Neuromarketing : una forma de romper los paradigmas del marketing convencional

Actualmente las empresas se enfrentan a un entorno cambiante donde la competencia es cada vez mayor y el gran desafío es lograr la fidelización de los clientes, debido a esto, es necesario buscar métodos que permitan conocer más a fondo sus necesidades, gustos y percepciones. Este trabajo de investigación le permitirá al lector conocer acerca del surgimiento, desarrollo y aplicación del Neuromarketing, como respuesta a las necesidades competitivas de las empresas en un mercado globalizado. En este mismo sentido, el lector podrá comprender: los factores determinantes al momento de comprar, las técnicas que emplea el Neuromarketing para conocer y entender a los clientes, así como los experimentos y los casos reales en los cuales se han utilizado estas técnicas para fidelizar a los compradores con un determinado producto o marca.

Efectos fisiológicos de la termorregulación en trabajadores expuestos a altas temperaturas en una Siderúrgica en Colombia.

La exposición a altas temperaturas en ambientes laborales conlleva a cambios fisiológicos que se manifiestan como mecanismos de compensación a la alteración del equilibrio homeostático corporal. El propósito del presente estudio fue determinar los cambios y el comportamiento de variables fisiológicas a través de frecuencia cardiaca, densidad urinaria, temperatura corporal y tasa de sudoración, en dos escenarios con condiciones térmicas ambientales diferentes definidas por la exposición (grupo expuesto y no expuesto). Adicional, en dos áreas de trabajo diferentes correspondientes al proceso de fundición del acero, una de ellas, Horno electrico donde se hace la fusión de la chatarra y demás materias primas, obteniendo así el acero liquido, el cual se vuelca en el Horno Cuchara y en este, libre ya de escoria se realiza el afino y ajuste definitivo de la composición química del acero. Objetivos: Identificar la relación de las respuestas fisiológicas a carga física y térmica, comparar las respuestas funcionales registradas en el grupo expuestos y no expuestos y contribuir a la introducción de nuevos indicadores para evaluar carga e intensidad de trabajo con fines de normalización ergonómica. Método: Investigación experimental en una muestra de 30 trabajadores evaluados en dos condiciones ambientales diferentes. La temperatura oral se registró al inicio de la jornada y con intervalos de toma de 3 horas. La frecuencia cardiaca (HR) se registró durante las 8 horas de trabajo continuas con pulsometría. Igualmente, se estimó la sudoración por pérdida de masa corporal entre el inicio y el final de la jornada laboral teniendo en cuenta ingestas y perdidas. El procesamiento estadístico se realizó con el programa SPSS v. 20.0, calculándose medidas de tendencia central y dispersión, prueba de wilconxon para las variables dependientes y correlación para identificar asociaciones. Para todos los cálculos se asumió p <0,05. Resultados: No se observaron diferencias significativas frente a la variación de la frecuencia cardiaca (media y máxima), la tasa de sudoración y la densidad urinaria. A pesar de que no hubo diferencias significativas en la variación de la temperatura corporal en horno cuchara, si se observó una diferencia significativa en el horno eléctrico Conclusión: Aunque no se encontraron diferencias estadísticamente significativas en la mayoría de las variables, es un hecho que la exposición a temperaturas elevadas extremas tiene un impacto en el comportamiento fisiológico del organismo. Futuros estudios deben considerar la posibilidad de estandarizar protocolos que permitan la exposición térmica basada en el perfil particular de cada trabajador.

Denial of change: the 'Military Revolution' as seen by contemporaries

Writers on military matters from the 14th century until the late 18th century either regretted the decadence of their times compared with Antiquity, or they saw no great change in military affairs since Antiquity. Few saw a revolutionary change ushered in by gunpowder, although this number increased since the great "querelle" about the Ancients and the Moderns under Louis XIV. In the early 19th century, the balance tipped, and few would have denied that technology had profoundly changed warfare. All this is a far cry, however, from any contemporary perception of a "Military Revolution" in the 16th and 17th centuries.

