Psychological analysis of publicitary positioning a quatitative proposal

Authors

  • Andrés Pérez Acosta Universidad del Nacional

Keywords:

Posicionamiento, aprendizaje asociativo, publicidad, análisis cuantitativo, Positioning, associative learning, advertising, quantitative analysis

Abstract

The positioning is an individual phenomenon, of psychological nature that determines the consumers' choice when buying and after they have been exposed to publicity. With this article it is sought to explain the advertising positioning in psychological terms and to present a quantitative analysis of the phenomenon that helps to establish the probable success or failure of a brand inside the advertising offer.

Keywords: Positioning, associative learning, advertising, quantitative analysis.

Author Biography

Andrés Pérez Acosta, Universidad del Nacional

Psicólogo. Universidad Nacional de Colombia. Docente de las Universidades Católica y Nacional de Colombia. Editor asociado de la Revista Latinoamericana de Psicología, y de Avances en Psicología Clínica Latinoamericana, Coeditor del Manual de Análisis Experimental del Comportamiento.

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Published

2010-08-19

Issue

Issue 2-3: Jan-Jun 1999

Section

Artículos

License

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