Análisis crítico de los conceptos de personalidad del consumidor y personalidad de la marca

La personalidad ha sido un concepto estudiado desde diferentes teorías y expone la manera como un individuo se comporta, piensa y percibe el entorno en el cual está inmerso. Dicho conjunto de pensamientos, percepciones y comportamientos, se mantienen más o menos estables en el tiempo y en diferentes circunstancias, en este caso, específicamente, en la conducta de compra la cual se refiere a las preferencias y toma de decisiones del consumidor de acuerdo a su personalidad y otras variables que hacen que consuma ciertos productos y/ó servicios. En el contexto del marketing, también se ha aplicado el constructo de personalidad a las marcas, lo cual ha generado personificación y asignación de características humanas para que el consumidor la perciba como a una “persona”, se identifique y consecuentemente la consuma y genere un espacio importante y preferencial en su mente. Sin embargo, la noción de personalidad surgió para explicar y entender a los seres humanos, sus pensamientos, percepciones y comportamiento tal como se mencionó previamente, por lo tanto, al aplicar este concepto a algo intangible como una marca se modifica la inicial aplicación del constructo y en determinado momento podría perder validez si se intenta acoplar dicho concepto de personalidad de marca con un modelo explicativo de la personalidad como el Big Five. Finalmente se concluye que independientemente de su utilidad en mercadeo, este concepto surge enfocado a los seres humanos y por lo tanto, no se puede aplicar para humanizar a algo intangible como una marca la cual nace a partir de percepciones e imaginarios de quien la crea y quien la consume.

Teleconsultation in sexual and reproductive health for young adults through mobile devices: Experience in Colombia

Background: Sexual risk behaviors associated with poor information on sexuality have contributed to major public health problems in the area of sexual and reproductive health in teenagers and young adults in Colombia. Objective: To measure the perception of changes in sexual and reproductive risk behavior after the use of a teleconsultation service via mobile devices in a sample of young adults. Methods: A before and after observational study was designed, where a mobile application to inquire about sexual and reproductive health was developed. The perception of changes in sexual and reproductive health risk behaviors in a sample of young adults after the use of the application was measured using the validated survey “Family Health International (FHI) – Behavioral Surveillance Survey (BSS) – Survey for Adults between 15 to 40 Years”. Non-probabilistic convenience recruitment was undertaken through the study´s web page. Participants answered the survey online before and after the use of the mobile application for a six month period (intervention). For the inferential analysis, data was divided into three groups (dichotomous data, discrete quantitative data, and ordinal data), to compare the results of the questions between the first and the second survey. For all tests, a confidence interval of 95% was established. For dichotomous data, the Chi-squared test was used. For quantitative data, we used the Student’s t-test, and for ordinal data, the Mann-Whitney-Wilcoxon test. Results: A total of 257 subjects were registered in the study and met the selection criteria. The pre-intervention survey was answered by 232 subjects, and 127 completely answered the post-intervention survey, of which 54.3% did not use the application, leaving an effective population of 58 subjects for analysis. 53% (n=31) were female, and 47% (n=27) were male. The mean age was 21 years, ranging between 18 and 40 years. The differences between the answers on the first and the second survey were not statistically significant. The main risk behaviors identified in the population were homosexual relations, non-use of condoms, sexual relations with non-regular and commercial partners, the use of psychoactive substances, and ignorance about the symptoms of sexually transmitted diseases and HIV transmission. Conclusions: Although there were no differences between the pre- and post-intervention results, the study revealed different risk behaviors among the participating subjects. These findings highlight the importance of promoting educational strategies on this matter and the importance of providing patients with easily accessible tools with reliable health information.

El impacto de los clusters basados en tecnología en el desarrollo regional: el caso del tecnopolo Futuroscope de Gran Poitiers

Un gran número de reconocidas ciudades en el mundo han llegado a niveles excepcionalesde desarrollo económico y social apalancadas por innovaciones de punta. Para laregión de Poitou-Charentes, en Francia, la presencia del parque de atracciones Futuroscopeen la ciudad de Poitiers se ha convertido en una importante atracción turística que actualmente propone una incógnita: ¿es esta infraestructura suficiente para considerar elGrand Technopole de Poitiers como un exitoso cluster de alta tecnología?Para conseguir las condiciones que permitan consolidar este cluster de alta tecnología, laregión debe tener la posibilidad de articular, gestionar y gobernar agresivas estrategias deinnovación.Con base en los resultados de un estudio sobre varias ciudades innovadoras de todo elmundo, se identificaron mecanismos básicos que permiten romper con los paradigmas convencionales del crecimiento, por medio de innovaciones revolucionarias que permitentener rendimientos de clase mundial, una marca de prestigio global y el estatus de polo éxitosode innovación tecnológica. Los resultados obtenidos muestran las características delos tecnopolos existentes, que deben de potencializarse para conseguir un posicionamiento de clase mundial para la región.

