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.

Comparación: injerto libre o cierre primario más lente de contacto, en resección de tumores de conjuntiva limbar

INTRODUCCION: Existe controversia en cuanto a la técnica quirúrgica para el manejo de tumores del limbo conjuntival. El uso de cierre primario con uso de lente de contacto puede ofrecer una mejor cicatrización y tener ventajas adicionales sobre la técnica tradicional con el uso de plastia. OBJETIVOS: Comparar los resultados en cuanto a grado de dolor, picadas, prurito, porcentaje de epitelización y cicatrización, comodidad del paciente, grado de quemosis y tiempo de retorno a actividades diarias en ambas técnicas quirúrgicas. MATERIALES Y METODOS: Experimento clínico controlado aleatorizado en dos grupos: Al primer grupo se le realizó cirugía de resección de la lesión más plastia. Al segundo grupo se le practicó la resección de la lesión cierre primario y lente de contacto. El seguimiento se realizó al primer y cuarto día, y cada semana durante el primer mes de postoperatorio. Se utilizó el SPSS 20.0 ® para análisis estadístico de datos y se utilizó estadística no paramétrica. RESULTADOS: Se conto con 10 pacientes por grupo. El dolor y porcentaje de cicatrización al primer día postoperatorio fueron mayores en el grupo usando lente de contacto (p=0.048). Al cuarto día postquirúrgico se encontró un mayor porcentaje de cicatrización en el grupo usando lente de contacto. (p=0.075). CONCLUSIONES: El cierre por afrontamiento con uso de lente de contacto mostró dolor y picadas mayores al primer y cuarto día postoperatorio. Pero la epitelización y cicatrización fueron tempranas con un retorno corto a actividades cotidianas.

Citología de impresión para neoplasias de la superficie ocular

Se estimó la sensibilidad y especificidad de la citología de impresión como prueba diagnóstica en lesiones conjuntivales clínicamente sospechosas de neoplasia usando como patrón de oro la patología. Se estudiaron 60 pacientes, que ingresaron al azar a la Fundación Oftalmológica Nacional, con diagnóstico clínico de neoplasia de superficie ocular o lesión sospechosa de neoplasia, quienes fueron sometidos a citología de impresión y posterior resección quirúrgica completa, más estudio patológico de la lesión. Se realizó un análisis descriptivo, analizando la sensibilidad y la especificidad con el método clásico y análisis bayesiano.

La relación entre la calidad de la enseñanza y la mala práctica odontológica: relato de caso clínico

Las actividades desarrolladas en el área de la salud son de gran importancia, pues tienen como finalidad preservar la vida de los individuos y para eso deben ser desempeñadas por personas habilitadas. El aumento del número de facultades de Odontología, la disminución en la calidad de la enseñanza y el mayor ingreso de alumnos con baja capacidad para ejercer la profesión son hechos que traen consecuencias desastrosas para la sociedad. Estos hechos también se reflejan en el desempeño moral, ético y técnico-científico del profesional. El objetivo de ese relato de caso clínico es enseñar que, aunque hay una considerable oferta de instituciones de enseñanza, existe un desconocimiento científico y de técnicas adecuadas por parte de los cirujanos dentistas graduados. La paciente MSL, 17 años, sexo femenino, compareció al consultorio odontológico usando un molde tipo Vernis, sujeto al arco inferior. Tras evaluación clínica, se observó la utilización de un material incorrecto para la toma de impresión, siendo imposible su retiro con el método convencional. La planificación para su retiro se hizo por medio de seccionamiento. De esta manera, la consecuencia de la falta de conocimiento en el uso de materiales para la impresión causó gran trastorno a la paciente. Se puede concluir que el índice de impericia está relacionado directamente con la formación profesional, evidenciando la importancia de la enseñanza odontológica de calidad para una práctica clínica responsable.

