Contradictions in consumer reaction to the polygraph and personality profile

Abstract

In marketing, the information based on verbal reports consumer may have low reliability due to different unconscious motives of the people who lead them to react contradictory to the views they express. These reactions often cannot be observed directly. The research in question, sought to know the psychophysiological responses to a TV commercial, measured by the polygraph. Involved 20 people, men and women professionals and university students, aged between 18 and 48 years in Bogotá. The results showed a contradiction between verbal report on the impact of commercial TV and reactions to the polygraph, also found the personality profile of those who had contradiction.

Keywords

• polygraph
• personality profile
• consumer behavior
• neuromarketing
• polígrafo
• perfil de personalidad
• marketing
• comportamiento del consumidor
• neuromarketing