El buen gusto de la cultura y el arte: una estrategia de marketing con causa
DOI:
https://doi.org/10.46661/rev.metodoscuant.econ.empresa.7819Palabras clave:
Mercadeo con causa, comportamiento del consumidor, fruta fresca, estadístico tipo ANOVA modificado, percepciones gustativas, prueba de WaldResumen
Los argumentos textuales que tienen los empaques influyen en la percepción de los productos. Específicamente, la información prosocial relativa a prácticas empresariales sostenibles mejora la evaluación del producto. Esta investigación evalúa el efecto del apoyo a actividades culturales y artísticas como argumento que influye en la evaluación del gusto. El gusto es una metáfora de la respuesta emocional a los productos. Se realiza un experimento de modelos mixto: El argumento “Apoya actividades culturales/artísticas” es la variable ente grupos y cuatro frutas son la variable intra-sujeto (i.e., gayaba, piña, manzana roja y uvas verdes). Las estadísticas descriptivas y un análisis MANOVA muestran que el sabor dulce y el umami aumentan cuando las frutas tienen el argumento cultural/artístico. Este efecto no se observa para el sabor agrio y amargo. Por lo tanto, los resultados confirman la metáfora del sabor. De acuerdo con la literatura de marketing con causa, es posible interpretar que el apoyo a la industria cultural/artístico tiene un significado simbólico para el consumidor.
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