Changing the servicescape : The influence of music, self-disclosure and eye gaze on service encounter experience and approach-avoidance behavior

The purpose of this thesis is to investigate and understand the effect of a servicescape’s ambient and social conditions on consumers’ service encounter experience and their approach/avoidance behavior in a retail context. In three papers, with a total sample of over 1600 participants (including 550 actual consumers) and seven experiments, the author investigates the effect of music (ambient stimuli), employees’ self-disclosure (verbal social stimuli) and employees’ gazing behavior (nonverbal social stimuli) on consumers’ service encounter experience and approach/avoidance behavior in a retail store. Paper I comprised two experiments, and the aim was to investigate the influence of music on emotions, approach/avoidance behavior. Paper II comprised two experiments, and the aim was to investigate the effect of frontline employees’ personal self-disclosure on consumers’ reciprocal behavior. Paper III comprised three experiments, and the aim was to investigate the influence of employee’s direct eye gaze/ averted eye gaze on consumer emotions, social impression of the frontline employee and encounter satisfaction in different purchase situations. The results in this thesis show that music affects consumers in both positive and negative ways (Paper I). Self-disclosure affects consumers negatively, in such a way that it decreases encounter satisfaction  (Paper II) and, finally, eye gaze affects consumers by regulating both positively – and in some cases also negatively – consumers’ social impression of the frontline employee and their encounter satisfaction (Paper III). The conclusions of this thesis are that both ambient and social stimuli in a servicescape affect consumers’ internal responses, which in turn affect their behavior. Depending on the purchase situation, type of retail, and stimuli, the internal and behavioral responses are different.

Creación de marca mediante la utilización de mecanismos estratégicos comunitarios y marketing

El presente documento pretende mostrar la manera como se debe ejecutar la creación de marca mediante la utilización de mecanismos estratégicos comunitarios y marketing. El objetivo del estudio se basa en encontrar los mecanismos adecuados para el desarrollo y creación de una marca enfocándose en el análisis de las principales prácticas y modelos desarrollados en el área del marketing, examinando el impacto que la marca pueda generar en la comunidad en la cual la organización está incluida, estableciendo además un conexión directa con el modo de vida de los consumidores. Durante el desarrollo del documento se demuestra que las estrategias de marketing aplicadas por cada compañía, sirven para construir una relación estrecha y fuerte con todos los agentes involucrados en la construcción de una marca, principalmente con los clientes, ya que la forma más efectiva de establecer relaciones a largo plazo, es enfocándose exclusivamente en las necesidades desarrolladas por los consumidores, y a partir de ellas ajustar los valores (misión, visión, cultura organizacional, objetivos) de la organización. Estas estrategias comunitarias son también influenciadas por varios factores internos y externos a la organización, los cuales deben ser tenidos en cuenta al momento de elegir la estrategia adecuada. Los mecanismos estratégicos que desarrollan las empresas pueden cambiar significativamente de un sector comercial a otro, la importancia de las necesidades que se deben suplir y el consumidor final se deben evaluar desde un aspecto comunitario, entendiendo como comunidad como el conjunto de grupos sociales y comerciales que tienen relación directa o indirecta con la empresa. Con la investigación llevada a cabo acerca de las estrategias que deben aplicar las compañías se concluye que las marcas reflejan la imagen que la empresa transmite a sus compradores estableciendo una relación emocional entre los consumidores y la marca desarrollada, además de estimular la oferta y demanda del negocio. Se espera que por medio de la obtención de información teórica y conceptual, se pueda aclarar la manera como se puede desarrollar la creación de una marca por medio de la correcta utilización de mecanismos estratégicos comunitarios y de marketing.

La disrupción: el punto de partida de la resiliencia o del fracaso empresarial (reflexiones desde la ingeniería)

La perdurabilidad empresarial ha sido un tema recurrente en la literatura sobre dirección de empresas. A pesar de los avances, la liquidación de las empresas aumenta permanentemente. Buscando alternativas de mejora se estudia el caso de dos empresas cuadragenarias dedicadas a prestar servicios de consultoría en ingeniería eléctrica y civil que, en condiciones de crisis, implementaron acciones que les permitieron, no sólo mantenerse en el mercado sino también fortalecer su estructura financiera. Los resultados demostraron que un enfoque equilibrado caracterizado por la toma oportuna de decisiones y la definición e implementación de estrategias de negocio efectivas constituyen herramientas óptimas para asegurar un mayor grado de resiliencia empresarial.

