<?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>2683-2690</journal-id>
<journal-title><![CDATA[The Anáhuac journal]]></journal-title>
<abbrev-journal-title><![CDATA[The Anáhuac j.]]></abbrev-journal-title>
<issn>2683-2690</issn>
<publisher>
<publisher-name><![CDATA[Universidad Anáhuac del Sur S.C., Facultad de Economía y Negocios]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2683-26902021000200078</article-id>
<article-id pub-id-type="doi">10.36105/theanahuacjour.2021.v21n2.03</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Warning of persuading attempts and ambiguity within advertising contexts in Mexico]]></article-title>
<article-title xml:lang="es"><![CDATA[Advertencia del intento de persuadir en contextos publicitarios y de ambigüedad en México]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Colín Flores]]></surname>
<given-names><![CDATA[Carlos Gabriel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Anáhuac  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2021</year>
</pub-date>
<volume>21</volume>
<numero>2</numero>
<fpage>78</fpage>
<lpage>103</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2683-26902021000200078&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2683-26902021000200078&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2683-26902021000200078&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract A common reaction people have when they are trying to be convinced of something is resistance, because they do not want to feel manipulated. This reaction is defined in the Persuasion Knowledge Model. On the other hand, people also show resistance to ambiguous messages because they look for clear messages that are easy to interpret. This research analyzed the resulting attitude of 145 participants regarding a message about an unknown product, in four trial conditions, in which variables of persuasion were manipulated (within an advertising context with commercial purposes and another context that was not advertising nor narrative) and the ambiguity degree of the message, either in logical or in random order (not ordered). The message for a product was broadcasted within different contexts: advertising-ordered, advertising-not-ordered, narrative-ordered, and narrative-not ordered. The findings indicate for a sample of population in Mexico facing an advertising context, as well as ambiguous, in an independent way, there is a less favorable attitude from the participants toward the product. However, when the advertising and ambiguous context interact, the message was found to be more persuasive than in the narrative-alone context, and this constitutes an opportunity to delve into the understanding of the behavior of message receivers facing an advertising and ambiguous context.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Una reacción de las personas cuando perciben que se les está intentando convencer de algo es resistirse, ya que no desean ser manipuladas. Esta reacción se enmarca en el modelo de conocimiento de la persuasión. Por otra parte, ante un mensaje ambiguo, las personas presentan también resistencia a la persuasión, ya que buscan mensajes claros y fáciles de interpretar. En esta investigación se analizó la actitud resultante de 145 participantes al enfrentar un mensaje sobre un producto desconocido, en cuatro condiciones experimentales, en las que se manipularon las variables de intento de persuasión -en un contexto publicitario con fines comerciales y en otro ni publicitario ni narrativo- y el grado de ambigüedad en el mensaje, ya sea lógico ordenado o en orden aleatorio (no ordenado). Se transmitió un mensaje sobre un producto en diferentes contextos: publicitario-ordenado, publicitario-no ordenado, narrativo-ordenado y narrativo-no ordenado. Los hallazgos para una muestra de población en México indican que la actitud de los participantes hacia el producto es menos favorable, cuando el mensaje se transmite previa advertencia del intento persuasivo e igualmente pasa como un mensaje ambiguo. Sin embargo, cuando se analiza la interacción del intento persuasivo y ambiguo, se encontró que el mensaje era más persuasivo que en el contexto solamente narrativo, lo cual constituye una oportunidad para profundizar en la comprensión del comportamiento de los receptores de mensajes en un contexto publicitario y ambiguo.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[persuasion]]></kwd>
<kwd lng="en"><![CDATA[ambiguity]]></kwd>
<kwd lng="en"><![CDATA[attitudes]]></kwd>
<kwd lng="en"><![CDATA[attempt of persuading]]></kwd>
<kwd lng="en"><![CDATA[M30]]></kwd>
<kwd lng="en"><![CDATA[M31]]></kwd>
<kwd lng="en"><![CDATA[M37]]></kwd>
<kwd lng="es"><![CDATA[persuasión]]></kwd>
<kwd lng="es"><![CDATA[ambigüedad]]></kwd>
<kwd lng="es"><![CDATA[actitudes]]></kwd>
<kwd lng="es"><![CDATA[intento de persuasión]]></kwd>
<kwd lng="es"><![CDATA[M30]]></kwd>
<kwd lng="es"><![CDATA[M31]]></kwd>
<kwd lng="es"><![CDATA[M37]]></kwd>
</kwd-group>
</article-meta>
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