Influencia del género y el estado civil en la susceptibilidad de las estrategias de persuasión en la publicidad
| Autor | Liubomira Spasova |
| Cargo | Senior Lecturer PhD at Faculty of Economics, Department of Social Sciences and Business Language Training, Trakia University, Bulgaria. |
| Páginas | 307-316 |
Volume 12 - Issue 65
/ May 2023
307
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DOI: https://doi.org/10.34069/AI/2023.65.05.29
How to Cite:
Spasova, L. (2023). Influence of gender and marital status on susceptibility of persuasion strategies in advertisement. Amazonia
Investiga, 12(65), 307-116. https://doi.org/10.34069/AI/2023.65.05.29
Influence of gender and marital status on susceptibility of persuasion
strategies in advertisement
Received: February 8, 2023 Accepted: May 1, 2023
Written by:
Lyubomira Spasova1
https://orcid.org/0000-0002-1438-9104
Web of Science Researcher ID: GYJ-1692-2022
Abstract
The study has two main objectives: to find out
what is the susceptibility of individuals to the
persuasion strategies of Cialdini 's persuasive
power according to gender and to determine
some characteristics of users with different
marital status in social influence. Cialdini's
(2001-2021) persuasion strategies (principles),
as well as Keptein's STPS (2009), were applied
to measure the susceptibility to persuasion of
individuals of both genders with different marital
status. The results of an analysis of variance
(ANOVA), measuring the influence of gender,
showed that on the criterion of susceptibility to
persuasion, males were more influenced by the
following strategies: liking, reciprocity,
authority, and social proof relative to females
with the exception of the principle of
commitment and consistency, and individuals
who are divorced, separated and widowed
responded positively to strategies such as social
proof, scarcity and authority. Through regression
analysis, social influence was found for
unmarried users with respect to the r eciprocity
principle, as well as authority and scarcity when
combining the latter strategies. Individuals who
are cohabiting or married, as well as divorced,
separated, and widowed, gave positive
advertising responses to the scarcity principle,
but cohabiting and married consumers exhibiting
commitment and consistency under the influence
of advertising. Hence, this study can serve
organizations offering products and services
through advertising, and its originality lies in the
findings of mixed consumer responses regarding
gender and marital status.
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1 Senior Lecturer PhD at Faculty of Economics, Department of Social Sciences and Business Language Training, Trakia University,
Bulgaria.
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