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En un contexto dado, nuestra percepción de un estímulo (en el presente marco, un producto alimenticio) se ve afectada, en primer lugar, por sus diversas propiedades sensoriales (extrínsecas e intrínsecas). Las características intrínsecas de un alimento (por ejemplo su sabor, olor, color, textura, emisión de sonido al romperse, etc.) obviamente desempañan un papel esencial en su evaluación por parte de los consumidores. Sin embargo, el impacto que puede llegar a producir tanto los envases como la cubertería o vajilla empleada en la evaluación de un alimento, a un nivel tanto sensorial como afectivo, ha sido poco explorado desde un enfoque multisensorial. La presente tesis tiene como finalidad investigar cómo los distintos sentidos interactúan durante el consumo de un alimento o bebida, y más precisamente, cómo la información sensorial que recibimos a través de los elementos externos al alimento influye en nuestra percepción gustativa y hedónica del mismo. Cada estudio comprendido en la tesis explora nuestra percepción multisensorial de los alimentos analizando la interacción entre distintas modalidades principalmente entre la visión, el tacto y el gusto que intervienen en el proceso. Para ello se han empleado diversas técnicas provenientes de disciplinas como la psicofísica, sociología, ciencia sensorial y marketing (por ejemplo, tarea de asociaciones implícitas (IAT), asociación libre de palabras, distintos tipos de cuestionarios, etc.). Los resultados obtenidos se explican en un marco interdisciplinar, combinando conocimientos y teorías de áreas como la psicología perceptiva, la ciencia sensorial, la investigación con consumidores, y el diseño. En conjunto, los resultados demuestran la complejidad de la percepción multisensorial de un alimento (junto con los elementos que lo acompañan durante el consumo), así como la de su medida e interpretación. Esta tesis doctoral se ha elaborado de acuerdo con los requisitos establecidos por la UPV. / Piqueras Fiszman, B. (2012). More than meets the mouth: Assessing the impact of the extrinsic factors on the multisensory perception of food products [Tesis doctoral]. Universitat Politècnica de València. https://doi.org/10.4995/Thesis/10251/18104

The purposes of this study were to investigate consumer satisfaction, preferences, and care procedures of selected nightgown fabrics. Additionally, demographic information was obtained to characterize the sample. The data were provided by 54 females in Delaware, Massachusetts, Pennsylvania, New York, Rhode Island, Vermont, and Virginia. Eight subjects, each wearing two different gown fabrics participated from five states; however, one participant each from Massachusetts and Vermont was disqualified. The four fabrics used in this study, representative of those available in the marketplace for the manufacture of ladies sleepwear, were made from: (1) 100% polyester, pink, brushed knit, (2) 100% nylon, lavender tricot, (3) 80/20% acetate-polyester, blue-green, brushed knit, and (4) 80/20% acetate-nylong, yellow-green, brushed knit. Preliminary and terminal interview questionnaires were used to collect the data as well as satisfaction ratings cards. Frequency distributions and percentages were used to characterize the findings from this study. Participants tended to be fairly young, well educated and dwellers of single family houses. The majority earned incomes in excess of $10,000. Automatic washers and dryers were used predominately. A variety of textile goods were laundered in the same loads as the sleepwear. Wearers indicated preferences for one or the other of the two gowns on each of the following factors: ease of soil removal, colorfastness, shape retention, appearance, hand, and durability. The 100% polyester, brushed knit fabric was preferred overall, but other fabrics received higher ratings on individual factors. On satisfaction factors, hand and ease of care were the most pleasing characteristics. Static electricity continues to be a problem. Satisfaction scores were somewhat parallel to preferences. / Master of Science

