consumo en jóvenes universitarios con edades entre 18 – 25 años de la ciudad de Bogotá

Abstract

The objective of this research was to establish the relation to the emotional elements of the jingles of energy brands that influenced the physiological response, the formation of attitudes and the preferences of purchase and consumption in university students between 18 and 25 years of age. City of Bogota by means of a quantitative study of experimental type for the identification of patterns of responsible consumption in the category; Taking into account the context from the independent variables: Jingles of brands of energizing drinks, composition of the jingles and dependent variables: Emotional aspects, preferences of purchase and consumption, attitudes towards the consumption of energy drinks, which will guide the investigation given the hypotheses of the project What are defined as: advertising jingle music is predictor of variation in the physiological and emotional response in the young consumers studied. And on the other hand it is found that advertising jingle music is not a predictor of the physiological and emotional response in the young consumers studied. Its methodology is developed in an experimental study of multidimensional descriptive type that allows the quantitative analysis of the physiological response related to the emotional response scale and the Likert type attitude scale. From the results are denoted the two, on the one hand are the physiological results, the reflexes that consumption and preference are independent of the sensation generated by the jingles. But on the other, the subject's attitude towards the brand of energizing drink is influenced by his preference for jingle advertising music.