Comparación del efecto de mera exposición y el condicionamiento clásico en la formación de preferencias

El objetivo de este estudio fue comparar la eficacia del condicionamiento clásico (CC) y el efecto de mera exposición (ME), en condiciones supraliminales (2000 milisegundos –ms-), sobre la formación de preferencias hacia marcas publicitarias. Se realizó un experimento con diseño intrasujeto, donde se manipuló la variable tratamiento afectivo representada por los dos procedimientos a comparar y se midió la variable dependiente –preferencia hacia las marcas- a través de una tarea de elección forzosa y un diferencial semántico. En el experimento participaron 70 hombres, estudiantes de medicina de la Universidad del Rosario con edades entre 18 y 22 años. El CC se realizó a través de un procedimiento simultáneo y en ambas condiciones la variable independiente se expuso el estímulo 8 veces con una duración de 2000 ms. Los resultados mostraron que los dos procedimientos generaron preferencias en los sujetos, pero no diferencias significativas entre la efectividad de los procedimientos.

Autoconcepto académico y toma de decisiones en el alumnado de bachillerato. 'Academic self-concept and decision making of secondary school students'.

Resumen tomado de la publicación. Con el apoyo económico del departamento MIDE de la UNED. Contiene anexo de preguntas

Making 'dirty' nations look clean? The nation state and the problem of selecting and weighting indices as tools for measuring progress towards sustainability

Pressing global environmental problems highlight the need to develop tools to measure progress towards "sustainability." However, some argue that any such attempt inevitably reflects the views of those creating such tools and only produce highly contested notions of "reality." To explore this tension, we critically assesses the Environmental Sustainability Index (ESI), a well-publicized product of the World Economic Forum that is designed to measure 'sustainability' by ranking nations on league tables based on extensive databases of environmental indicators. By recreating this index, and then using statistical tools (principal components analysis) to test relations between various components of the index, we challenge ways in which countries are ranked in the ESI. Based on this analysis, we suggest (1) that the approach taken to aggregate, interpret and present the ESI creates a misleading impression that Western countries are more sustainable than the developing world; (2) that unaccounted methodological biases allowed the authors of the ESI to over-generalize the relative 'sustainability' of different countries; and, (3) that this has resulted in simplistic conclusions on the relation between economic growth and environmental sustainability. This criticism should not be interpreted as a call for the abandonment of efforts to create standardized comparable data. Instead, this paper proposes that indicator selection and data collection should draw on a range of voices, including local stakeholders as well as international experts. We also propose that aggregating data into final league ranking tables is too prone to error and creates the illusion of absolute and categorical interpretations. (c) 2004 Elsevier Ltd. All rights reserved.

Construction management research: a field of application

Research in construction management is diverse in content and in quality. There is much to be learned from more fundamental disciplines. Construction is a sub-set of human experience rather than a completely separate phenomenon. Therefore, it is likely that there are few problems in construction requiring the invention of a completely new theory. If construction researchers base their work only on that of other construction researchers, our academic community will become less relevant to the world at large. The theories that we develop or test must be of wider applicability to be of any real interest. In undertaking research, researchers learn a lot about themselves. Perhaps the only difference between research and education is that if we are learning about something which no-one else knows, then it is research, otherwise it is education. Self-awareness of this will help to reduce the chances of publishing work which only reveals a researcher’s own learning curve. Scientific method is not as simplistic as non-scientists claim and is the only real way of overcoming methodological weaknesses in our work. The reporting of research may convey the false impression that it is undertaken in the sequence in which it is written. Construction is not so unique and special as to require a completely different set of methods from other fields of enquiry. Until our research is reported in mainstream journals and conferences, there is little chance that we will influence the wider academic community and a concomitant danger that it will become irrelevant. The most useful insights will come from research which challenges the current orthodoxy rather than research which merely reports it.