The "Dine To Your Heart's Content" program was assessed from points of view of selected patrons and restaurateurs in Virginia. Restaurateurs were interviewed and patrons responded to a mail questionnaire. Patrons were divided into four groups: 1)those following a heart healthy diet due to a physician's recommendation, 2)those with a self reported family history of heart disease, 3)those expressing interest in heart disease, and 4)those who expressed little or no interest in heart health. The frequencies with which patrons dined away from home, dined in restaurants offering this program, and complied with a heart healthy diet when dining out were analyzed. There were no significant differences among groups relative to these factors. The perceived degree of benefit provided by this program also was investigated. Those expressing little or no interest in heart health reported receiving significantly less benefit from the program than the other groups (p<0.02). Restaurateurs' perceptions of the wants and needs of these patrons and of the advantages and disadvantages of this program were explored. The perceived needs for nutrition training for restaurateurs and their waitstaff also were examined. Ninety-six percent of the restaurateurs expressed a need for nutrition education. Patrons, restaurateurs, and waitstaff were tested for knowledge of food composition relative to fats and oils. The average score was 6.2 out of 13 points with no significant differences in scores among groups. Major recommendations suggested for this program include: l)assistance to restaurateurs in the identification of appropriate menu items and in communicating menu attributes positively, and 2)improved nutritional education for both patrons and waitstaff to increase awareness and understanding of the program. / Master of Science

This study draws on Dorothy Smith's feminist sociological theory and methodology to propose an alternative way of conceptualizing and conducting inquiry into consumer issues. The application of this approach is then illustrated using the subject of diapers. Qualitative interviews were conducted with six mothers of children in diapers and with three institutional users of diapers: a home care provider, child care center administrator, and hospital nursery administrator. In addition, documents produced by various institutions (diaper laundering services, diaper manufacturers, environmental groups) as well as press accounts of the issue were collected. Analysis reveals a divergence between the themes present in mothers' narratives and those in media accounts of the subject. What is considered knowledge about diapering, however, is based on the texts of experts, not on mothers' everyday experiences. Many factors that shape and limit mothers' diapering options, including the products on the market, geographic location, finances, the child's size and sensitivity to certain products, or the need to secure the cooperation of partners and child care providers, are seldom acknowledged in the diaper "debate."The findings have implications both for academics and for practitioners. In research, feminist perspectives contribute to a more complete understanding of consumer and sociological problems than could be gained solely through more traditional approaches. Likewise, consumer and other advocates' work would benefit from more nuanced approaches that can better accommodate the diversity of individuals' concerns and experiences and that reflect the realities of their daily lives. / Master of Science

This research study aims to investigate consumers' perception ( attitudes and their intention to chose) of green hotels. Due to significant increases in the Hispanic population and consequently their purchasing power, the study will focus on Hispanics' attitudes. Additionally, this study seeks to enlighten and identify attitudes that could possibly attract a different kind of consumer to green hotels. ' The use of eco-friendly products has risen as more people become aware of the consequences human behavior has on the environment. Likewise, the amount of hotels that employ strong efforts on environmental activities has increased. However, the concept of green hotels seems to be stronger in the supply-side rather than the consumer demand-side. This could be attributed to misperceptions of consumers' environmental behaviors and ineffective marketing campaigns. Additionally, a market that has not been thoroughly considered is the rapidly growing market of Hispanic consumers. A theoretical and practical approach is used throughout the study. The empirical part of the study was conducted at the 2009 Hispanic Business and Consumer Expo in Central Florida. The findings suggest that the Hispanic consumer has a highly positive attitude toward eco-friendly measures practiced in hotels. Additionally, the findings show significant differences within Hispanic subgroups when classified by various demographic factors. In consideration of the findings, practical implications are contended and future research is suggested in view of the limitations faced.

The purpose of the research was to determine the sources of customer satisfaction with apparel factory outlet stores. Six store attributes consisting of physical facilities, location, store service, merchandise, store atmosphere, and promotion were investigated. Data were collected through a mall intercept survey using a self-administered questionnaire. A total of 200 respondents participated in the study. The rate of refusal was estimated to be 42 percent. One-way analysis of variance was used to test for differences in customers' perception of stores on six attributes. Differences were found to exist among the stores on three attributes, specifically, "physical facilities," "store service," and "store atmosphere." ANOVA results for importance attached to store attributes showed no significant differences among the customers of the five stores. Correlation analyses showed high correlations between and among perception/importance combinations for each store attribute and overall satisfaction. Multiple regression gave "merchandise" and "promotion" as the best predictors of overall satisfaction. Correlations, ANOVA, and t-test were used to establish the relationship(s) between customer personal characteristics and overall satisfaction. No relationships were found between demographic characteristics or fashion interest, and overall satisfaction. However, buying behavior patterns were found to be related to overall satisfaction. Chi-square tests were used to determine significant relationship(s) between selected personal characteristic variables. Cramer's V indicated the strength of association between variables. Association was found to be moderately strong only between frequency of shopping and distance traveled. Those who more frequently shopped at the store lived nearer the area. / Ph. D.

