Contextual information about the Peruvian national ingroup and its effect on attitudes towards a novel brand
DOI:
https://doi.org/10.24265/liberabit.2018.v24n2.09Keywords:
IAT, evaluative conditioning, national ingroup, explicit attitudes, implicit attitudesAbstract
The effect of contextual information about the national ingroup on explicit and implicit attitudes towards a novel brand was studied on a sample of university students from the Lima Metropolitana area (n = 59). The results show that the negative information about the ingroup exerts more influence on explicit attitudes towards a novel brand than the positive information. This effect is understood as a habituation of Peruvians towards the positive contextual information about their group, and an ingroup bias that acts when their national identity is threatened by the negative input. This bias guides them towards explicitly favoring a product they consider related to their social identity. On the other hand, the lack of visible results on the implicit attitudes is explained by the order effect of the Implicit Attitudes Test (IAT). These findings are relevant for advertising and marketing industries in Peru, which constantly develop campaigns that extol Peru and the Peruvian identity.
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References
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Allen, C. T., & Madden, T. J. (1985). A Closer Look at Classical Conditioning. Journal of Consumer Research, 12, 301-315.
Arellano, R. (2008). Bueno, bonito y barato (Vol. 2). Lima: Planeta.
Baeyens, F., Eelen, P., Crombez, G., & Van den Bergh, O. (1992). Human evaluative conditioning: Acquisition trials, presentation schedule, evaluative style, and contingency awareness. Behavior Research and Therapy, 30, 133-142. doi:10.1016/0005-7967(92)90136-5
Baeyens, F. Eelen, P., & Van den Bergh, O. (1990). Contingency awareness in evaluative conditioning: A case for unaware affective-evaluative learning. Cognition and Emotion, 4, 3-18.
Banaji, M. R., & Heiphetz, L. (2010). Attitudes. In D. T. Gilbert & S. T. Fiske (Eds.), Handbook of Social Psychology (pp. 353-393). Hoboken, NJ: John Wiley & Sons.
Berkowitz, L., Jaffee, S., Jo, E., & Troccoli, B. (2000). Some conditions affecting overcorrection of the judgment-distorting influence of one’s feelings. In J. P. Forgas (Ed.), Feeling and thinking: The role of affect in social cognition. Cambridge, England: Cambridge University Press.
Bierley, C., McSweeney, F. K, & Vannieuwkerk, R. (1985). Classical Conditioning of Preferences for Stimuli. Journal of Consumer Research, 12, 316-323.
Bohner, G., & Dickel, N. (2011). Attitudes and attitude change. Annual Review of Psychology, 62, 391-417. doi:10.1146/annurev.psych.121208.131609
Brendl, C. M., Markman, A. B., & Messner, C. (2001). How do indirect measures of evaluation work? Evaluating the inference of prejudice in the Implicit Association Test. Journal of Personality and Social Psychology, 81, 760-773. doi:10.1037//0022-3514.81.5.760
Brewer, M. B. (1999). The psychology of prejudice: Ingroup love or Outgroup hate? Journal of Social Issues, 55, 429-444. doi:10.1111/0022-4537.00126
Briñol, P., Horcajo, J., Becerra, A., Falces, C., & Sierra, B. (2002). Cambio de actitudes implícitas. Psicothema, 14, 771-775.
Briñol, P., & Petty, R. E. (2009). Persuasion: Insights from the self-validation hypothesis. Advances in Experimental Social Psychology, 41, 69-118. doi:10.1016/S0065-2601(08)00402-4
Chartrand, T. L. (2005). The role of conscious awareness in consumer behavior. Journal of Consumer Psychology, 15, 203–210.
Claux, D. (2009). “Tengo el Orgullo de ser Peruano y Soy Feliz” Upper Class Limeños, National Identity, and Cultural Change in the 21st Century (Unpublished master´s thesis). Institute for the Study of the Americas, London, United Kingdom.
Cohen, B. H. (1964). Role of awareness in meaning established by classical conditioning. Journal of Experimental psychology, 67, 373-378.
