Femvertising and its impact on psychological reactance and purchase intention of Mexican female consumers

This work focuses on the study of femvertising advertising strategy. It references feminist theories and theory psychological reactance to understand impact Mexican female consumers' purchase intention. A mixed methodology was applied, with a content analysis reception questionnaire (N=666) consumers. The results show higher intention lower in consumers spots. main conclusion is that implementation strategy spots aimed at women produces an increase their decrease compared conventional (non-femvertising) ads because generates greater identification ad by projecting woman more authentic close way.