This study was designed to characterize consumer purchases of organic milk by differentiating consumers based on buying behavior and then evaluating what personal and household characteristics were most prominent in each group. Cluster analysis was used to differentiate four groups of consumers based on their total volume of milk purchases, percentage of organic milk purchases, and frequency of milk purchases. The clusters were then characterized based on household size, household income, age of children, race, Hispanic origin, and head of household's age, education, occupation, and gender. Regression analysis then estimated the effects of the socio-demographic variables on cluster membership. Results were consistent with existing literature. Those who purchased the most organic milk were females with a small household, families consisting of one or two members, or larger families, usually four. These two groups of consumers differentiated themselves from one another and from the other two clusters that purchased less organic milk with larger families purchasing more milk, but a smaller percentage of organic milk purchases. The results of identifying consumers based on their milk buying behavior can be used by marketers and educators to target individuals, based on group membership, for planning and guiding education and advertising campaigns and programs. / Master of Science

We live in an experience economy where a lot of value creation rests on the consumption of hedonic experiences. Today, such experiences are at the crux of many consumption choices. Hence, setting up an environment to foster positive hedonic consumption experiences is of high relevance and importance to consumers and marketers alike. To contribute to our understanding of how such experiences interact with the marketplace, this doctoral dissertation presents two essays on how consumption experiences can be elevated. The first essay proposes a novel theory of a particular mindset, the Consummatory Mindset, which contributes to the elevation of consumers’ enjoyment of hedonic experiences. In this essay, taking a grounded theory approach, I phenomenologically describe and conceptualize three fundamental pillars of the consummatory mindset: acceptance of the experience, mental readiness, and a felt permission to enjoy the experience. Subsequently, across three empirical studies, I experimentally manipulate two of these pillars and provide preliminary evidence in support of the mindset, demonstrating that this mindset may lead to an enhanced enjoyment of consumption experiences. In a second essay that complements the first, I investigate the psychological factors that elevate a hedonic consumption experience into one that is “special.” Given that all else being equal, marketplace experiences that consumers deem special are likely to be seen as more valuable, thereby creating greater customer value, it is in marketers’ interest to make certain consumption experiences special. In my second essay, across five studies, I synthesize insights from an analysis of numerous consumer informant narratives and depth interviews, a field survey, natural language processing of more than four million Yelp reviews, a pre-registered experimental test of the major pillars of special consumption experiences, and an experimental analysis of Instagram posts. The findings converge in identifying three main psychological pillars of what makes consumption experiences special, each with multiple facets: (a) uniqueness (defined by the rarity, novelty, personalization, exclusivity, surpassing of expectations, and ephemerality facets of the experience); (b) meaningfulness (based on the significance of the experience in relation to symbolic importance, relationships, identities, and personal transformations); and (c) authenticity (regarding perceived genuineness and realness, in light of the source, presentation, and prototypicality of the experience). The findings have substantive business implications for the engineering of hedonic consumption experiences.

Yes / This study explores the underdog brand biography dimensions that emerging-country consumers identify with (Study 1) and attempts to uncover the effects of these dimensions on brand affinity and purchase intention moderated by self-identity and brand trust (Study 2). Study 1, using data from 359 young Indians, reveals three underlying dimensions integral to underdog brand biography in emerging markets. Study 2 employs an experimental setup with a single-factorial design among 332 young Mexican consumers to investigate the direct effects of three identified underdog brand biography dimensions on purchase intention, mediated by brand affinity and moderated by consumer self-identity and brand trust. Study 1 reveals three dimensions underlying underdog brand biographies: unfavorable circumstances, striving in adversities and passion, and persistent will to succeed. Study 2 reveals that consumers with higher self-identity demonstrate greater purchase intentions for an underdog brand than a top dog one. This study delineates the link between different dimensions of underdog brand biographies with brand affinity and purchase intention in emerging countries and builds on the understanding of the moderating role played by self-identity and brand trust. The results indicate that marketers can successfully use underdog narratives to influence consumer decision-making, thereby increasing brand affinity and purchase intention.