Conrey, F. R., Sherman, J. W., Gawronski, B., Hugenberg, K., & Groom, C. J. (2005). Separating multiple processes in implicit social cognition: The quad model of implicit task preference. Journal of Personality and Social Psychology, 89, 469-487. doi:10.1037/0022-3514.89.4.469
Crano, W. D., & Prislin, R. (2006). Attitudes and persuasion. Annual Review of Psychology, 57, 345-374. doi:10.1146/annurev.psych.57.102904.190034
Dasgupta, N., & Greenwald, A. G. (2001). On the malleability of automatic attitudes: Combating automatic prejudice with images of admired and disliked individuals. Journal of Personality and Social Psychology, 81, 800-814. doi:10.1037//0022-3514.81.5.800
De Houwer, J. (2001). Contingency awareness and evaluative conditioning: When will it be enough? Consciousness & Cognition: An International Journal, 10, 550-558. doi:10.1006/ccog.2001.0528
DeSteno, D., Petty, R. E., Wegener, D. T., & Rucker, D. D. (2000). Beyond valence in the perception of likelihood: The role of emotion specificity. Journal of Personality and Social Psychology, 78, 397-416
Dijksterhuis, A., Smith, P. K., van Baaren, R. B., & Wigboldus D. (2005). The Unconscious Consumer: Effects of Environment on Consumer Behavior. Journal of Consumer Psychology, 15, 193-202.
Eagly, A. H., & Chaiken, S. (1993). The Psychology of attitudes. Orlando, FL: Harcourt Brace Jovanovich.
Espinosa, A. (2011). Estudios sobre identidad nacional en el Perú y sus correlatos psicológicos, sociales y culturales (Unpublished doctoral dissertation). Universidad del País Vasco, San Sebastián, Spain.
Fazio, R. H., Sanbonmatsu, D. M., Powell, M. C., & Kardes, F. R. (1986). On the automatic activation of attitudes. Journal of Personality and Social Psychology, 50, 229–238. doi: 10.1037//0022-3514.50.2.229
Gawronski, B., & Bodenhausen, G. V. (2007). Unraveling the process underlying evaluation: attitudes from the perspective of the APE model. Social Cognition, 25, 687-717. doi: 10.1521/soco.2007.25.5.687
Gibson, B. (2008). Can evaluative conditioning change attitudes toward mature brands? New evidence from the Implicit Association Test. Journal of Consumer Research, 35, 178-188.
Greenwald, A. G., & Banaji, M. R. (1995). Implicit social cognition: Attitudes, self-esteem, and stereotypes. Psychological Review, 102, 4-27. doi: 10.1037//0033-295X.102.1.4
Greenwald, A. G., Banaji, M. R., & Nosek, B. A. (2003). Understanding and using the implicit association test: I. An improved scoring algorithm. Journal of Personality and Social Psychology, 85, 197-216. doi: 10.1037/0022-3514.85.2.197
Greenwald, A. G., McGhee, D. E., & Schwartz, J. L. K. (1998). Measuring individual differences in implicit cognition: The implicit association test. Journal of Personality and Social Psychology, 74, 1464-1480. doi: 10.1037//0022-3514.74.6.1464
Hemphill, J. F. (2003). Interpreting the magnitudes of correlation coefficients. American Psychologist, 58, 78-80. doi: 10.1037/0003-066X.58.1.78
Hermans, D., Spruyt, A., & Eelen, P. (2003). Automatic affective priming of recently acquired stimulus valence: Priming at SOA 300 but not at SOA 1000. Cognition & Emotion, 17, 83-99. doi: 10.1080/02699930302276
Kellaris, J. J., & Cox, A. D. (1989), The Effects of Background Music in Advertising: A Reassessment. Journal of Consumer Research, 16, 113-18.
Kim, J., Allen, C. T., & Kardes, F. R. (1996). An Investigation of the Mediational Mechanisms Underlying Attitudinal Conditioning, Journal of Marketing Research, 33, 318-28.
Messner, C., & Vosgerau, J. (2010). Cognitive Inertia and the Implicit Association Test. Journal of Marketing Research, 47, 374-386. doi: 10.1509/jmkr.47.2.374
Messner, C., & Vosgerau, J. (2009). Order Effects in the IAT. Advances in Consumer Research, 36, 38-40.