Construction research: a field of application

Research in construction management is diverse in content and in quality. There is much to be learned from more fundamental disciplines. Construction is a sub-set of human experience rather than a completely separate phenomenon. Therefore, it is likely that there are few problems in construction requiring the invention of a completely new theory. If construction researchers base their work only on that of other construction researchers, our academic community will become less relevant to the world at large. The theories that we develop or test must be of wider applicability to be of any real interest. In undertaking research, researchers learn a lot about themselves. Perhaps the only difference between research and education is that if we are learning about something which no-one else knows, then it is research, otherwise it is education. Self-awareness of this will help to reduce the chances of publishing work which only reveals a researcher’s own learning curve. Scientific method is not as simplistic as non-scientists claim and is the only real way of overcoming methodological weaknesses in our work. The reporting of research may convey the false impression that it is undertaken in the sequence in which it is written. Construction is not so unique and special as to require a completely different set of methods from other fields of enquiry. Until our research is reported in mainstream journals and conferences, there is little chance that we will influence the wider academic community and a concomitant danger that it will become irrelevant. The most useful insights will come from research which challenges the current orthodoxy rather than research which merely reports it.

Understanding construction consortia: Theory, practice and opinions

Firms form consortia in order to win contracts. Once a project has been awarded to a consortium each member then concentrates on his or her own contract with the client. Therefore, consortia are marketing devices, which present the impression of teamworking, but the production process is just as fragmented as under conventional procurement methods. In this way, the consortium forms a barrier between the client and the actual construction production process. Firms form consortia, not as a simple development of normal ways of working, but because the circumstances for specific projects make it a necessary vehicle. These circumstances include projects that are too large or too complex to undertake alone or projects that require on-going services which cannot be provided by the individual firms inhouse. It is not a preferred way of working, because participants carry extra risk in the form of liability for the actions of their partners in the consortium. The behaviour of members of consortia is determined by their relative power, based on several factors, including financial commitment and ease of replacement. The level of supply chain visibility to the public sector client and to the industry is reduced by the existence of a consortium because the consortium forms an additional obstacle between the client and the firms undertaking the actual construction work. Supply chain visibility matters to the client who otherwise loses control over the process of construction or service provision, while remaining accountable for cost overruns. To overcome this separation there is a convincing argument in favour of adopting the approach put forward in the Project Partnering Contract 2000 (PPC2000) Agreement. Members of consortia do not necessarily go on to work in the same consortia again because members need to respond flexibly to opportunities as and when they arise. Decision-making processes within consortia tend to be on an ad hoc basis. Construction risk is taken by the contractor and the construction supply chain but the reputational risk is carried by all the firms associated with a consortium. There is a wide variation in the manner that consortia are formed, determined by the individual circumstances of each project; its requirements, size and complexity, and the attitude of individual project leaders. However, there are a number of close working relationships based on generic models of consortia-like arrangements for the purpose of building production, such as the Housing Corporation Guidance Notes and the PPC2000.

Tales of the expected: investigating the rhetorical strategies of innovation champions

Innovation continues to be high on the agenda in construction. It is widely considered to be an essential prerequisite of improved performance both for the sector at large and for individual firms. Success stories dominate the parts of the academic literature that rely heavily on the recollections of key individuals. A complementary interpretation focuses on the way innovation champions in hindsight interpret, justify and legitimize the diffusion of innovations. Emphasis is put on the temporal dimension of interpretation and how this links to rhetorical strategies and impression management tactics. Rhetorical theories are drawn upon to analyse the accounts given by innovation champions in seven facilities management organizations. In particular, the three persuasive appeals in classic rhetoric are used to highlight the rhetorical justifications mobilized in the descriptions of what took place. The findings demonstrate the usefulness of rhetorical theories in complementing studies of innovation.