Are tortoises important seed dispersers in Amazonian forests?

According to most studies on seed dispersal in tropical forests, mammals and birds are considered the main dispersal agents and the role played by other animal groups remains poorly explored. We investigate qualitative and quantitative components of the role played by the tortoise Chelonoidis denticulata in seed dispersal in southeastern Amazon, and the influence of seasonal variation in tortoise movement patterns on resulting seed shadows. Seed shadows produced by this tortoise were estimated by combining information on seed passage times through their digestive tract, which varied from 3 to 17 days, with a robust dataset on movements obtained from 18 adult C. denticulata monitored with radio transmitters and spoon-and-line tracking devices. A total of 4,206 seeds were found in 94 collected feces, belonging to 50 seed morphotypes of, at least, 25 plant genera. Very low rates of damage to the external structure of the ingested seeds were observed. Additionally, results of germination trials suggested that passage of seeds through C. denticulata`s digestive tract does not seem to negatively affect seed germination. The estimated seed shadows are likely to contribute significantly to the dispersal of seeds away from parent plants. During the dry season seeds were dispersed, on average, 174.1 m away from the location of fruit ingestion; during the rainy season, this mean dispersal distance increased to 276.7 m. Our results suggest that C. denticulata plays an important role in seed dispersal in Amazonian forests and highlight the influence of seasonal changes in movements on the resulting seed shadows.

Sexually Dimorphic Tegumental Gland Openings in Laniatores (Arachnida, Opiliones), With New Data on 23 Species

Sexually dimorphic glands often release sexual pheromones both in vertebrates and invertebrates. Species of Laniatores (Arachnida, Opiliones) seem to depend on chemical communication but few studies have addressed this topic. In this study, we review the literature for the Phalangida and present new data for 23 species of Laniatores. In 16 taxa, we found previously undescribed sexually dimorphic glandular openings on the femur, patella, metatarsus, and tarsus of legs I and metatarsus of legs III and IV For the other species, we provide scanning electron micrographs of previously undescribed sexually dimorphic setae and pegs located on swollen regions of the legs. We also list additional species in which males have swollen regions on the legs, including the tibia, metatarsus, and tarsus of legs I, trochanter and tibia of legs II, femur, metatarsus, and tarsus of legs III, and metatarsus and tarsus of legs IV. The function and biological role of the secretions released by these glands are discussed. J. Morphol. 271:641-653, 2010. (C) 2009 Wiley-Liss, Inc.

Cladistic analysis of the Stygninae and description of a new species of Protimesius Roewer, 1913 (Opiliones: Stygnidae)

A new species of Stygnidae is described from the state of Bahia, Brazil. Protimesius bahiensis sp. nov. can be distinguished from the remaining species of the genus by the combination of: male femur IV unarmed and cylindrical; male patella IV with a row of large dorsal acute tubercles, increasing in size distally and male tibia IV with one mesodistal tubercle; ventral plate of the penis with three pairs of distal curved setae and one pair of intermediate setae, smaller than the rest. A cladistic analysis of the subfamily is presented. Stygninae is divided in two groups of genera: (Ricstygnus, Stygnus, Sickesia), with a wide distribution and (Pickeliana (Protimesius (Phareus (Stenophareus (Auranus (Verrucastygnus, Stenostygnoides)))))), associated to the Guiana Shield, Amazon basin and Northeastern Brazil. The monophyly of Protimesius is supported by the apex of pedipalpal tibia sockets bifid (homoplastically present in Verrucastygnus and Stenostygnoides) and by the presence of scopulae with non-spatulated hairs.