Mierke, J., & Klauer, K. C. (2001). Implicit association measurement with the IAT: Evidence for effects of executive control processes. Experimental Psychology, 48, 107-122. doi:10.1026//0949-3946.48.2.107
Nosek, B. A., Greenwald, A. G., & Banaji, M. R. (2005). Understanding and using the Implicit Association Test: II. Method variables and construct validity. Personality and Social Psychology Bulletin, 31, 166-180. doi:10.1177/0146167204271418
Olson, M. A., & Fazio, R. H. (2001). Implicit attitude formation through classical conditioning. Psychological Science, 12, 413-417
Prom Perú (2011). Uso de la marca país. Página oficial de la marca país: Perú. Retrieved from http://www.peru.info/
Razran, G. H. S. (1938). Conditioning away social bias by the luncheon technique. Psychological Bulletin, 37, 481.
Razran, G. H. S. (1971). Mind in evolution: An East-West synthesis of learned behavior and cognition. Boston: Houghton Mifflin.
Rothermund, K., & Wentura, D. (2004). Underlying processes in the Implicit Association Test: Dissociating salience from associations. Journal of Experimental Psychology: General, 133, 139-165. doi:10.1037/0096-3445.133.2.139
Rothermund, K., & Wentura, D. (2001). Figure ground asymmetries in the Implicit Association Test. Experimental Psychology, 48, 94-106. doi:10.1026//0949-3946.48.2.94
Rydell, R. J., & McConnell, A. R. (2006). Understanding implicit and explicit attitude change: A systems of reasoning analysis. Journal of Personality and Social Psychology, 91, 995-1008. doi: 10.1037/0022-3514.91.6.995
Rydell, R. J., McConnell, A. R., Strain, L. M., Claypool, H. M., & Hugenberg, K. (2007). Implicit and explicit attitudes respond differently to increasing amounts of counterattitudinal information. European Journal of Social Psychology, 37, 867-78. doi: 10.1002/ejsp.393
Schimmack, U., & Crites, S. L. (2005). The structure of affect. In D. Albarracín, B. T. Johnson, & M. P. Zanna (Eds.), The handbook of attitudes (pp. 397-435). Mahwah, NJ: Lawrence Erlbaum Associates Publishers.
Simon, B. (2004). Identity in a modern society: A social psychological perspective. Oxford: Blackwell.
Shimp, T. A., Stuart, E. W., & Engle, R. W. (1991). A program of classical conditioning experiments testing variations in the conditioned stimulus and context. Journal of Consumer Research, 18, 1-22.
Staats, A. W., & Staats, C. K. (1958). Attitudes established by classical conditioning. Journal of Abnormal and Social Psychology, 11, 187-192.
Strack, F., & Deutsch, R. (2004). Reflective and impulsive determinants of social behavior. Personality and Social Psychology Review, 8, 220-247. doi: 10.1207/s15327957pspr0803_1
Strick, M., van Baaren, R. B., Holland, R. W., & van Knippenberg, A. (2009). Humor in advertisements enhances product liking by mere association. Journal of Experimental Psychology: Applied, 15(1), 35-45. doi: 10.1037/a0014812
Stuart, E., Terrence, W., Shimp, A., & Engle, R. W. (1987). Classical Conditioning of Consumer Attitudes: Four Experiments in an Advertising Context, Journal of Consumer Research, 14, 334-49.
Tajfel, H., & Turner, J. C. (1986). The social identity theory of inter-group behavior. In S. Worchel, & L. W. Austin (Eds.), Psychology of Intergroup Relations. Chicago: Nelson-Hall.
Titinger, D. (2006). Dios es peruano. Lima: Planeta.
Thomas, W. I., & Znaniecki, F. (1918). The Polish peasant in Europe and America. Boston: Badger.
Turner, J. C., Brown, R. J. & Tajfel, H. (1979). Social comparison and group interest in ingroup favouritism. European Journal of Social Psychology, 9, 187-204. doi: 10.1002/ejsp.2420090207
Vignoles, V. L., Regalia, C., Manzi, C., Golledge, J., & Scabini, E. (2006). Beyond self-esteem: Influence of multiple motives on identity construction. Journal of Personality and Social Psychology, 90, 308-333.
