Examinando por Materia "Efecto Cheerleader"

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    Exploración de la influencia del efecto cheerleader en la atención visual de los consumidores en la publicidad digital de lencería femenina en Medellín
    (Universidad EAFIT, 2024) Clavijo Echeverry , Valentina; Marín Tamayo, Alejandro; Gaviria Rincón, María José; Mejía Gil, María Claudia
    This work was born from the interest of exploring the Cheerleader Effect, a visual cognitive bias in which people are perceived as more attractive when they present themselves in a group than individually and understanding its influence on consumers of women's underwear in Medellín, when observing the digital advertising carried out by women's lingerie brands. Concepts such as perceptual process and visual perception process were developed throughout this work, understanding that they are terms linked to cognitive biases. The research was developed qualitatively and was supported by data collection instruments, such as the eye tracker and the in-depth interview, to understand whether this bias generated changes in the participants' visual attention to the models of the images. images. advertising, answering the question about how the Cheerleader Effect influences this perceptual process, as well as contributing to the study of this bias that did not yet have research carried out in Colombia from the field of marketing. 30 women between 18 and 34 years old who live in Medellín and are located in strata 4 and 5 of the city were interviewed. In addition, they are women interested in purchasing women's lingerie for daily use from brands such as Leonisa, Tania, Bronzini and Punto Blanco. This research shows that the Cheerleader Effect does influence the visual attention of the participants, showing greater interest in group images than individual ones.