First record of Stygnidae for the state of Espirito Santo and description of a new Protimesius (Arachnida : Opiliones : Laniatores)

Protimesius osvaldoi sp. nov. is described from the Reserva Biologica de Sooretama, state of Espirito Santo, Southeastern Brazil, being the First record of Stygnidae from this State and the southernmost record of the family in the Brazilian Atlantic Forest (hitherto, the family was recorded down to Bahia only), extending in 210 km south of the previously known distribution. This is a large species, with armature of leg IV very reduced and penial morphology differing from the closest counterparts mainly in the ventral plate, which recedes deeply at the lateral borders and has the distal margin curved ventrally and by the presence of two small intermediate setae. Protimesius Roewer, 1913 consisted hitherto of 17 species, recorded from northern/northeastern Brazil and Amazonia of adjacent Countries. A key is given for the 17 species of Protimesius for which males are known.

Psammophilous halacarid mites (Trombidiformes, Halacaridae) from the North Coast of Sao Paulo State, Brazil

Five halacarid species are reported from the Brazilian coast for the first time. Scaptognathides delicatulus, formerly known only from its type locality in Kuwait; Scaptognathus gibbosus, known from Galapagos and Somalia; and Scaptognathus insularis known from northeastern Australia, have their distributions extended. Along with these new records, Halacaroides antoniazziae sp. nov. and Acarochelopodia caissara sp. nov. are described. Halacaroides antoniazziae sp. nov. differs from its congeners by the presence of three subgenital setae in males and none in females, 41-44 perigenital setae and two posterior external genital acetabula in males. Acarochelopodia caissara sp. nov. has a rounded anterior epimeral plate margin, the posterior epimeral plates are partially divided into two halves but anteriorly joined by a narrow band, the dorsal setae on tarsus I are grouped 1:2, and the anterior and posterior dorsal plates have a length: width ratio of 1.61-1.77 and 1.60-1.70, respectively.

Two new species of Pamphobeteus Pocock 1901 (Araneae : Mygalomorphae : Theraphosidae) from Brazil, with a new type of stridulatory organ

Two new species of Pamphobeteus Pocock 1901 are described from Brazil: Pamphobeteus crassifemur sp. nov. and Pamphobeteus grandis sp. nov.; Pamphobeteus nigricolor, formerly described from Colombia, Ecuador and Bolivia, is recorded from Brazil and its distribution in Ecuador and Bolivia is questioned. A new type of stridulatory organ is described from legs III and IV of P. crassifemur sp. nov. The structure consists of spiniform setae. Stridulation occurs when the spider moves the legs III and IV, sometimes while shedding urticating hairs.

Breeding of the Rufous-thighed Hawk (Accipiter erythronemius) in Argentina and Brazil

The Rufous-thighed, Hawk (Accipiter erythronemius) is a poorly-known, small raptor that dwells in forests and wooded savannas in south and eastern Brazil, Taraguay, eastern Bolivia, north and central Argentina, and Uruguay. We studied breeding biology and food habits of the Rufous-thighed Hawk from 1994 to 2007. We documented 14 breeding attempts recorded at nine nest sites in eight localities in Argentina and Brazil. Rufous-thighed Hawks were year-round residents at the study areas. The breeding season was c. 38 weeks long (June through March). Territorial behavior and courtship spanned for 22 weeks starting in mid June. Nest-building started in August. Nestlings were observed throughout December and into early January while fledglings were observed from late December through late March. Most nest sites were conifer plantations averaging 32.2 (SD = 10) years old, 12.6 ha (SD = 11.3) in size with trees averaging d 37.5 cm (SD = 13.5) of diameter at breast height. Nests were placed 20.2 m high (SD = 5.7), near the trunks of non-emergent conifers (Pinus sp. or Araucaria angustifolia). Nests were made of sticks, greater diameter averaging 48.8 cm (SD = 11.4), while nest depth averaged 23.3 cm (SD = 14). Prey items were birds (n = 49) ranging in size from c. 10 g [House Wren (Troglodytes, aedon)] to c. 140 g [White-tipped Dove (Leptotila verreauxi)]. Young started to chase birds at the age of 42-45 days in mid January. Adult males were primarily food providers but also aided in nest defense against other raptors. Females incubated, brooded, and fed young, and took leading roles in defense against humans. Rufous-thighed Hawks had unlined nests placed high in trees, and breeding season was markedly protracted.

