<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2631-2786</journal-id>
<journal-title><![CDATA[Revista Científica UISRAEL]]></journal-title>
<abbrev-journal-title><![CDATA[RCUISRAEL]]></abbrev-journal-title>
<issn>2631-2786</issn>
<publisher>
<publisher-name><![CDATA[Universidad Tecnológica Israel ]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2631-27862021000400133</article-id>
<article-id pub-id-type="doi">10.35290/rcui.v8n1e.2021.521</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Percepción del consumidor del sector comercial frente a la publicidad engañosa: un análisis en la provincia de Tungurahua]]></article-title>
<article-title xml:lang="en"><![CDATA[Consumer perception of the commercial sector in relation to misleading advertising: an analysis in the province of Tungurahua]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Vistin Mena]]></surname>
<given-names><![CDATA[Gorqui Elisalde]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Vistin Vistin]]></surname>
<given-names><![CDATA[Jair Manuel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Estatal de Bolívar  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Ecuador</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Estatal de Bolívar  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2021</year>
</pub-date>
<volume>8</volume>
<fpage>133</fpage>
<lpage>146</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_arttext&amp;pid=S2631-27862021000400133&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_abstract&amp;pid=S2631-27862021000400133&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_pdf&amp;pid=S2631-27862021000400133&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen  Esta investigación proporciona algunas de las primeras pruebas empíricas sobre la percepción de los consumidores sobre el engaño y el daño en la publicidad. Se ha centrado en los consumidores, a medida que ellos pueden ser burlados por los anuncios. De acuerdo al contexto de estudio, se tuvo un enfoque cualitativo y alcance descriptivo-correlacional, ya que se desarrolla y detalla la particularidad de un fenómeno; es decir, el problema de estudio. La muestra proviene de los consumidores del sector comercial de la provincia de Tungurahua, se trabajó con 384 individuos (98 hombres y 286 mujeres). Con base a un cuestionario de veinte preguntas se obtuvo el nivel de percepción de los anuncios publicitarios en los consumidores. Los resultados principales revelaron que las empresas comerciales si realizan ese tipo de publicidad engañosa, por lo tanto, los consumidores han revelado una actitud negativa hacia las decisiones de compra basadas en mensajes publicitarios. Por otra parte, el sistema de monitoreo, seguimiento y evaluación de contenido publicitario debe ser mucho más eficiente para contribuir a una mejora en el sistema ético publicitario.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract  This research provides some of the first empirical evidence on consumer perceptions of deception and harm in advertising. It has focused on consumers, as they may be misled by advertisements. According to the study context, it had a qualitative approach and descriptive-correlational scope, since it develops and details the particularity of a phenomenon; that is, the study problem. The sample comes from the consumers of the commercial sector of the province of Tungurahua, we worked with 384 individuals (98 men and 286 women). Based on a questionnaire of twenty questions, the level of perception of the advertisements in the consumers was obtained. The main results revealed that commercial companies do engage in this type of misleading advertising; therefore, consumers have revealed a negative attitude towards purchasing decisions based on advertising messages. On the other hand, the system of monitoring, tracking and evaluation of advertising content should be much more efficient to contribute to an improvement in the ethical advertising system.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[actitud del consumidor]]></kwd>
<kwd lng="es"><![CDATA[ética publicitaria]]></kwd>
<kwd lng="es"><![CDATA[publicidad engañosa]]></kwd>
<kwd lng="es"><![CDATA[percepción del consumidor.]]></kwd>
<kwd lng="en"><![CDATA[consumer attitude]]></kwd>
<kwd lng="en"><![CDATA[advertising ethics]]></kwd>
<kwd lng="en"><![CDATA[misleading advertising]]></kwd>
<kwd lng="en"><![CDATA[consumer perception.]]></kwd>
</kwd-group>
</article-meta>
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<given-names><![CDATA[W.]]></given-names>
</name>
<name>
<surname><![CDATA[Moriarty]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Burnett]]></surname>
<given-names><![CDATA[J]]></given-names>
</name>
</person-group>
<source><![CDATA[Advertising Principles &amp; Practice]]></source>
<year>2006</year>
<edition>7th</edition>
<publisher-name><![CDATA[Pearson Education, Inc]]></publisher-name>
</nlm-citation>
</ref>
</ref-list>
</back>
</article>
