Gatilhos mentais nas propagandas de refrigerante: o impacto da persuasão na intenção de consumo

Abstract

The marketing of soft drinks often relies on persuasive strategies to influence consumer perception. Among these strategies, the use of mental triggers has proven to be particularly effective. Given this relevance, this study sought to measure and verify whether the application of these triggers in Coca-Cola advertisements can influence consumer purchase intentions. Through a descriptive and quantitative research approach, online questionnaires were administered to both soda consumers and non-consumers. It was found that mental triggers in advertisements positively influenced purchase intentions. The Christmas advertisement, which used the Social Approval trigger, garnered the most attention, followed by the New Year and Father's Day ads, which employed the triggers of Reciprocity and Commitment, respectively. These results reinforce the importance of mental triggers as an effective strategy in beverage marketing.