Estudios en Mercadeo GEM

URI permanente para esta comunidad

https://hdl.handle.net/10784/4288
Se dedica al análisis de diferentes temas que ayudan a comprender mejor las dinámicas de consumo en Antioquia y Colombia. Además busca hacer lectura de la realidad de los mercados, de tal forma que pueda divulgarse a través de conferencias y artículos.

Líneas de investigación: Análisis del consumidor; Consumo y Cultura; Comunicaciones y Marca; Gestión Comercial y de Ventas; Mercadeo de Servicios; Mercadeo Social y Macro-mercadeo; Mercadeo y Moda; Respuesta al Mercado: Valor percibido; Sistemas de Información geográficos y Mercadeo.
Código Minciencias: COL0011169.
Categoría 2019: A1.
Escuela: Administración.
Departamento académico: Mercadeo.
Coordinadora: Laura Isabel Rojas de Francisco.
Correo electrónico: lrojas3@eafit.edu.co

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Examinando Estudios en Mercadeo GEM por Materia "Apparel"

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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.