Keywords
yo ideal
autoestima
priming
IAT
otro generalizado
publicidad
marketing
How to Cite
Abstract
The main goal of the present study was to verify the existence of changes in the self, due to a priming effect (facilitation) in our generalized-other by the presentation of advertisements that depict models of beauty or desirable lifestyles. We also checked whether this effect is higher among the group under 41 years of age compared to the group older than that age. On the other hand, it has been analysed the possible relationship between material values and the possible facilitation produced. Forty-five healthy adults participated in the study, who took two Implicit Association Test (IAT) separated by the presentation of advertisements. Subsequently, all the participants responded to the abbreviated version of Richins' (2004) Material Value Scale (MVS). The results of this study have shown a priming effect on self-esteem due to the estimation of the generalized-other after the presentation of the advertisements. However, no significant difference was observed between both groups of age. Finally, a correlation was found between the importance of material values and the priming effect produced by the Implicit Associations Test, but again, differences were not found as a function of age. In conclusion, the implicit nature of the facilitation reveals a certain unconscious component in the formation of the personal identity.
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