scholarly journals Medición de Emociones en Los Jóvenes Hacia Emprendimientos de Bebidas de Guayusa: Implicaciones de Gestión para la Comercialización de Productos

2021 ◽  
Vol 17 (39) ◽  
pp. 42
Author(s):  
Dayana Jamile Romero-Buele ◽  
Diana Maribel Domínguez-Maldonado ◽  
Raquel Miroslava Tinoco-Egas ◽  
Jonathan Neptalí Peña-Herrera
Keyword(s):  
New Products ◽  
Behavioral Responses ◽  
Energy Drink ◽  
Purchase Decision ◽  
Brand Name ◽  
Validation Process ◽  
Consumer Responses ◽  
Natural Energy ◽  
Natural Type ◽  
The Brain

La métrica de las emociones a partir de dispositivos de Neuromarketing valida las respuestas de comportamiento del consumidor desde el cerebro ante los estímulos sensoriales, en este caso, el empaque a través de la vista, y el sabor mediante el gusto de las bebidas energéticas naturales, como método analítico de la neurociencia para la aprobación de nuevos productos en el mercado. Esta investigación exploratorio-experimental tiene como objetivo medir las emociones generadas en los jóvenes hacia emprendimientos de bebidas de Guayusa mediante aplicaciones de Neuromarketing para validar las respuestas del consumidor con su decisión de compra. Los participantes con edades entre 18 a 45 años, consumidores habituales de energizantes, degustaron ocho marcas de bebidas sin conocerlas, luego fueron expuestos a sus empaques. Mediante los datos de Diferencia Asimétrica Prefrontal obtenidos desde un electroencefalograma, fue posible corroborar la respuesta de bebida de mayor aceptación. La validación de aceptación a un nuevo emprendimiento desde la fisiología del cuerpo humano, implica un proceso moderno en la gestión para la comercialización de un nuevo producto, pues considera características específicas que determinan el comportamiento del consumidor. Los resultados prueban que las emociones juegan un rol importante, evidenciando que aún con ausencia en la percepción de orgullo en el tipo de bebida energizante tradicional o natural fue posible validar la marca con mayor aceptación entre los participantes. Emotion metrics from Neuromarketing devices validate consumer behavioral responses from the brain when exposed to sensorial stimuli. This study includes the analyze of consummer reactions when looking at the packaging and tasting the flavor of a natural energy drink Guayusa, used with an electroencephalography headset applied for getting marketing results as an analytical method from neuroscience to validate new products in the market before launching them. This descriptive-experimental research aims to measure the emotions generated in young people towards different brands of Guayusa natural drink through a Neuromarketing application to validate consumer responses regarding their final purchase decision. Participants between 18 to 45 years old with energy drinks consuming habits were considered for tasting eight new beverage brands and then being exposed to their packaging to get acknowledgement of their presentation appealing. Using the prefrontal asymmetric difference data obtained from an electroencephalogram, it was possible to corroborate the most popular beverage response. Validating acceptance of a new brand name, or a new taste was possible from the physiology of the human body of participants; this process implies a modern step in the management and the commercialization of new products. Specific characteristics that determine the consumer's behavior were considered as part of new implications for the commercialization validation process. The results prove that emotions play an important role, evidencing that even with the absence of pride in the traditional or natural type of energy drink, it was possible to validate the brand with greater acceptance among the participants.

scholarly journals Bio-Inspired Modality Fusion for Active Speaker Detection

2021 ◽  
Vol 11 (8) ◽  
pp. 3397
Author(s):  
Gustavo Assunção ◽  
Nuno Gonçalves ◽  
Paulo Menezes
Keyword(s):  
Superior Colliculus ◽  
Visual Information ◽  
Human Beings ◽  
Validation Process ◽  
Detection Approach ◽  
Wide Range ◽  
Speaker Detection ◽  
The One ◽  
The Brain ◽  
Fusion Ability

Human beings have developed fantastic abilities to integrate information from various sensory sources exploring their inherent complementarity. Perceptual capabilities are therefore heightened, enabling, for instance, the well-known "cocktail party" and McGurk effects, i.e., speech disambiguation from a panoply of sound signals. This fusion ability is also key in refining the perception of sound source location, as in distinguishing whose voice is being heard in a group conversation. Furthermore, neuroscience has successfully identified the superior colliculus region in the brain as the one responsible for this modality fusion, with a handful of biological models having been proposed to approach its underlying neurophysiological process. Deriving inspiration from one of these models, this paper presents a methodology for effectively fusing correlated auditory and visual information for active speaker detection. Such an ability can have a wide range of applications, from teleconferencing systems to social robotics. The detection approach initially routes auditory and visual information through two specialized neural network structures. The resulting embeddings are fused via a novel layer based on the superior colliculus, whose topological structure emulates spatial neuron cross-mapping of unimodal perceptual fields. The validation process employed two publicly available datasets, with achieved results confirming and greatly surpassing initial expectations.

