Self-Organized Criticality, Plasticity and Sensorimotor Coupling. Explorations with a Neurorobotic Model in a Behavioural Preference Task

During the last two decades, analysis of 1/f noise in cognitive science has led to a considerable progress in the way we understand the organization of our mental life. However, there is still a lack of specific models providing explanations of how 1/f noise is generated in coupled brain-body-environment systems, since existing models and experiments typically target either externally observable behaviour or isolated neuronal systems but do not address the interplay between neuronal mechanisms and sensorimotor dynamics. We present a conceptual model of a minimal neurorobotic agent solving a behavioural task that makes it possible to relate mechanistic (neurodynamic) and behavioural levels of description. The model consists of a simulated robot controlled by a network of Kuramoto oscillators with homeostatic plasticity and the ability to develop behavioural preferences mediated by sensorimotor patterns. With only three oscillators, this simple model displays self-organized criticality in the form of robust 1/f noise and a wide multifractal spectrum. We show that the emergence of self-organized criticality and 1/f noise in our model is the result of three simultaneous conditions: a) non-linear interaction dynamics capable of generating stable collective patterns, b) internal plastic mechanisms modulating the sensorimotor flows, and c) strong sensorimotor coupling with the environment that induces transient metastable neurodynamic regimes. We carry out a number of experiments to show that both synaptic plasticity and strong sensorimotor coupling play a necessary role, as constituents of self-organized criticality, in the generation of 1/f noise. The experiments also shown to be useful to test the robustness of 1/f scaling comparing the results of different techniques. We finally discuss the role of conceptual models as mediators between nomothetic and mechanistic models and how they can inform future experimental research where self-organized critically includes sensorimotor coupling among the essential interaction-dominant process giving rise to 1/f noise.

Confianza del consumidor en la compra a través de Internet: una propuesta de modelización basada en la jerarquía de aprendizaje estándar

[ES] Este trabajo se encuadra dentro de los estudios centrados en el análisis del comportamiento de compra del consumidor en Internet. Nos centramos en la adaptación del modelo de la jerarquía de efectos basado en su variante de la jerarquía estándar de aprendizaje para proponer teóricamente un modelo conceptual que explica cómo las creencias —i.e. diseño, velocidad de interacción, beneficios sociales y privacidad— y actitudes del consumidor hacia Internet, como medio de comunicación, pueden considerarse como determinantes plausibles de la confianza en la compra online. Asimismo, en nuestro modelo se plantea que las opiniones del consumidor respecto a la compra a distancia también deben ejercer una influencia sobre sus valoraciones de Internet, como medio de comunicación y, especialmente, de compra.

Aplicación de la Lógica Dominante del servicio (LDS) en el sector turístico: el marketing interno como antecedente de la cultura de co-creación de innovaciones con clientes y empleados

[ES] Este trabajo trata de profundizar en la comprensión del concepto de marketing interno (MI), considerado como un recurso operante desde la óptica de la Lógica Dominante del Servicio (LDS), así como en su influencia en la obtención de resultados empresariales superiores a los de la competencia. Para ello, se examina el efecto del MI en la predisposición de las empresas analizadas a que sus clientes y empleados de primera línea participen en el desarrollo de innovaciones de servicio, ampliando de este modo, de acuerdo con la LDS, las oportunidades de co-creación de valor disponibles para las organizaciones. Para contrastar las hipótesis planteadas se aplica un análisis de ecuaciones estructurales a la información facilitada por los gerentes de 240 hoteles de una muestra de ámbito nacional.

Measuring the influence of customer-based store brand equity in the purchase intention

[EN] Store brands account for and important market share in the Spain and a further increase in expected in the next years due to the downturn. However, there is lack of research on store brand customer-based Brand Equity. This study attempts to propose an integrated model of Brand Equity in store or retailer brands, based on Aaker s well-known conceptual model. We propose a consumer-based model, including the main sources or dimensions of Brand Equity and considering the intention to purchase as a consequence. Based on a sample of 362 consumers and 5 store brands, structural equation modeling is used to test research hypotheses. The results obtained reveal that store brand awareness, loyalty along with store brand perceived quality have a significant influence on consumers intention to purchase store brands. Our study suggests that marketers and marketing managers from retailing companies should carefully consider the Brand Equity components when designing their brand strategies, and develop marketing activities in order to enhance their brands awareness.

Brand image and lexicographic analysis: an application to shopping malls

[EN] The concept of image in its different aspects is very important in today s society as well as in the business management field. Some authors reports that most of the studies that measure image do not take into account neither previous theoretical and conceptual models nor other possible empirical evidence alternatives. Given this need, a research regarding the concept of brand image applied to shopping malls was conducted based on the conceptual model of the consumer cognitive response in order to empirically explore and contrast it. For this reason, a survey was applied to 420 consumers in five shopping malls in Bogotá, achieving a database of 3.749 cases. The results show attribute-shopping mall associations expressed in unique, differentiated, and notorious vocabulary obtained applying lexicometric and multivariate analysis techniques. Attribute-shopping mall associations such as spacious , good location , good variety of stores , and the existence of movie theaters . Finally, this research aims to potentially improve the management of shopping malls and increase their attractiveness and customer loyalty by applying the development of service quality systems, integral communication, segmentation, and positioning.