Artículos

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https://hdl.handle.net/10784/4289

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Examinando Artículos por Autor "Ceballos L.M."

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    Colombian Consumers' Outshopping of Apparel in the U.S
    (Routledge, 2017-09-01) Ceballos L.M.; Byoungho, Jin; Ortega, Ana Maria
    Outshopping is defined as purchasing goods outside of consumers' trading areas. Despite threatening local economies, outshopping generates valuable opportunities for the new trading areas in which it occurs
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    The MAYA principle as applied to apparel products: The effects of typicality and novelty on aesthetic preference
    (Emerald Group Publishing Ltd., 2019-01-01) Ceballos L.M.; Hodges N.N.; Watchravesringkan K.
    Purpose: There are numerous design principles that can guide strategic decisions and determine good product design. One principle that has received considerable attention in the literature is the MAYA principle, which suggests that consumers seek a balance of typicality and novelty in products. The purpose of this paper is to test the MAYA principle specific to various categories of apparel. By drawing from the MAYA principle as a two-factor theory, the effects of specific aesthetic properties (i.e. typicality and novelty) of apparel products on consumer response were examined. Design/methodology/approach: An experimental design in three phases was implemented. Findings: Results revealed that typicality is the primary predictor of aesthetic preference relative to pants and jackets, while both typicality and novelty are significant predictors of aesthetic preference relative to shirts, suggesting that the MAYA principle better explains aesthetic preference relative to shirts. Research limitations/implications: Understanding consumers’ reactions to product design provides potential value for academics as well as practitioners. Practical implications: Consideration of both aesthetic properties is needed when implementing the MAYA principle in apparel design. Originality/value: Although studies have examined the MAYA principle relative to consumer products, few have examined how the principle operates relative to apparel products. The definition of a design principle, such as the MAYA principle, assumes that the logic proposed should apply to all types of products. Yet, this empirical study reveals that this is not the case when applied across different apparel categories. © 2019, Emerald Publishing Limited.
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    Value segmentation of adolescents: a performance of appearance
    (Taylor and Francis Ltd., 2018-05-04) Ceballos L.M.; Bejarano M.
    An understanding of youth culture is fundamental for attracting new consumers. However, few qualitative studies have analysed adolescent fashion consumer behaviour. Utilising a dramaturgical framework, this qualitative research aims to understand the adolescent’s relationship to fashion by identifying the values guiding adolescent social performance. The ethnographic study proceeded with 16 participants between the ages of 13 and 18 from various socio-economic strata in Medellín, Colombia. Four value segments were used to describe these teens’ performances: Trendy, Undercover, Luxury Pink, and Free Style. The values of these adolescent consumers prioritised ‘being well respected’, ‘a sense of belonging’, ‘excitement’, and ‘fun and enjoyment of life’. Findings indicated that while some of these emerging market adolescents adhered to global generalisations made about teenagers, certain specific contextual influences were found to express their values and, by extension, their fashion wants. Additional theoretical contributions were found by examining differences in the expression of values across value segments. © 2017, © The Textile Institute and Informa UK Ltd 2017.