A Neuromarketing Perspective for Assessing the Role and Impact of Typefaces on Consumer Purchase Decision

2020 ◽  
pp. 208-228
Author(s):  
Nihal Toros Ntapiapis ◽  
Çağla Özkardeşler
Keyword(s):  
Consumer Behavior ◽  
Literature Review ◽  
Human Cognition ◽  
Purchase Decision ◽  
Consumer Behaviors ◽  
Brain Functions ◽  
New Methods ◽  
Consumer Neuroscience ◽  
And Behavior ◽  
The Brain

Given increasing knowledge about how consumers communicate with texts, our understanding of how brain processes information remains relatively limited. Besides that, in today's world, advancing neuroscience-related technology and developments have changed the understanding of consumer behavior. In this regard, in the 1990s, consumer neuroscience and neuromarketing concepts were revealed. This new concept has brought a multi-disciplinary approach and new perceptions of human cognition and behavior. For measuring consumer behaviors through a new alternative method, research has started combining traditional marketing researches with these new methods. This chapter explores how typeface knowledge from the brain functions using neuroscience technology and the importance neurosciences methodologies have for readability research. Moreover, this chapter will evaluate how typefaces affect the purchase decision of the consumers and offer an integrative literature review.

Difficulties with synaptic theory of learning and memory and possible remedies

2000 ◽  
Vol 23 (4) ◽  
pp. 550-551
Author(s):  
Mikhail N. Zhadin
Keyword(s):  
Cerebral Cortex ◽  
Associative Learning ◽  
Learning And Memory ◽  
Hebbian Learning ◽  
Behavioral Responses ◽  
Learning Rules ◽  
The Brain

The absence of a clear influence of an animal's behavioral responses to Hebbian associative learning in the cerebral cortex requires some changes in the Hebbian learning rules. The participation of the brain monoaminergic systems in Hebbian associative learning is considered.

Company News

2001 ◽  
Vol 05 (11) ◽  
pp. 203-210
Keyword(s):  
Information Technology ◽  
Artificial Heart ◽  
New Products ◽  
Drug Application ◽  
New Venture ◽  
Artificial Heart Valve ◽  
Local Market ◽  
Valve Prosthesis ◽  
Brand Name ◽  
New Drug Application

Information Technology Propels SingHealth into the 21th Century. India's Top Biotech Firm Receives Award for R&D. Biotech Company BresaGen Clones Australia's First Pig. Taiwan's Biggest Conglomerates Jump on Biotechnology Bandwagon. Roche Launches Brand Name Drug in China. NexMed Files New Drug Application for Sexual Dysfuction. Australia's Analytica Collaborates with Chinese TCM School. Taiwan Sinphar Signs MOU with US Nutraceutix. Hyclone of US Helps China's Institute Commercialize Calf's Serum. Barenburg of US Offers Free Grass Seeds to China's Largest Cow-Raising County. India's Candila to Introduce New Products. Tata Group's Rallis Downsizes. Indian Institutes Develop New Artificial Heart Valve Prosthesis. DuPont to Expand Operations in India. India's Aurobindo Pharma Offers AIDS Drug at Reduced Price to Local Market. Chiron and Rhein Biotech Jointly Develop Combination Pediatric Vaccines. Thai Company Aims to Create Herbivorous Pig. New Venture for Zydus Cadila. Takeda Chemicals Licenses Simulations Plus' Pharma Software.