Vivas, F. (2011, Marzo 19). Spots con rollo. El Comercio.pe. Retrieved from http://elcomercio.pe/impresa/notas/mucho-ojo-spots-rollo/20110319/729627
Wegener, D. T., & Petty, R. E. (1997). The Flexible Correction Model: The role of naive theories of bias in bias correction. In M. P. Zanna (Ed.), Advances in experimental social psychology (Vol. 29, pp. 141–208). Mahwah, NJ: Erlbaum
Allen, C. T., & Janiszewski, C. A. (1989). Assessing the role of contingency awareness in attitudinal conditioning with implications for advertising research. Journal of Marketing Research, 26, 30-43.
Allen, C. T., & Madden, T. J. (1985). A Closer Look at Classical Conditioning. Journal of Consumer Research, 12, 301-315.
Arellano, R. (2008). Bueno, bonito y barato (Vol. 2). Lima: Planeta.
Baeyens, F., Eelen, P., Crombez, G., & Van den Bergh, O. (1992). Human evaluative conditioning: Acquisition trials, presentation schedule, evaluative style, and contingency awareness. Behavior Research and Therapy, 30, 133-142. doi:10.1016/0005-7967(92)90136-5
Baeyens, F. Eelen, P., & Van den Bergh, O. (1990). Contingency awareness in evaluative conditioning: A case for unaware affective-evaluative learning. Cognition and Emotion, 4, 3-18.
Banaji, M. R., & Heiphetz, L. (2010). Attitudes. In D. T. Gilbert & S. T. Fiske (Eds.), Handbook of Social Psychology (pp. 353-393). Hoboken, NJ: John Wiley & Sons.
Berkowitz, L., Jaffee, S., Jo, E., & Troccoli, B. (2000). Some conditions affecting overcorrection of the judgment-distorting influence of one’s feelings. In J. P. Forgas (Ed.), Feeling and thinking: The role of affect in social cognition. Cambridge, England: Cambridge University Press.
Bierley, C., McSweeney, F. K, & Vannieuwkerk, R. (1985). Classical Conditioning of Preferences for Stimuli. Journal of Consumer Research, 12, 316-323.
Bohner, G., & Dickel, N. (2011). Attitudes and attitude change. Annual Review of Psychology, 62, 391-417. doi:10.1146/annurev.psych.121208.131609
Brendl, C. M., Markman, A. B., & Messner, C. (2001). How do indirect measures of evaluation work? Evaluating the inference of prejudice in the Implicit Association Test. Journal of Personality and Social Psychology, 81, 760-773. doi:10.1037//0022-3514.81.5.760
Brewer, M. B. (1999). The psychology of prejudice: Ingroup love or Outgroup hate? Journal of Social Issues, 55, 429-444. doi:10.1111/0022-4537.00126
Briñol, P., Horcajo, J., Becerra, A., Falces, C., & Sierra, B. (2002). Cambio de actitudes implícitas. Psicothema, 14, 771-775.
Briñol, P., & Petty, R. E. (2009). Persuasion: Insights from the self-validation hypothesis. Advances in Experimental Social Psychology, 41, 69-118. doi:10.1016/S0065-2601(08)00402-4
Chartrand, T. L. (2005). The role of conscious awareness in consumer behavior. Journal of Consumer Psychology, 15, 203–210.
Claux, D. (2009). “Tengo el Orgullo de ser Peruano y Soy Feliz” Upper Class Limeños, National Identity, and Cultural Change in the 21st Century (Unpublished master´s thesis). Institute for the Study of the Americas, London, United Kingdom.
Cohen, B. H. (1964). Role of awareness in meaning established by classical conditioning. Journal of Experimental psychology, 67, 373-378.
Conrey, F. R., Sherman, J. W., Gawronski, B., Hugenberg, K., & Groom, C. J. (2005). Separating multiple processes in implicit social cognition: The quad model of implicit task preference. Journal of Personality and Social Psychology, 89, 469-487. doi:10.1037/0022-3514.89.4.469
Crano, W. D., & Prislin, R. (2006). Attitudes and persuasion. Annual Review of Psychology, 57, 345-374. doi:10.1146/annurev.psych.57.102904.190034
Dasgupta, N., & Greenwald, A. G. (2001). On the malleability of automatic attitudes: Combating automatic prejudice with images of admired and disliked individuals. Journal of Personality and Social Psychology, 81, 800-814. doi:10.1037//0022-3514.81.5.800
De Houwer, J. (2001). Contingency awareness and evaluative conditioning: When will it be enough? Consciousness & Cognition: An International Journal, 10, 550-558. doi:10.1006/ccog.2001.0528
DeSteno, D., Petty, R. E., Wegener, D. T., & Rucker, D. D. (2000). Beyond valence in the perception of likelihood: The role of emotion specificity. Journal of Personality and Social Psychology, 78, 397-416
Dijksterhuis, A., Smith, P. K., van Baaren, R. B., & Wigboldus D. (2005). The Unconscious Consumer: Effects of Environment on Consumer Behavior. Journal of Consumer Psychology, 15, 193-202.
