Características de la Respuesta Emocional Inducida Ante la Exposición de Branded Webseries en una Muestra de Jóvenes entre 18 a 25 Años de la Ciudad de Bogotá

Abstract

Currently, the web series scenario has been revolutionizing the context of conventional advertising, connecting with short stories through which brands seek to interact with their users through social networks, especially YouTube. It is in this scenario where the study of the regulation of emotions becomes pertinent through the induction of discrete emotions, to study behavioral alterations, as well as the influence of stimuli on purchase and consumption preferences. The objective of the research project focuses on identifying the physiological and cognitive characteristics of the emotional response induced by the exposure of branded webseries in a sample of young people between 18 and 25 years of age in the city of Bogotá. The results are expected to be able to validate a battery of fragments of emotion-inducing webseries, which will allow us to provide reliable data in understanding their operation and their implications in the decision making and election processes of the promoted brands, through this audiovisual format. consciously and responsibly.