{"id":4983,"date":"2019-09-13T09:33:13","date_gmt":"2019-09-13T14:33:13","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=4983"},"modified":"2019-09-13T09:40:23","modified_gmt":"2019-09-13T14:40:23","slug":"las-siluetas-de-los-empaques-un-contenedor-con-significado","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/las-siluetas-de-los-empaques-un-contenedor-con-significado\/","title":{"rendered":"Las Siluetas de los Empaques: un contenedor con significado"},"content":{"rendered":"

Utilizando est\u00edmulos visuales simples, como la silueta de los empaques, nuestros sentidos nos permiten comprender r\u00e1pidamente las categor\u00edas de productos.(1)<\/p>\n

Este estudio contrasta la percepci\u00f3n que tiene el consumidor a partir de la silueta de bebidas refrescantes con las mediciones f\u00edsicas de las mismas siluetas. Para el estudio se utilizan seis categor\u00edas: bebida deportiva, agua, agua saborizada, jugo, gaseosa, malta y te. La evaluaci\u00f3n perceptual indica que el consumidor tiene la capacidad de identificar la categor\u00eda a la que pertenece la silueta de la bebida refrescante. El consumidor logra esta clasificaci\u00f3n \u00fanicamente con la percepci\u00f3n de la silueta, adicionalmente la capacidad perceptual de los consumidores logra una clasificaci\u00f3n m\u00e1s precisa de las siluetas de las bebidas que la medici\u00f3n f\u00edsica. Las caracter\u00edsticas visuales que permiten la diferenciaci\u00f3n de las siluetas de las seis categor\u00edas son el ancho de la tapa y la forma de la botella (kurtosis de la silueta).<\/p>\n

En un segundo experimento, se crean artificialmente siluetas de botellas. A partir de este cambio, cuando la informaci\u00f3n b\u00e1sica de la botella, como es la forma, se modifica los consumidores disminuyen su capacidad para reconocer la categor\u00eda correspondiente. De all\u00ed, para productos de consumo masivo como los de bebidas refrescantes, la importancia de conservar caracter\u00edsticas comunes a la categor\u00eda que permitan la clasificaci\u00f3n de un empaque dentro de la categor\u00eda de producto correspondiente.<\/p>\n

Las siluetas y datos para este estudio se encuentran disponibles (2).<\/p>\n

    \n
  1. Arboleda, A. M., Arce, C. A. (2015). Quantitative Analysis of Product Categorization in Soft Drinks Using Bottle Silhouettes. Food Quality and Preference, 45<\/em>(October), 1-10. 10.1016\/j.foodqual.2015.04.006<\/li>\n<\/ol>\n

    https:\/\/www.researchgate.net\/publication\/276365025_Quantitative_analysis_of_product_categorization_in_soft_drinks_using_bottle_silhouettes<\/a><\/p>\n

     <\/p>\n

      \n
    1. Arboleda, A. M., Arce, C. A. (2019). Code and Data on the categorization of soft-drink bottles using image silhouettes. Data in Brief, 22<\/em>(February), 590-594. sciencedirect.com\/science\/article\/pii\/S2352340918316081<\/a><\/li>\n<\/ol>\n

      https:\/\/www.researchgate.net\/publication\/329897681_Code_and_data_on_the_categorization_of_soft-drink_bottles_using_image_silhouettes<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

      Utilizando est\u00edmulos visuales simples, como la silueta de los empaques, nuestros sentidos nos permiten comprender r\u00e1pidamente las categor\u00edas de productos.(1) Este estudio contrasta la percepci\u00f3n que tiene el consumidor a partir de la silueta de bebidas refrescantes con las mediciones f\u00edsicas de las mismas siluetas. Para el estudio se utilizan seis categor\u00edas: bebida deportiva, agua, […]<\/p>\n","protected":false},"author":48,"featured_media":4987,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[60],"tags":[127,128],"class_list":["post-4983","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articulos","tag-atencion","tag-destacado"],"yoast_head":"\nLas Siluetas de los Empaques: un contenedor con significado | Marketing Zone Icesi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.icesi.edu.co\/marketingzone\/las-siluetas-de-los-empaques-un-contenedor-con-significado\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Las Siluetas de los Empaques: un contenedor con significado | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"Utilizando est\u00edmulos visuales simples, como la silueta de los empaques, nuestros sentidos nos permiten comprender r\u00e1pidamente las categor\u00edas de productos.(1) Este estudio contrasta la percepci\u00f3n que tiene el consumidor a partir de la silueta de bebidas refrescantes con las mediciones f\u00edsicas de las mismas siluetas. Para el estudio se utilizan seis categor\u00edas: bebida deportiva, agua, […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.icesi.edu.co\/marketingzone\/las-siluetas-de-los-empaques-un-contenedor-con-significado\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing Zone Icesi\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Marketingzoneicesi\/\" \/>\n<meta property=\"article:published_time\" content=\"2019-09-13T14:33:13+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-09-13T14:40:23+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2019\/09\/suletas.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"617\" \/>\n\t<meta property=\"og:image:height\" content=\"264\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Marketing Zone\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" 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Para el estudio se utilizan seis categor\u00edas: bebida deportiva, agua,…","_links":{"self":[{"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/posts\/4983","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/users\/48"}],"replies":[{"embeddable":true,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/comments?post=4983"}],"version-history":[{"count":2,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/posts\/4983\/revisions"}],"predecessor-version":[{"id":4986,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/posts\/4983\/revisions\/4986"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/media\/4987"}],"wp:attachment":[{"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/media?parent=4983"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/categories?post=4983"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/tags?post=4983"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}