Ex combatientes y proceso de reintegración: representaciones sociales de un grupo estudiantes del área de la salud

La presente investigación tuvo como objetivo describir las representaciones sociales de un grupo de estudiantes del área de la salud frente a los excombatientes de grupos armados al margen de la ley en Colombia y frente a los procesos de reintegración. El estudio es cualitativo, desde un enfoque procesual de la teoría de las representaciones sociales, participaron estudiantes del área de la salud de una universidad privada de la ciudad de Bogotá. Los datos fueron recogidos mediante un ejercicio de asociación libre para conocer el componente semántico de las representaciones y una entrevista semiestructurada de forma individual con el fin de identificar las dimensiones de información, actitud y campo representacional. Se encontró la prevalencia de prejuicios hacia los excombatientes y la influencia de los medios de comunicación en el nivel y calidad de la información sobre estos objetos de representación, y se identificó una ambigüedad frente al proceso de reintegración; lo que de alguna forma sugiere las dificultades para la inclusión de este grupo a la sociedad, la presencia de una discriminación negativa y las bajas expectativas frente a procesos de cambio en el marco del proceso de paz.

Formação de profissionais de saúde no Brasil: uma análise no período de 1991 a 2008

Estudo conduzido com o objetivo de contribuir para o planejamento e implementação de políticas de qualificação profissional no campo da saúde. Foram analisados 14 cursos de graduação da área da saúde: biomedicina, ciências biológicas, educação física, enfermagem, farmácia, fisioterapia, fonoaudiologia, medicina, medicina veterinária, nutrição, odontologia, psicologia, serviço social e terapia ocupacional, no período de 1991 a 2008. Dados sobre número de ingressantes, taxa de ocupação de vagas, distribuição de concluintes por habitante, gênero e renda familiar foram coletados a partir dos bancos do Ministério da Educação. Para o curso de medicina, a relação foi de 40 candidatos por vaga nas instituições públicas contra 10 nas privadas. A maioria dos ingressantes era composta por mulheres. A região Sudeste concentrou 57% dos concluintes, corroborando o desequilíbrio de distribuição regional das oportunidades de formação de profissionais de saúde e indicando a necessidade de políticas de incentivo à redução dessas desigualdades.

“Memória e sociedade”: ciência poética e referência de humanismo

O artigo apresenta um conjunto articulado de reflexões a respeito do livro Memória e Sociedade: Lembranças de Velhos, de Ecléa Bosi, aqui considerado como obra-prima da psicologia social e das ciências humanas. Procura destacar as originalidades de natureza teórico-metodológica do texto, a começar por uma composição singular que incorpora poesia na construção científica, passando por uma redefinição das relações entre sujeito e objeto do conhecimento, ao desenvolver a perspectiva de alternância da condição entre ambos, no desdobramento da pesquisa. Mostra, também, como o estudo de Ecléa Bosi se fundamenta em estreitos vínculos entre a pesquisadora e os velhos pesquisados, de modo a se formar entre eles uma comunidade de destino.

Perceived self-other differences in persuasibility: the effects of interpersonal and group-based similarity

Two experiments examined the effects of interpersonal and group-based similarity on perceived self-other differences in persuasibility (i.e. on third-person effects, Davison, 1983). Results of Experiment 1 (N=121), based on experimentally-created groups, indicated that third-person perceptions with respect to the impact of televised product ads were accentuated when the comparison was made with interpersonally different others. Contrary to predictions, third-person perceptions were not affected by group-based similarity (i.e. ingroup or outgroup other). Results of Experiment 2 (N = 102), based an an enduring social identity, indicated that both interpersonal and group-based similarity moderated perceptions of the impact on self and other of least-liked product ads. Overall, third-person effects were more pronounced with respect to interpersonally dissimilar others. However, when social identity was salient, information about interpersonal similarity of the target did not affect perceived self-other differences with respect to ingroup targets. Results also highlighted significant differences in third-person perceptions according to the perceiver's affective evaluation of the persuasive message. (C) 1998 John Wiley & Sons, Ltd.

The impact of interpersonal and intergroup communication accommodation on perceptions of Chinese students in Australia

Using the framework of communication accommodation theory the authors examined convergence and maintenance on evaluations of Chinese and Australian students. In Study 1, Australian students judged interactions between an Anglo-Australian. and another interactant who either maintained his or converged in speech style. Results indicated that participants were aware of convergence but that speaker ethnicity (Anglo-Australian, Chinese Australian or Chinese national) was a stronger influence on evaluations and future intentions to interact with the speaker In Study 2, Australian students judged Chinese speakers who maintained communication style or converged on interpersonal speech markers, intergroup markers, or both types of markers. Results indicated that the more participants defined themselves in intergroup terms, the more positively they judged intergroup convergence relative to interpersonal convergence and maintenance. This points to the importance of distinguishing between, convergence on interpersonal and intergroup speech markers, and underlines the role of individual differences in the evaluation of convergence.

Parental reactions to infant death: The effects of resources and coping strategies

The aim of this research was to examine, from a stress and coping perspective, the effects of resources (both personal and environmental) and coping strategies on parental reactions to infant death. One hundred and twenty-seven parents (60 fathers, 67 mothers) participated in the study. The predictors of parental distress (background factors, resources, coping methods) were initially assessed at 4-6 weeks post-loss. Parental distress (assessed using a composite measure of psychiatric disturbance, physical symptoms, and perinatal grief) was further assessed at 6 months post-loss and at 15 months postloss. After control for the stability in adjustment across time, there was consistent evidence that higher levels of education were associated with lower levels of parental distress over time. Among mothers, the number of friends in whom mothers had the confidence to confide emerged as a positive predictor of adjustment to infant death. A reliance on problem-focused coping was associated with greater maternal distress at 6 months post-loss, whereas coping by seeking support was associated with less distress at 15 months post-loss. There is no evidence that background factors and resources influenced parental distress through coping.

