PERCEPCIÓN DE LA PUBLICIDAD NEGATIVA DE REDES SOCIALES Y LA INTENCIÓN DE COMPRA: Un estudio empírico correlacional que emplea las tecnologías biométricas eye tracking y face reading

Misleading information ("fake news") and negative publicity have always existed; however, the proliferation of the internet, electronic platforms, and social media has turned individuals into both creators and disseminators of all kinds of information, causing it to multiply and spread across the globe. While there is considerable discussion and research regarding the existence and scope of this type of negative publicity following its emergence and proliferation (Edson, Zheng, & Richard, 2017; Gelfert, 2018), there is a lack of studies identifying or quantifying its specific effects on, or the reactions it elicits from, the consumer. Ultimately, persuasion is a fundamental objective of any form of marketing communication, and advertising in particular. These disciplines examine the concept of emotion and how it is leveraged to achieve the goals of advertising messages. Existing theory analyzes the impact of advertising and corporate communication on purchase intention (Rico, 2011; Reyes, 2013; Perdomo, 2014; Ambler, Braeutigam, Stins, Rose, & Swithen, 2004); however, very few studies investigate the influence of negative emotions on persuasion and, consequently, on purchase intention. A review of the literature revealed no research utilizing biometric technologies to gain insight into how negative publicity influences consumer purchase intention. This study employs biometric technologies—specifically eye-tracking (Real Eye) and facial analysis (Face Reading)—to analyze consumers exposed to real, negative stimuli associated with a market-leading brand. These stimuli involve issues such as animal abuse, the hunting of animals by the brand's main spokesperson, gender-based violence, and health concerns (e.g., carcinogenic ingredients). The aim of this is to determine the persuasive impact of said negative stimuli on the intention to purchase the brand and to contribute to the comprention of modern humanistic thought. The findings demonstrate that emotions evoked by viewing advertisements containing negative information about brands are directly linked to the intention not to purchase products. In this regard, it is confirmed that the need for cognition directly influences the capacity for information elaboration and processing—and consequently, persuasion and the intention not to purchase. This helps us understand current criteria regarding purchase intention and, by extension, contributes to an understanding of modern humanistic thought. The study also confirms the indispensable role of biometric technologies in quantifying the impact of negative advertising on the decision not to purchase brands, products, or items; these technologies ensure reliability and accuracy, lending credibility and weight to the conclusions presented here.