The municipality and neighborhood associative entities in argentine cities: its resignification after the decentralization of the ‘80s A case study: The municipality of Río Cuarto and their neighborhood associations

In Argentina, the restructuring of the State initially raised as a public policy in the 1980s and in-depth in the ‘ 90s under the neoliberal model accentuated - between other processes, of the administrative  decentralization, which also resulted in new roles awarded to municipalities. That’s how various actors in society charged leadership. The local and urban were the subject of renewed interpretations,  scenarios where practices more fully participatory citizen could be settled. In the neighborhoods  of cities, grass-roots organizations cultivated his role as space intermediation. This article discusses  and reflects on these new roles that launched from the changes in articulation with the municipality  since the mid-’ 80s and ‘ 90s, and problematizes particularly about the contents and scope of participatory practices inside and outside of organizations of civil society in the neo-liberal situation.

Alcances y desafíos del proceso de hermanamiento “Sister Cities" desarrollado por la ciudad de Santa Marta en el marco de su proceso de internacionalización: 1978- 2013.

La evolución de los enfoques de la cooperación internacional y de los procesos de internacionalización de las ciudades han contribuido activamente al desarrollo territorial. Los hermanamientos como una herramienta clave para el intercambio social, político, económico, técnico y académico entre ciudades, se han convertido en uno de los métodos más utilizados para el accionar internacional. Bajo ese contexto, se analizará la influencia del proceso de internacionalización de Santa Marta en la implementación del hermanamiento “Sister Cities” con Miami Beach. Lo anterior, pretende demostrar que el proceso de internacionalización de la ciudad de Santa Marta, desde 1989 hasta la actualidad, ha influido directamente en el hermanamiento entre las dos ciudades, obviando oportunidades y beneficios. Finalmente, a partir del resultado de la investigación se sugerirá una alternativa de solución para la optimización del acuerdo entre las dos ciudades.

Use of informal mobile telephony in low income households in Colombia

El acceso a la telefonía móvil en Colombia evidencia ciertas particularidades con respecto a otros países. En Colombia surgió una nueva alternativa de comunicación que consistía en la venta de minutos de celular en las calles y en pequeños negocios durante los primeros años de ésta década. En este documento se analizan las principales características de quienes usan esta modalidad de comunicación con base en una encuesta dirigida a usuarios y no usuarios de bajos ingresos. Se usa un modelo probabilístico para explicar las características de las personas que lo usan y se encuentra que las personas que están en la modalidad de contrato prepago y que viven en ciudades pequeñas tienen una mayor probabilidad de usar esta alternativa de comunicación. De otro lado se encuentra que quienes están con el operador dominante tienden a usar este servicio también de una forma más notoria. Estos resultados parecen indicar que los diferenciales de precios entre las llamadas off-net y on-net así como entre prepago y postpago son los que alimentaron el surgimiento de esta actividad

Riobamba y el ferrocarril. Nuevas dinámicas de intercambio regional en el primer cuarto del siglo XX (Estudios)

Este artículo analiza los conflictos que produjo el paso del ferrocarril por Riobamba. Describe la lucha por la rectificación de la vía férrea, que enlazaba las ciudades de Guayaquil y Quito, y subraya las pugnas y aspiraciones locales relacionadas con el nuevo medio de transporte. Señala las reacciones de la opinión pública riobambeña, expuestas en su prensa local, y las posturas tanto de los gobiernos como de la empresa que construyó la obra. Además, estudia las consecuencias que se derivaron del paso del ferrocarril: la ampliación del mercado interno como consecuencia del incremento del comercio interregional, el desarrollo de los poblados situados a lo largo del trazado ferroviario y la aceleración del intercambio de personas y bienes.

Local development companies and the regeneration of Britain's cities

Efforts to decentralise the pursuit of economic and social development have increased in recent years. The authors examine the rationale for establishing local development companies in areas of high unemployment and deprivation. The broad purpose is to establish a new style of organisation that combines attributes of the public and private sectors-to adapt and integrate economic and social services to meet local needs, to champion local interests in external arenas, and to act as enabling agents to promote local investment and development. These arguments are elaborated and illustrated with reference to one of Britain's most successful local development companies, Govan Initiative. The analysis reveals important strengths of the Initiative, including its action orientation, commitment to quality, and a local leadership role, but also certain weaknesses including its limited leverage over wider policies and resource flows. Local development companies need meaningful commitment from regional and national public organisations to fulfil their potential.