Beyond prejudice as simple antipathy: Hostile and benevolent sexism across cultures

The authors argue that complementary hostile and benevolent components of sexism exist across cultures. Male dominance creates hostile sexism IHS), but men's dependence on women fosters benevolent sexism (BS)-subjectively positive attitudes that put women on a pedestal but reinforce their subordination. Research with 15,000 men and women in 19 nations showed that (a) HS and BS are coherent constructs that correlate positively across nations, but (b) HS predicts the ascription of negative and BS the ascription of positive traits to women, (c) relative to men, women are more likely to reject HS than BS, especially when overall levels of sexism in a culture are high, and (d) national averages on BS and HS predict gender inequality across nations. These results challenge prevailing notions of prejudice as an antipathy in that BS tan affectionate, patronizing ideology) reflects inequality and is a cross-culturally pervasive complement to HS.

To fix or not to fix: The role of 2-phenoxyethanol in rabbit, Oryctolagus cuniculus, chin gland secretion

The European rabbit (Oryctolagus cuniculus) uses the secretion of the chin gland to maintain dominance hierarchies in the wild. Recent work has investigated changes in the secretion when social status is manipulated in the rabbit. When a rabbit becomes dominant, a new compound appears in his secretion, 2-phenoxyethanol. This compound is used as a fixative in the perfume industry. This study investigates whether the compound performs a similar function in the secretion of the rabbit. 2-Phenoxyethanol is not detected olfactorially by rabbits, and slows the release rate of some of the compounds that occur naturally in rabbit chin gland secretion. We suggest that when a rabbit becomes dominant, he adds a fixative to his secretion so that his scent will persist in the environment and not dissipate. He will thus come to dominate the olfactory environment, in much the same way as he does the physical environment.

Darwinian grandparenting: Preferential investment in more certain kin

Studies on grandparental investment have revealed that mothers fathers are emotionally closer to their grandchildren than are fathers' mothers. In the current study, it was hypothesized that this difference is caused by the fact that fathers' mothers often have the potential to invest in genetically more certain kin (children through their daughters). To test this hypothesis, 787 participants rated their emotional closeness and exposure to their grandparents and indicated whether they had cousins through paternal and maternal aunts and uncles. Results indicated that participants felt closer to mothers' fathers than fathers' mothers only when alternate investment outlets for fathers' mothers were available. Closeness ratings to fathers fathers also were reduced when they had grandchildren through their daughters. Exposure to grandparents revealed a similar pattern of findings but did not show the same sensitivity to the presence of more certain kin and did not appear to account for the closeness ratings.

Suppressing the negative effect of devaluation on group identification: The role of intergroup differentiation and intragroup respect

We examined (N = 76) how social creativity strategies such as intergroup differentiation and intragroup respect suppress the negative impact of threat to an ingroup's value on group identification. Threat was manipulated through false feedback concerning how other groups perceived an ingroup. Both intergroup differentiation and intragroup respect were higher when participants learned that the ingroup was devalued compared to when it was valued. Mediational analyses demonstrated that these factors suppressed the direct negative relationship between value threat and group identification. Discussion focused on the consequences of these social creativity strategies for group identification and collective action. (C) 2004 Elsevier Inc. All rights reserved.

A comparison of social structures in Rio de Janeiro and Sao Paulo

This article presents the results of a comparative study on socio-spatial structures in Rio de Janeiro and Sao Paulo in 2000. We drew on data from the national Demographic Census by weighted areas to construct the Erikson, Goldthorpe, and Portocarrero (EGP) classification and the International Socio-Economic Index (ISEI), both widely used in social stratification studies. This information was then submitted to group analyses for the two cities, allowing comparison of the presence of social groups in each city. Next, using spatial statistics, we assessed the spatial distribution of the socio-economic classes and the presence of social segregation in the two metropolitan areas. The results suggest the presence of strong similarity between the social structures in the two cities, also marked by similarly intense patterns of social segregation at the metropolitan level.

Value congruence in leader-member exchange

In this study, hypotheses were tested that the quality of leader-member exchanges (LMX) depends on congruity of values between leader and member. Data on negotiating latitude and personal values were gathered from 160 members of 30 work groups in Australian organizations. Factor analysis revealed 5 value dimensions: Freedom, Achievement, Mateship, Obedience, and Coping. Analyses of variance supported the hypothesis that LMX quality is higher when leaders and members share achievement and obedience values. Subsequent exploratory analysis, however, indicated that a more complex model based on compatibility of leader authority and member affiliation values may provide a more complete representation.