How neuroscience and sensorial theories can affect the marketing of different companies’ products and services?

El vertiginoso y competitivo panorama actual de los negocios, hace del mercadeo una herramienta muy importante para crecer o incluso sobrevivir. Hay muchas teorías alrededor de como vender un producto, servicio o idea, sin embargo la mayoría de estas consideran sólo las preferencias expresadas de forma consciente y las decisiones racionales. Este trabajo pretende hacer un acercamiento a las teorías de la neurociencia, como la sinergía entre los sentidos del ser humano y de como estas pueden nutrir el ámbito del mercadeo, por ello, se van a estudiar bibliografía relevante en torno a esta área para enmarcar el propósito del estudio. Después de la información obtenida a través de esta revisión, se analizaran dos importantes ejemplos de empresas mundialmente conocidas que han hecho uso de la neurociencia para el desarrollo de su mercadeo. Después de esto se concluye, a través de la información estudiada y analizada, cómo la neurociencia y las teorías multisensoriales pueden afectar el mercadeo de los diferentes productos y servicios. Este documento pretende vislumbrar efectos del mercadeo sobre las preferencias que nuestros cerebros muestran a través de la neurociencia, incluso si no sabemos sobre ellas.

Does the unemployment benefit institution affect the productivity of workers? evidence from a field experiment

We investigate whether and how the type of unemployment benefit institution affects productivity. We designed a field experiment to compare workers’ productivity under a welfare system, where the unemployed receive an unconditional monetary transfer, with their productivity under a workfare system, where the transfer is received conditional on the unemployed spending some time on ancillary activities. First, we find that having an unemployment benefit institution, regardless of whether it makes transfers conditional or unconditional, increases workers’ productivity. Second, we find that productivity is higher under Welfare than under Workfare. Becoming unemployed under Welfare comes at the psychological cost of a drop in self-esteem, presumably due to the shame or stigma associated with receiving an unconditional unemployment benefit. We document the empirical relevance of precisely this channel. The differences we observe in productivity suggest that this psychological cost acts as an extra nonmonetary incentive for workers under Welfare to put a higher effort in their work.

How do inequality affect tax morale in Latin America and Caribbean?

Latin America is well known as an inequitable region. As it is recognized, inequality and corruption perception weaken the way that political institutions works and the democratic system. Focusing on Latin American and Caribbean countries, this paper analyzes what are the elements shaping tax morale. In particular, how the context influences ethical grounds decisions such as the predisposition to pay taxes is analyzed, using the survey carried out in 2005 by Latinobarometro. The objective is to analyze how country performance determines tax morale. To do so, four probitmodels are estimated using Gini index, Transparency International Corruption Perception Index and Gross Domestic Product per capita (GDPpc) as explanatory variables. As expected we found that some socio-demographic variables play a relevant role. Interestingly, we also found that, in this attitude, LAC countries do not register a gender bias. However, those are not our main contributions to the literature on the field. The most important results are linked to: 1) the levelmatters, GDPpc increases the probability of people having tax morale, 2) moreover, income distributionalso influence on tax morale but in opposite direction and 3) corruption perception also reduces tax morale. Those results show that the quality of institutions matters and therefore, the way that democracy works play a relevant role.