La vida en riesgo: elicitación de metáforas en los consumidores durante la pandemia de COVID-19

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Esteban Salinas-Mercado
Julieta Mercado González
Karla Barajas Portas

Resumen

El objetivo de la investigación es comprender las emociones de los consumidores que se han encontrado durante la emergencia sanitaria de COVID-19 y que afectan el marketing y los negocios. El estudio considera el riesgo y el miedo percibidos como moderadores que, cuando se relacionan directamente con un conjunto particular de ansiedades y estrés específicos de la pandemia de COVID-19, pueden servir para explicar los datos empíricos recopilados y, por lo tanto, contribuir a explicar y predecir cambios en las compras, frecuencias y preferencias. El estudio comprende un análisis cualitativo utilizando la metodología ZMET, con entrevistas que consideran a 40 hombres y mujeres a quienes se les hicieron preguntas sobre sus experiencias como consumidores. Los resultados muestran cambios en el consumo, emociones y estilos de vida, que muestran la creación de una nueva norma social regida por emociones positivas y negativas, y definiendo temas de gran preocupación para los consumidores pospandemia, como la adaptación, la protección, la salud, la tecnología y la conexión familiar.

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Salinas-Mercado, E., Mercado González, J., & Barajas Portas, K. (2022). La vida en riesgo: elicitación de metáforas en los consumidores durante la pandemia de COVID-19. The Anáhuac Journal, 22(1), Págs. 12–35. https://doi.org/10.36105/theanahuacjour.2022v22n1.01
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Biografía del autor/a

Esteban Salinas-Mercado, University of Glasgow, School of Humanities and Social Sciences, United Kingdom

Esteban Salinas-Mercado has a Bachelor’s degree in Psychology from Universidad Anáhuac México, and graduated with a Master’s degree in Philosophy from the University of Glasgow, Scotland. He has worked as a Market Researcher for the company Servicios Integrales y Especializados BIJE S.C. since 2021. He has participated in joint research projects at the Universidad Anáhuac.

Julieta Mercado González, Universidad Anáhuac México

Julieta Mercado-González has a PhD in Sciences with a Specialty in Administrative Science from the Instituto Politécnico Nacional, Mexico, and an MBA with a specialization in Marketing from the Instituto Tecnológico y de Estudios Superiores de Monterrey (ITESM). She is currently professor and researcher in the Marketing Department of the Faculty of Economics and Business of the Universidad Anáhuac México.

Karla Barajas Portas, Universidad Anáhuac México

Karla Barajas Portas has a PhD in Marketing from Rey Juan Carlos University, Madrid, and Masters in Marketing, Masters in Advertising, Masters in Digital Marketing and e-commerce, Masters in Business Intelligence. She is a Marketing Professor at the Department of Business and Economics of the Universidad Anáhuac México. Her research interests include branding from a sensory, emotional and digital perspective, and online consumer behavior.

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