Volatile flavour profile of goat meat extracted by three widely used techniques

Three procedures for the isolation of volatiles from grilled goat meat were compared: dynamic headspace entrainment on Tenax TA, simultaneous steam distillation-extraction, and solid-phase microextraction. Headspace entrainment on Tenax TA extracted the highest number of Maillard-derived volatile compounds. Two hundred and three volatile components were identified: 159 are reported for the first time in goat meat. Most of the volatiles detected (155) were lipid oxidation products, such as hydrocarbons, aldehydes, alcohols, ketones, carboxylic acids and esters. Forty-eight Maillard-derived compounds were identified. comprising pyrazines, pyrroles, thiophenes, furanthiol derivatives, alkyl and alicyclic sulphides, pyridines, and thiazoles. Some reported character impact compounds of cooked meat, e.g., 12-methyltridecanal, (EE)-2,4-decadienal, methional, and dimethyl trisulphide were identified in the volatile profile of goat meat, together with a series of C-2 to C-5 alkylformylcyclopentenes, which have been reported in cooked chicken, pork, beef and lamb, as being important for the characteristic flavour impression of different animal species. (C) 2009 Published by Elsevier Ltd.

Chemical, physical, and sensory properties of dairy products enriched with conjugated linoleic acid

Recent studies have illustrated the effects of cis-9, trans-11 conjugated linoleic acid (CLA) on human health. Ruminant-derived meat, milk and dairy products are the predominant sources of cis-9, trans-11 CLA in the human diet. This study evaluated the processing properties, texture, storage characteristics, and organoleptic properties of UHT milk, Caerphilly cheese, and butter produced from a milk enriched to a level of cis-9, trans-11 CLA that has been shown to have biological effects in humans. Forty-nine early-lactation Holstein-British Friesian cows were fed total mixed rations containing 0 (control) or 45 g/kg ( on dry matter basis) of a mixture (1:2 wt/wt) of fish oil and sunflower oil during two consecutive 7-d periods to produce a control and CLA-enhanced milk, respectively. Milk produced from cows fed the control and fish and sunflower oil diets contained 0.54 and 4.68 g of total CLA/100 g of fatty acids, respectively. Enrichment of CLA in raw milk from the fish and sunflower oil diet was also accompanied by substantial increases in trans C18:1 levels, lowered C18: 0, cis-C18:1, and total saturated fatty acid concentrations, and small increases in n-3 polyunsaturated fatty acid content. The CLA-enriched milk was used for the manufacture of UHT milk, butter, and cheese. Both the CLA-enhanced butter and cheese were less firm than control products. Although the sensory profiles of the CLA-enriched milk, butter, and cheese differed from those of the control products with respect to some attributes, the overall impression and flavor did not differ. In conclusion, it is feasible to produce CLA-enriched dairy products with acceptable storage and sensory characteristics.

Conversational success in Williams syndrome: communication in the face of cognitive and linguistic limitations

Williams syndrome (WS) is characterized by apparent relative strengths in language, facial processing and social cognition but by profound impairment in spatial cognition, planning and problem solving. Following recent research which suggests that individuals with WS may be less linguistically able than was once thought, in this paper we begin to investigate why and how they may give the impression of linguistic proficiency despite poor standardized test results. This case study of Brendan, a 12-year-old boy with WS, who presents with a considerable lack of linguistic ability, suggests that impressions of linguistic competence may to some extent be the result of conversational strategies which enable him to compensate for various cognitive and linguistic deficits with a considerable degree of success. These conversational strengths are not predicted by his standardized language test results, and provide compelling support for the use of approaches such as Conversation Analysis in the assessment of individuals with communication impairments.

The composition of category conjunctions

In three experiments, the authors investigated the impression-formation process resulting from the perception of familiar or unfamiliar social category combinations. In Experiment 1, participants were asked to generate attributes associated with either a familiar or unfamiliar social category conjunction. Compared to familiar combinations, the authors found that when the conjunction was unfamiliar, participants formed their impression less from the individual constituent categories and relatively more from novel emergent attributes. In Experiment 2 the authors replicated this effect using alternative experimental materials. In Experiment 3, the effect generalized to additional (orthogonally combined) gender and occupation categories. The implications of these findings for understanding the processes involved in the conjunction of social categories, and the formation of new stereotypes, are discussed.