<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2007-7858</journal-id>
<journal-title><![CDATA[CienciaUAT]]></journal-title>
<abbrev-journal-title><![CDATA[CienciaUAT]]></abbrev-journal-title>
<issn>2007-7858</issn>
<publisher>
<publisher-name><![CDATA[Universidad Autónoma de Tamaulipas]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2007-78582022000100059</article-id>
<article-id pub-id-type="doi">10.29059/cienciauat.v16i2.1581</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Percepción de engaño en la publicidad durante las promociones del &#8220;Buen Fin&#8221; en millennials de la Ciudad de México]]></article-title>
<article-title xml:lang="en"><![CDATA[Millennials&#8217; perception of advertisement deception during &#8220;Buen Fin&#8221; promotions in Mexico City]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Cavazos-Arroyo]]></surname>
<given-names><![CDATA[Judith]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Popular Autónoma del Estado de Puebla Departamento de Ciencias Económico Administrativas ]]></institution>
<addr-line><![CDATA[Puebla Puebla]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2022</year>
</pub-date>
<volume>16</volume>
<numero>2</numero>
<fpage>59</fpage>
<lpage>72</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2007-78582022000100059&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2007-78582022000100059&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2007-78582022000100059&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El engaño en la publicidad es una práctica que ha ido en aumento para lograr la venta de productos y servicios e implica un asunto ético. El objetivo del presente trabajo fue examinar la relación del escepticismo en la publicidad del &#8220;Buen Fin&#8221; y la percepción de engaño en dicha publicidad y su efecto en la actitud hacia la misma, la credibilidad en los anuncios y la intención de compra de los millennials. Se realizó una investigación cuantitativa, explicativa y transversal a 392 millennials radicados en la Ciudad de México. Los resultados mostraron que, efectivamente, el escepticismo en la publicidad del &#8220;Buen Fin&#8221; incrementará la percepción de engaño en la misma y ambos parámetros influirán negativamente en forma indirecta en la intención de compra, ya que la confiabilidad en el producto queda en duda.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Deception in advertising is a practice that has been increasing to achieve the sale of products and services and involves an ethical issue. The objective of this work was to examine the relationship of skepticism and the perception of deception in the advertising of &#8220;Buen Fin&#8221; and its effect on the attitude, credibility on advertisements, and purchase intention of millennials. A quantitative, explanatory and cross-sectional research was conducted on 392 millennials living in Mexico City. The results showed that, indeed, skepticism on &#8220;Buen Fin&#8221; advertising will increase deception perception and both parameters will negatively influence indirectly purchase intention, since the reliability of the product is in doubt.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[escepticismo en la publicidad]]></kwd>
<kwd lng="es"><![CDATA[publicidad engañosa]]></kwd>
<kwd lng="es"><![CDATA[actitud hacia la publicidad]]></kwd>
<kwd lng="es"><![CDATA[credibilidad]]></kwd>
<kwd lng="es"><![CDATA[intención de compra]]></kwd>
<kwd lng="en"><![CDATA[advertising skepticism]]></kwd>
<kwd lng="en"><![CDATA[deceptive advertising]]></kwd>
<kwd lng="en"><![CDATA[attitude towards advertising]]></kwd>
<kwd lng="en"><![CDATA[credibility]]></kwd>
<kwd lng="en"><![CDATA[purchase intention]]></kwd>
</kwd-group>
</article-meta>
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