Eagly, A. H., & Chaiken, S. (1993). The Psychology of attitudes. Orlando, FL: Harcourt Brace Jovanovich.
Espinosa, A. (2011). Estudios sobre identidad nacional en el Perú y sus correlatos psicológicos, sociales y culturales (Unpublished doctoral dissertation). Universidad del País Vasco, San Sebastián, Spain.
Fazio, R. H., Sanbonmatsu, D. M., Powell, M. C., & Kardes, F. R. (1986). On the automatic activation of attitudes. Journal of Personality and Social Psychology, 50, 229–238. doi: 10.1037//0022-3514.50.2.229
Gawronski, B., & Bodenhausen, G. V. (2007). Unraveling the process underlying evaluation: attitudes from the perspective of the APE model. Social Cognition, 25, 687-717. doi: 10.1521/soco.2007.25.5.687
Gibson, B. (2008). Can evaluative conditioning change attitudes toward mature brands? New evidence from the Implicit Association Test. Journal of Consumer Research, 35, 178-188.
Greenwald, A. G., & Banaji, M. R. (1995). Implicit social cognition: Attitudes, self-esteem, and stereotypes. Psychological Review, 102, 4-27. doi: 10.1037//0033-295X.102.1.4
Greenwald, A. G., Banaji, M. R., & Nosek, B. A. (2003). Understanding and using the implicit association test: I. An improved scoring algorithm. Journal of Personality and Social Psychology, 85, 197-216. doi: 10.1037/0022-3514.85.2.197
Greenwald, A. G., McGhee, D. E., & Schwartz, J. L. K. (1998). Measuring individual differences in implicit cognition: The implicit association test. Journal of Personality and Social Psychology, 74, 1464-1480. doi: 10.1037//0022-3514.74.6.1464
Hemphill, J. F. (2003). Interpreting the magnitudes of correlation coefficients. American Psychologist, 58, 78-80. doi: 10.1037/0003-066X.58.1.78
Hermans, D., Spruyt, A., & Eelen, P. (2003). Automatic affective priming of recently acquired stimulus valence: Priming at SOA 300 but not at SOA 1000. Cognition & Emotion, 17, 83-99. doi: 10.1080/02699930302276
Kellaris, J. J., & Cox, A. D. (1989), The Effects of Background Music in Advertising: A Reassessment. Journal of Consumer Research, 16, 113-18.
Kim, J., Allen, C. T., & Kardes, F. R. (1996). An Investigation of the Mediational Mechanisms Underlying Attitudinal Conditioning, Journal of Marketing Research, 33, 318-28.
Messner, C., & Vosgerau, J. (2010). Cognitive Inertia and the Implicit Association Test. Journal of Marketing Research, 47, 374-386. doi: 10.1509/jmkr.47.2.374
Messner, C., & Vosgerau, J. (2009). Order Effects in the IAT. Advances in Consumer Research, 36, 38-40.
Mierke, J., & Klauer, K. C. (2001). Implicit association measurement with the IAT: Evidence for effects of executive control processes. Experimental Psychology, 48, 107-122. doi:10.1026//0949-3946.48.2.107
Nosek, B. A., Greenwald, A. G., & Banaji, M. R. (2005). Understanding and using the Implicit Association Test: II. Method variables and construct validity. Personality and Social Psychology Bulletin, 31, 166-180. doi:10.1177/0146167204271418
Olson, M. A., & Fazio, R. H. (2001). Implicit attitude formation through classical conditioning. Psychological Science, 12, 413-417
Prom Perú (2011). Uso de la marca país. Página oficial de la marca país: Perú. Retrieved from http://www.peru.info/
Razran, G. H. S. (1938). Conditioning away social bias by the luncheon technique. Psychological Bulletin, 37, 481.
