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1 – 10 of 75Ana M. Arboleda, Carlos Arce-Lopera and Samuel González
The purpose of this paper is evaluate to what extent consumers can recognise a scent within a context that is congruent either with the product or with the user, respectively…
Abstract
Purpose
The purpose of this paper is evaluate to what extent consumers can recognise a scent within a context that is congruent either with the product or with the user, respectively, objects’ quality or subjects’ involvement.
Design/methodology/approach
This paper consists of two experimental studies. The first study assesses people’s capacity to recognise three scents: leather, synthetic leather, and fabric. The second study assesses the way in which a frame of reference (quality or involvement) affects people’s capacity for scent recognition (leather and fabric).
Findings
Results confirm the difficulty of scent recognition revealing, in the first study, a low level of consistency in subjects’ responses. The second study shows an interaction between the type of scent and consumers’ framework: subjects who are primed to think about product quality present more accurate scent recognition when they smell leather, whereas subjects who are primed to think about themselves present more accurate scent recognition when they smell fabric.
Practical implications
These results can be used in brand communication. A scent, such as that of leather, should highlight quality attributes in its communication. If the product is unscented, communication should highlight the subject who uses the product.
Originality/value
Previous studies show the importance of the consistency between scent and product marketing strategies. This study complements these findings by differentiating the context where a scent is presented considering either the product (the object’s quality attributes) or the individual who uses that product (subject’s involvement).
Propósito
Este estudio evalúa en qué medida los consumidores pueden reconocer un aroma en un contexto congruente con el producto o con el usuario, respectivamente, calidad del objeto o involucramiento del sujeto.
Diseño/metodología/aproximación
Este artículo consiste en dos estudios experimentales. El primero evalúa la capacidad de los individuos para reconocer tres aromas: cuero, cuero sintético y tela. El segundo estudio evalúa de qué forma un contexto de referencia (calidad o involucramiento) influye en la capacidad para reconocer un aroma (cuero y tela).
Hallazgos
Los resultados confirman la dificultad para el reconocimiento del aroma mostrando, en el primer estudio, un bajo nivel de consistencia en las respuestas de los sujetos. El segundo estudio muestra una interacción entre el tipo de aroma y el contexto de los consumidores: Sujetos que se les induce a pensar en la calidad del producto tienen un reconocimiento del aroma más acertado cuando huelen cuero; mientras que sujetos que se inducen a pensar en sí mismos tienen un reconocimiento del aroma más acertado cuando huelen tela.
Implicaciones prácticas
Los resultados pueden ser utilizados en la comunicación de la marca. Un aroma, como el del cuero, deberá destacar en la comunicación atributos de calidad. Si el producto no tiene aroma, la comunicación debe destacar el sujeto que usa el producto.
Originalidad/valor
Estudios previos señalan la importancia de la consistencia entre el aroma y las estrategias de mercadeo de un producto. Este estudio complementa estos hallazgos diferenciando el contexto en el que se presenta un aroma considerando el producto (atributos de calidad del objeto) o el individuo quien lo usa (involucramiento del sujeto).
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Edgar Eugenio Ramírez de la Cruz and Edna Liliana Gómez Fernández
The purpose of this chapter is to present a case studio on a successful urban sustainability public policy in Mexico: Línea Verde. The main goal of Línea Verde was to improve the…
Abstract
Purpose
The purpose of this chapter is to present a case studio on a successful urban sustainability public policy in Mexico: Línea Verde. The main goal of Línea Verde was to improve the inhabitant’s welfare through a sustainability project.
Methodology/approach
From a theoretical discussion and empirical research methods, throughout this chapter we present the results and discuss the possible elements that explain successful sustainable public policies.
Findings
Our main findings are that complex contexts like the Mexican – budgetary impediments, weak institutions, corruption, and federal fragmentations – political abilities seem to enable the final implementation of the project.
Practical implications
This case works as a laboratory of ideas to implement easily, or more effective, environmental policies in countries as complex as, or less than Mexico. Also, this case is valuable in terms of local governments’ analysis and their limitations and opportunities to implement successful environmental projects. The above, however, cannot applied exactly as described in this chapter, since political abilities cannot be manipulated, but this chapter opens future researches on what can explain successful sustainable policies or, if people’s relations may be more important than the policy design.
Social implications
This case highlights the importance of politics in the implementation of environmental policies in local governments with budgetary limitations.
Originality/value
This case is unique per se because runs throughout an old oil pipe; also, it got enough financing and actors helping the whole project, it had a good policy design that could never succeed if it wasn’t for politics.
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