The relative importance sector and regional factors in Italy

The benefits of sector and regional diversification have been well documented in the literature but have not previously been investigated in Italy. In addition, previous studies have used geographically defined regions, rather than economically functional areas, when performing the analysis even though most would argue that it is the economic structure of the area that will lead to differences in demand and hence property performance. This study therefore uses economically defined regions of Italy to test the relative benefits of regional diversification versus sector diversification within the Italian real estate portfolio. To examine this issue we use constrained cross-section regressions the on the sector and regional affiliation of 14 cities in Italy to extract the “pure” return effects of the different factors using annual data over the period 1989 to 2003. In contrast, to previous studies we find that regional factors effects in Italy have a much greater influence on property returns than sector-specific effects, which is probably a direct result of using the extremely diverse economic regions of Italy rather than arbitrary geographically locations. Be that as it may, the results strongly suggest that that diversification across the regions of Italy used here is likely to offer larger risk reduction benefits than a sector diversification strategy within a region. In other words, fund managers in Italy must monitor the regional composition of their portfolios more closely than its sector allocation. Additionally, the results supports that contemporary position that ‘regional areas’ based on economic function, provide greater diversification benefits rather than areas defined by geographical location.

Intake fraction of nonreactive motor vehicle exhaust in HongKong

The intake fraction (iF) of nonreactive constituents of exhaust from mobile vehicles in the urban area of HongKong is investigated using available monitoring data for carbon monoxide (CO) as a tracer of opportunity. Correcting for regional transport of carbon monoxide into HongKong, the annual-average iF for nonreactive motor vehicle emissions within the city is estimated to be around 270 per million. This estimated iF is much higher than values previously reported for vehicle emissions in US urban areas, Helsinki and Beijing, and somewhat lower than those reported for a densely populated street canyon in downtown Manhattan, New York City, or for emissions into indoor environments. The reported differences in intakefractions in various cities mainly result from the differences in local population densities. Our analysis highlights the importance of accounting for the influence of upwind transport of pollutants when using ambient data to estimate iF for an urban area. For vehicleexhaust in HongKong, it is found that the in/near vehicle microenvironment contributes similarly to the indoor home environment when accounting for the overall iF for children and adults. Keywords Intakefraction; Vehicle emission; Regional pollutant transport; Carbon monoxide; Exposure

International office investment in global cities: the production of financial space and systemic risk

The paper explores the relationships between UK commercial real estate and regional economic development as a foundation for the analysis of the role of real estate investment in local economic development. Linkages between economic growth, development, real estate performance and investment allocations are documented. Long-run regional property performance is not the product of long-run economic growth, and weakly related to indicators of long-run supply and demand. Changes in regional portfolio weights seem driven by neither market performance nor underlying fundamentals. In the short run, regional investment shifts show no clear leads or lags with market performance.

Research priorities in observing and modeling urban weather and climate

In 2007, the world reached the unprecedented milestone of half of its people living in cities, and that proportion is projected to be 60% in 2030. The combined effect of global climate change and rapid urban growth, accompanied by economic and industrial development, will likely make city residents more vulnerable to a number of urban environmental problems, including extreme weather and climate conditions, sea-level rise, poor public health and air quality, atmospheric transport of accidental or intentional releases of toxic material, and limited water resources. One fundamental aspect of predicting the future risks and defining mitigation strategies is to understand the weather and regional climate affected by cities. For this reason, dozens of researchers from many disciplines and nations attended the Urban Weather and Climate Workshop.1 Twenty-five students from Chinese universities and institutes also took part. The presentations by the workshop's participants span a wide range of topics, from the interaction between the urban climate and energy consumption in climate-change environments to the impact of urban areas on storms and local circulations, and from the impact of urbanization on the hydrological cycle to air quality and weather prediction.

Glacial-interglacial changes in dust deposition on the Chinese Loess Plateau

The Chinese Loess Plateau (CLP) contains an extensive record of aeolian deposition through multiple glacial–interglacial cycles. Independent chronologies based on pedostratigraphy, magnetic susceptibility, radiocarbon and luminescence dating were developed for 79 sites and used to estimate aeolian mass accumulation rates (MARs) for marine isotope stages 1–5. The regional median value of MAR for Stage 2 is 310 g/m2/yr compared to an estimate of 65 g/m2/yr for Stage 5. Estimated MARs from individual sites for Stage 2 are approximately 4.3 times greater than MARs for Stage 5 and 2.1 times greater than for Stage 1. MAR values at individual sites are consistently highest in the northwest and lowest in the southwest of the CLP during all marine isotope stages. MARs estimated on sections through loess terraces are consistently higher than MAR estimates at other sites, indicating that local recycling of loess material from exposed river valley deposits has been significant throughout the last 130 kyr. Although the spatial and temporal patterns in MAR are robust, there are uncertainties about the magnitude of these changes due to (a) lack of bulk density measurements and uncertainties in the chronologies for individual sites, (b) site and chronological biases in the sampling used to derive regional estimates, and (c) the unquantified nature of human impact on accumulation rates during the late Holocene. Nevertheless, the records from the CLP pose a number of challenges which could be addressed by numerical models of the palaeo-dust cycle.