El Lado Emocional de las Promociones por Tiempo Limitado
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El objetivo del presente estudio fue analizar el impacto de las ofertas por tiempo limitado (OTL) en la disposición de compra del consumidor, considerando el efecto mediador de la reactancia psicológica y la percepción de escasez. El método consistió en dos estudios experimentales con enfoque cuantitativo: un modelo estructural (n = 368) y un análisis con herramientas de neuromarketing (n = 40). Los resultados muestran que las OTL aumentan la intención de compra, pero la reactancia actúa como mediador negativo más influyente que la escasez. La originalidad del estudio radica en combinar análisis emocional y visual para explicar este fenómeno. Entre los hallazgos destaca que el deseo de posesión intensifica la reactancia. La principal limitación es la aplicación en un solo tipo de producto. Se concluye que la efectividad de las OTL depende de factores psicológicos específicos y del tipo de producto que está bajo consideración.
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