Contributions to the taxonomy of the Normanellidae (Copepoda, Harpacticoida): description of a new genus from the Brazilian continental shelf and re-assignment of Pseudocletodes vararensis Scott & Scott, 1893 (ex Nannopodidae)

A new genus and species of Normanellidae (Copepoda, Harpacticoida), Paranaiara inajae gen. et sp. nov., is described from the continental shelf off the northern coast of Sao Paulo State, Brazil. The new genus differs from the type genus Normanella Brady, 1880 and Sagamiella Lee & Huys, 1999 in its presence of lamelliform caudal rami, a maxillulary endopod represented by 2 setae, an unarmed maxillipedal syncoxa, and reduced setation on P2 enp-2 (without outer spine) and P3 enp-2 (with only 2 inner setae). All these apomorphic character states are shared with the genus Pseudocletodes Scott & Scott, 1893, formerly placed in the family Nannopodidae (ex Huntemanniidae) and here assigned to the Normanellidae. Pseudocletodes can be differentiated from Paranaiara by the loss of the P1 endopod and of the inner seta on P2-P4 enp-1, the presence of only 2 inner setae on P2 enp-2 (instead of 3) and only 1 inner seta on P4 exp-3 (instead of 2), the presence of a second inner seta on P4 enp-2 (instead of 1), the morphology of the fifth pair of legs which are not medially fused and have only 3 endopodal elements (instead of 4) in the male, and the well developed caudal ramus seta V (instead of rudimentary). It is postulated that prehensility of the P1 endopod was secondarily lost in the common ancestor of Paranaiara and Pseudocletodes. An updated family diagnosis of the Normanellidae and a dichotomous identification key to the 22 currently valid species are presented.

External Morphology of the Immatures of Polybia paulista (Hymenoptera: Vespidae)

The immatures of Polybia paulista Ihering were described using light and scanning electron microscopy and the results are compared with previous descriptions within the same or related wasps. This study is based on 2 whole nests collected in the municipality of Rio Claro, São Paulo, in Brazil. We have detected the existence of 5 larval instars. The main morphological alterations over development occur in the relative size of structures, yet certain structures appear with subsequent instars and become more evident later in development: increasing density in the number of body spines and papillae; the appearance of body setae in fifth-instar larvae; opening of spiracles upon second-instar larvae; 2 body shapes in fifth-instar larvae; the appearance of a lateral tooth on the mandibles of fourth instar; presence of spines on the maxillae of fifth-instar larvae; altered shape of galea and palps upon third-instar larvae from a cluster of sensilla to a conical elevation; and the appearance of spines on postmentum upon fourth-instar larvae. This way, the present study presents a detailed description of the immatures of P. paulista, and we hope the presented information can be useful to morphological, taxonomic, and phylogenetic studies.

The species of Hippolyte Leach (Crustacea, Caridea, Hippolytidae) from Terminos Lagoon, southwestern Gulf of Mexico

The taxonomic identity of specimens of the genus Hippolyte Leach, 1814 of Laguna de Términos was considered including the colour and the presence-absence of tufts of plumose setae on the dorsal surface of the carapace and abdomen as secondary characteristics to morphological features of taxonomic value. Two groups were formed based on appearance: one transparent with setae and another green without setae. The analysis of five morphological characteristics in adult females of the two groups made it possible to identify only H. zostericola (Smith, 1873). Fecundity and fertility were similar (0.5>p>0.2) in both groups. The first zoea of both groups were also morphologically similar. Considering these results, it is concluded that the only species collected was H. zoslericola and that it has two phenotypical types. It is recomended that the morphological analysis of all larval stages be carried out.

Description of the larva of Mnesarete pudica (Hagen in Selys, 1853) (Odonata: Calopterygidae) and notes on known genera of South American Calopterygidae larvae

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

The influence of sour taste and cold temperature in pharyngeal transit duration in patients with stroke

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)