SUPERANDO O CETICISMO DO CONSUMIDOR RELATIVO À PROPAGANDA COM ANÚNCIOS MISTERIOSOS
DOI:
https://doi.org/10.21171/ges.v15i42.3580Palavras-chave:
anúncios misteriosos, ceticismo relativo à propaganda, consumidor cético, experimentos, propagandaResumo
Cresce o ceticismo dos consumidores em relação a propagandas, uma dificuldade a mais a enfrentar num mercado competitivo e fragmentado. Esse ceticismo torna os consumidores mais propensos a ignorar as mensagens publicitárias, ou mesmo evitá-las. Ademais, consumidores céticos tendem a formar atitudes menos favoráveis e menores intenções de compra dos produtos anunciados. Neste artigo, exploramos a utilização de anúncios misteriosos, tática que pode mitigar os efeitos negativos do ceticismo em relação à propaganda. Anúncios misteriosos retardam a apresentação da identidade do objeto-alvo da publicidade, despertando a curiosidade do consumidor, o que aumenta a atenção ao anúncio. Em dois estudos experimentais, o presente artigo evidencia que os consumidores prestam mais atenção a anúncios misteriosos. Com o aumento de processamento da mensagem, crescem as intenções de compra do produto anunciado. A tática revelou-se especialmente efetiva junto a consumidores altamente céticos em relação à propaganda. Por outro lado, consumidores com ceticismo menor, que naturalmente prestam atenção às mensagens publicitárias, não foram afetados por anúncios misteriosos. O estudo contribui para a literatura de publicidade, revelando uma tática para capturar a atenção de um público mais cético e resistente à persuasão.
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