Effects of pronoun brand name perspective and positioning on brand attitude

2015 ◽  
Vol 24 (2) ◽  
pp. 157-164 ◽  
Author(s):  
Luke Kachersky ◽  
Marina Carnevale
Keyword(s):  
Relative Effectiveness ◽  
Consumer Preference ◽  
Self Esteem ◽  
Brand Names ◽  
Social Benefits ◽  
Brand Name ◽  
Second Person ◽  
Content Type ◽  
Consumer Responses ◽  
Person Pronoun

Purpose – The purpose of this paper is to investigate the relative effectiveness of the second-person pronoun perspective within a brand name (as in “You”Tube) and the first-person pronoun perspective (as in “i”Phone). Design/methodology/approach – Drawing on prior research on self-concept, general pronoun usage and the fit between branding tactics and positioning, it is predicted that “you” will garner more favorable consumer responses when the brand is positioned on social benefits, while “I” will garner more favorable responses when the brand is positioned on personal benefits. These predictions are tested in two experiments with US consumers. Findings – When the brand in the experiment was positioned for its social benefits, “you” elicited more favorable brand attitudes than “I”, while the opposite was true when the brand was positioned for its personal benefits. This effect tends to be stronger among those with higher self-esteem. Practical implications – Managers can make more informed pronoun brand name selections based on their brand’s intended positioning – if it is social, “you” should be used; if it is personal, “I” should be used. Originality/value – The influence of pronouns in brand names is still largely unexplored. This research is the first to examine “you” brand names and also sheds light on how another marketing variable – positioning – impacts consumer preference for pronoun brand names. Finally, this work shows that such effects are more pronounced for those with higher self-esteem.

Hotel discount strategies on consumer responses: the role of involvement

2014 ◽  
Vol 69 (4) ◽  
pp. 284-296 ◽  
Author(s):  
Seung Hyun Lee ◽  
Billy Bai
Keyword(s):  
Behavioral Intention ◽  
Positive Emotion ◽  
Behavioral Responses ◽  
Theoretical Understanding ◽  
Content Type ◽  
Consumer Responses ◽  
Quasi Experimental ◽  
The Impact ◽  
To Receive

Purpose – This paper aims to examine the impact of hotel discount strategies on consumers’ emotional and behavioral responses in the presence of differential levels of involvement in discount acquisition. Design/methodology/approach – Discount strategies and the high- and low-involvement variables were fully cross-examined, yielding a 2 × 2 factorial quasi experimental design. In all, 120 surveys were collected, and multivariate analysis of variance was used for data analysis. Findings – The results suggest that fenced discounts that require consumers to accept restrictions to receive a discount generated more positive emotion and stronger behavioral intention. Moreover, an interaction effect was found between consumer’s involvement and discounts on emotional and behavioral responses toward discount-acquiring experience. Highly involved consumers resulted in more positive emotional and stronger behavioral responses (e.g. pride, gratitude, word-of-mouth and retention) from obtaining a fenced discount that requires consumers’ efforts or sacrifices. On contrary, consumers with low involvement tend to appreciate more of a fixed discount given to anyone without restrictions. Practical implications – Hotels should implement a fenced discount when they design discounts targeting at high-involvement consumers. For low-involvement consumers, a fixed discount appears to generate more positive emotion and stronger behavioral intention. Originality/value – The study enhances the theoretical understanding of consumers’ emotional and behavioral responses toward discount-acquiring experience with different levels of involvement.

scholarly journals Inconsistencies in the assessment of food intake

2012 ◽  
Vol 303 (12) ◽  
pp. E1408-E1418 ◽  
Author(s):  
Stephen C. Woods ◽  
Wolfgang Langhans
Keyword(s):  
Food Intake ◽  
Energy Intake ◽  
Body Fat ◽  
Energy Homeostasis ◽  
Behavioral Responses ◽  
Normal Function ◽  
Direct Proportion ◽  
Heated Debate ◽  
The Brain ◽  
Reducing Energy

Many peptides and other compounds that influence metabolism also influence food intake, and numerous hypotheses explaining the observed effects in terms of energy homeostasis have been suggested over the years. For example, cholecystokinin (CCK), a duodenal peptide secreted during meals that aids in digestion, also reduces ongoing food intake, thereby contributing to satiation; and insulin and leptin, hormones secreted in direct proportion to body fat, act in the brain to help control adiposity by reducing energy intake. These behavioral actions are often considered to be hard-wired, such that negative experiments, in which an administered compound fails to have its purported effect, are generally disregarded. In point of fact, failures to replicate the effects of compounds on food intake are commonplace, and this occurs both between and within laboratories. Failures to replicate have historically fueled heated debate about the efficacy and/or normal function of one or another compound, leading to confusion and ambiguity in the literature. We review these phenomena and their implications and argue that, rather than eliciting hard-wired behavioral responses in the maintenance of homeostasis, compounds that alter food intake are subjected to numerous influences that can render them completely ineffective at times and that a major reason for this variance is that food intake is not under stringent homeostatic control.

