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  • br Limitations and future lines of

    2018-10-24


    Limitations and future lines of investigation This exploratory study has a series of limitations. First, the use of a sample of university students from a specific school can affect the external validity of the results. Second, we studied parental influence in only one region of Spain. Thus, a comparison of the model\'s performance in other geographical areas is recommended. Third, we analyzed parental influence at a particular moment for a group of youth. It would be useful to know if this influence is diluted with age or if it is stable over time. However, it is difficult to combine triads of data from fathers, mothers, and children when the children are middle-aged. Finally, we did not examine the possible effects or consequences of levels of regional ethnocentrism on the intention to buy, the evaluation of local products or actual purchase. Some studies that analyze the consequences of consumer ethnocentrism are worth mentioning, such as that conducted by Fernández-Ferrín and Bande-Vilela (2013) on Galician consumers as well as García-Gallego and Chamorro-Mera (2016) and García-Gallego et al. (2015) on consumers from Extremadura.
    Conflict of interest
    Introduction The advertising industry and the scientific buy l-name are interested in analyzing the role of gender in the media, and this is due to the role advertising plays as a socializing agent (Piñeiro Otero, 2010). This interest has given rise to studies on the topic, although the majority focus on television and few of them have analyzed radio despite its high level of penetration. According to Radio Advertising Bureau (2016), radio allows to select any segment of population because reaching over 93% of people age 12 and older every week and 78% daily. Also radio generates a high levels of loyalty and engaging and these can be transferred to its advertising. This study was conducted in Spain, where almost 60.4 percent of the population listens to the radio on a daily basis (AIMC-EGM, 2016). The audience is comprised mainly of men, but the difference when compared to the percentage that makes up the female audience would not seem sufficient to justify the predominance of male voices. However, in the Spanish context, several studies highlight the fact that radio advertising is clearly dominated by male voices (Perona & Barbeito, 2008). These results give rise to the following question: is the predominance of male voices in Spanish advertising justified? Some studies argue that this predominance in radio advertising may be due to their lower vocal pitch as low-pitched voices are considered more serious, credible, safe and powerful than high-pitched voices, which are defined as sweet, familiar and cheerful (Perona & Barbeito, 2008). This link between low-pitched voices and the male gender leads to paradoxical situations such as using male voices in radio ads targeted at women – as the aim is to assign the message greater credibility – forgetting that listeners need to identify themselves with the protagonist of the message. The fact that voices are considered in terms of gender has favored the perpetuation of vocal stereotypes that could justify this situation. That is why there is a need for studies which analyze the potential of different voices when it comes to transmitting a radio message since, as Keith (1992) underlines, the choice of spokesperson is one of the most important decisions in advertising. For this reason, the selection should follow phonogenic criteria. The most phonogenic voices are the ones within the lower ranges. They transmit greater trust, as they are associated with attributes such as safety and credibility. Thus, as Rodero (2001) shows, this leads us to establish the notion that positive connotations linked to low-pitched voices are valid for both genders, and that these qualities being exclusively attributed to male voices, as is currently the case, is not justified. This fallacy has also led to the situation where female voices are being associated with the more negative characteristics linked to higher vocal ranges. Along this line, Madaran and Catterall (2000) state that feminine traits include empathy, helpfulness, caring, and recognition of community interests. In contrast, masculine traits include an ability to be impersonal, self-interested, and efficient.