Razran, G. H. S. (1971). Mind in evolution: An East-West synthesis of learned behavior and cognition. Boston: Houghton Mifflin.
Rothermund, K., & Wentura, D. (2004). Underlying processes in the Implicit Association Test: Dissociating salience from associations. Journal of Experimental Psychology: General, 133, 139-165. doi:10.1037/0096-3445.133.2.139
Rothermund, K., & Wentura, D. (2001). Figure ground asymmetries in the Implicit Association Test. Experimental Psychology, 48, 94-106. doi:10.1026//0949-3946.48.2.94
Rydell, R. J., & McConnell, A. R. (2006). Understanding implicit and explicit attitude change: A systems of reasoning analysis. Journal of Personality and Social Psychology, 91, 995-1008. doi: 10.1037/0022-3514.91.6.995
Rydell, R. J., McConnell, A. R., Strain, L. M., Claypool, H. M., & Hugenberg, K. (2007). Implicit and explicit attitudes respond differently to increasing amounts of counterattitudinal information. European Journal of Social Psychology, 37, 867-78. doi: 10.1002/ejsp.393
Schimmack, U., & Crites, S. L. (2005). The structure of affect. In D. Albarracín, B. T. Johnson, & M. P. Zanna (Eds.), The handbook of attitudes (pp. 397-435). Mahwah, NJ: Lawrence Erlbaum Associates Publishers.
Simon, B. (2004). Identity in a modern society: A social psychological perspective. Oxford: Blackwell.
Shimp, T. A., Stuart, E. W., & Engle, R. W. (1991). A program of classical conditioning experiments testing variations in the conditioned stimulus and context. Journal of Consumer Research, 18, 1-22.
Staats, A. W., & Staats, C. K. (1958). Attitudes established by classical conditioning. Journal of Abnormal and Social Psychology, 11, 187-192.
Strack, F., & Deutsch, R. (2004). Reflective and impulsive determinants of social behavior. Personality and Social Psychology Review, 8, 220-247. doi: 10.1207/s15327957pspr0803_1
Strick, M., van Baaren, R. B., Holland, R. W., & van Knippenberg, A. (2009). Humor in advertisements enhances product liking by mere association. Journal of Experimental Psychology: Applied, 15(1), 35-45. doi: 10.1037/a0014812
Stuart, E., Terrence, W., Shimp, A., & Engle, R. W. (1987). Classical Conditioning of Consumer Attitudes: Four Experiments in an Advertising Context, Journal of Consumer Research, 14, 334-49.
Tajfel, H., & Turner, J. C. (1986). The social identity theory of inter-group behavior. In S. Worchel, & L. W. Austin (Eds.), Psychology of Intergroup Relations. Chicago: Nelson-Hall.
Titinger, D. (2006). Dios es peruano. Lima: Planeta.
Thomas, W. I., & Znaniecki, F. (1918). The Polish peasant in Europe and America. Boston: Badger.
Turner, J. C., Brown, R. J. & Tajfel, H. (1979). Social comparison and group interest in ingroup favouritism. European Journal of Social Psychology, 9, 187-204. doi: 10.1002/ejsp.2420090207
Vignoles, V. L., Regalia, C., Manzi, C., Golledge, J., & Scabini, E. (2006). Beyond self-esteem: Influence of multiple motives on identity construction. Journal of Personality and Social Psychology, 90, 308-333.
Vivas, F. (2011, Marzo 19). Spots con rollo. El Comercio.pe. Retrieved from http://elcomercio.pe/impresa/notas/mucho-ojo-spots-rollo/20110319/729627
Wegener, D. T., & Petty, R. E. (1997). The Flexible Correction Model: The role of naive theories of bias in bias correction. In M. P. Zanna (Ed.), Advances in experimental social psychology (Vol. 29, pp. 141–208). Mahwah, NJ: Erlbaum
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2018-11-28
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How to Cite
Contextual information about the Peruvian national ingroup and its effect on attitudes towards a novel brand. (2018). LIBERABIT. Revista Peruana De Psicología, 24(2), 295-307. https://doi.org/10.24265/liberabit.2018.v24n2.09
