Marketing experiencial, emoções, satisfação e lealdade

O marketing transacional apresenta-se nos dias de hoje insuficiente para fazer face às exigências de um consumidor mais participativo, seletivo e crítico. No mercado global, industrializado e em constante evolução tecnológica, é, cada vez mais, difícil obter um grau de diferenciação assente apenas nos benefícios funcionais e racionais. O marketing transacional evoluiu para o marketing relacional, constituindo o cliente o centro do processo de trocas. A economia das experiências alterou a forma como as marcas trabalham o mercado, introduzindo o conceito de experiências, o que por sua vez conceptualizou o marketing experiencial, orientado para a gestão da experiência do cliente, transformando o ato de consumo em algo memorável, cheio de estímulos sensoriais e emocionais, convertendo-se, por vezes, no próprio produto, seja ele de âmbito industrial, desportivo ou mesmo cultural. Este grau de envolvimento do cliente com a marca é elemento gerador de emoção, de satisfação, de lealdade e de valor. Este trabalho pretendeu analisar a importância e os componentes estimuladores do marketing experiencial e a sua relação com as emoções, satisfação e a lealdade dos consumidores no evento cultural “Serralves em festa 2013”. Para tal, utilizamos uma metodologia de investigação quantitativa, com recurso a análise de equações estruturais, suportada por uma pesquisa teórica. O estudo empírico realizado, baseado num inquérito por questionário, possibilitou obter uma amostra de 264 respostas válidas. Após a validação e melhoria das escalas de medida dos conceitos, os resultados destas e do modelo estrutural demonstraram valores adequados. Estudaram-se e comprovaram-se as relações previstas nas hipóteses, nomeadamente, a relação positiva do impacto das experiências no comportamento do consumidor, designadamente, na sua emoção e satisfação e o impacto destas na sua lealdade. Entre as variáveis estudadas foram obtidos interessantes níveis de correlação e capacidades preditivas.

Recycling old screen-printed electrodes with newly designed plastic antibodies on the wall of carbon nanotubes as sensory element for in situ detection of bacterial toxins in water

Using low cost portable devices that enable a single analytical step for screening environmental contaminants is today a demanding issue. This concept is here tried out by recycling screen-printed electrodes that were to be disposed of and by choosing as sensory element a low cost material offering specific response for an environmental contaminant. Microcystins (MCs) were used as target analyte, for being dangerous toxins produced by cyanobacteria released into water bodies. The sensory element was a plastic antibody designed by surface imprinting with carefully selected monomers to ensure a specific response. These were designed on the wall of carbon nanotubes, taking advantage of their exceptional electrical properties. The stereochemical ability of the sensory material to detect MCs was checked by preparing blank materials where the imprinting stage was made without the template molecule. The novel sensory material for MCs was introduced in a polymeric matrix and evaluated against potentiometric measurements. Nernstian response was observed from 7.24 × 10−10 to 1.28 × 10−9 M in buffer solution (10 mM HEPES, 150 mM NaCl, pH 6.6), with average slopes of −62 mVdecade−1 and detection capabilities below 1 nM. The blank materials were unable to provide a linear response against log(concentration), showing only a slight potential change towards more positive potentials with increasing concentrations (while that ofthe plastic antibodies moved to more negative values), with a maximum rate of +33 mVdecade−1. The sensors presented good selectivity towards sulphate, iron and ammonium ions, and also chloroform and tetrachloroethylene (TCE) and fast response (<20 s). This concept was successfully tested on the analysis of spiked environmental water samples. The sensors were further applied onto recycled chips, comprehending one site for the reference electrode and two sites for different selective membranes, in a biparametric approach for “in situ” analysis.

Artificial antibodies for troponin T by its imprinting on the surface of multiwalled carbon nanotubes: Its use as sensory surfaces

A novel artificial antibody for troponin T (TnT) was synthesized by molecular imprint (MI) on the surface of multiwalled carbon nanotubes (MWCNT). This was done by attaching TnT to the MWCNT surface, and filling the vacant spaces by polymerizing under mild conditions acrylamide (monomer) in N,N′-methylenebisacrylamide (cross-linker) and ammonium persulphate (initiator). After removing the template, the obtained biomaterial was able to rebind TnT and discriminate it among other interfering species. Stereochemical recognition of TnT was confirmed by the non-rebinding ability displayed by non-imprinted (NI) materials, obtained by imprinting without a template. SEM and FTIR analysis confirmed the surface modification of the MWCNT. The ability of this biomaterial to rebind TnT was confirmed by including it as electroactive compound in a PVC/plasticizer mixture coating a wire of silver, gold or titanium. Anionic slopes of 50 mV decade−1 were obtained for the gold wire coated with MI-based membranes dipped in HEPES buffer of pH 7. The limit of detection was 0.16 μg mL−1. Neither the NI-MWCNT nor the MWCNT showed the ability to recognize the template. Good selectivity was observed against creatinine, sucrose, fructose, myoglobin, sodium glutamate, thiamine and urea. The sensor was tested successfully on serum samples. It is expected that this work opens new horizons on the design of new artificial antibodies for complex protein structures.