scholarly journals Energy Drink Administration in Combination with Alcohol Causes an Inflammatory Response and Oxidative Stress in the Hippocampus and Temporal Cortex of Rats

2016 ◽  
Vol 2016 ◽  
pp. 1-9 ◽  
Author(s):  
Alfonso Díaz ◽  
Samuel Treviño ◽  
Jorge Guevara ◽  
Guadalupe Muñoz-Arenas ◽  
Eduardo Brambila ◽  
...  
Keyword(s):  
Oxidative Stress ◽  
Cell Death ◽  
Inflammatory Response ◽  
Temporal Cortex ◽  
Energy Drink ◽  
Brain Regions ◽  
Adult Rats ◽  
Mechanisms Of Toxicity ◽  
The Brain ◽  
And Oxidative Stress

Energy drinks (EDs) are often consumed in combination with alcohol because they reduce the depressant effects of alcohol. However, different researches suggest that chronic use of these psychoactive substances in combination with alcohol can trigger an oxidative and inflammatory response. These processes are regulated by both a reactive astrogliosis and an increase of proinflammatory cytokines such as IL-1β, TNF-α, and iNOS, causing cell death (apoptosis) at the central and peripheral nervous systems. Currently, mechanisms of toxicity caused by mixing alcohol and ED in the brain are not well known. In this study, we evaluated the effect of chronic alcohol consumption in combination with ED on inflammatory response and oxidative stress in the temporal cortex (TCx) and hippocampus (Hp) of adult rats (90 days old). Our results demonstrated that consuming a mixture of alcohol and ED for 60 days induced an increase in reactive gliosis, IL-1β, TNF-α, iNOS, reactive oxygen species, lipid peroxidation, and nitric oxide, in the TCx and Hp. We also found immunoreactivity to caspase-3 and a decrease of synaptophysin in the same brain regions. The results suggested that chronic consumption of alcohol in combination with ED causes an inflammatory response and oxidative stress, which induced cell death via apoptosis in the TCx and Hp of the adult rats.

scholarly journals Factors Affecting Pouch Milk Purchase in Kathmandu

2019 ◽  
Vol 33 (2) ◽  
pp. 81-90
Author(s):  
Sajeeb Kumar Shrestha
Keyword(s):  
Regression Analysis ◽  
Correlation Analysis ◽  
Sampling Method ◽  
Household Consumption ◽  
Descriptive Statistics ◽  
Purchase Decision ◽  
Brand Name ◽  
Factors Affecting ◽  
Convenience Sampling ◽  
Positivist Approach

This research attempts to measure factors affecting pouch milk purchase in Nepalese context. Positivist approach was used and descriptive and causal study was designed. Questionnaire survey was done and structured questionnaires were designed to collect data. Subjects of the study were respondents who purchase pouch milk regularly for household consumption. 200 samples were taken based on convenience sampling method. Data were analyzed thoroughly by reliability analysis, descriptive statistics, correlation analysis and regression analysis. The research confirmed quality and brand name had influence on pouch milk purchase decision. No support was found for price, availability and promotion in pouch milk purchase context.

scholarly journals Making the brain-activity-to-information leap using a novel framework: Stimulus Information Representation (SIR)

2019 ◽  
Author(s):  
Philippe G. Schyns ◽  
Robin A.A. Ince
Keyword(s):  
Brain Imaging ◽  
Brain Activity ◽  
Behavioral Responses ◽  
Data Driven ◽  
Information Representation ◽  
Stimulus Information ◽  
Fundamental Challenge ◽  
Per Se ◽  
The Brain ◽  
Different Levels

AbstractA fundamental challenge in neuroscience is to understand how the brain processes information. Neuroscientists have approached this question partly by measuring brain activity in space, time and at different levels of granularity. However, our aim is not to discover brain activity per se, but to understand the processing of information that this activity reflects. To make this brain-activity-to-information leap, we believe that we should reconsider brain imaging from the methodological foundations of psychology. With this goal in mind, we have developed a new data-driven framework, called Stimulus Information Representation (SIR), that enables us to better understand how the brain processes information from measures of brain activity and behavioral responses. In this article, we explain this approach, its strengths and limitations, and how it can be applied to understand how the brain processes information to perform behavior in a task.“It is no good poking around in the brain without some idea of what one is looking for. That would be like trying to find a needle in a haystack without having any idea what needles look like. The theorist is the [person] who might reasonably be asked for [their] opinion about the appearance of needles.” HC Longuet-Higgins, 1969.

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