Examinando por Materia "Aroma"

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    Ítem
    Efectos del aprendizaje asociativo entre un olor y una emoción evocada en jóvenes de Medellín
    (Universidad EAFIT, 2023) Cano Aguilar, Isabela; Guedella Hernández, Guadalupe; Echeverri Álvarez, Jonathan
    The present study is an academic exercise that aims to adapt previous scientific research relating the effects of associative learning between an odor and an emotion (Herz, Schankler and Beland, 2004). A total of 9 participants are divided into three groups according to the conditions of the presence or absence of a particular odor, Group 1 is exposed to the same odor at two times, Group 2 is exposed to a different odor at each time, and Group 3 is not exposed to any particular odor (control). The STAI instrument is used to measure anxiety-state levels in a pretest-posttest model and performance is assessed with a linguistic task. The findings are similar to those of the study by Herz et al. (2004), where Group 1 presents an increase in anxiety at Moment 2 compared to Moment 1 and the time spent together with the correct answers is lower compared to the other groups; however, the behavior of Group 2 is similar to Group 1, so it is pertinent to carry out a similar study in the future with a larger sample to obtain representative results and more information on this phenomenon.
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    Publicación
    Las marcas de olor y su registrabilidad en Colombia : un análisis sobre la actualidad frente al registro de marcas de olor en Colombia y los posibles retos en su ejecución
    (Universidad EAFIT, 2025) Baquero Arrieta, Natalia; Osorio Escobar, Ana María
    Over the years, non-traditional trademarks have emerged as innovative ways to cultivate a sense of distinctiveness and specialty among consumers. According to the Colombian Trademark Office (hereinafter the “CTO”), non-traditional trademarks are characterized by capturing attention through senses other than sight . In order to create this sense of distinctivenes, among the most prominent are those related to the sense of smell: scent trademarks. Scent trademarks have historically become one of the most iconic methods for establishing brand positioning and identity through the association a consumer may develop by experiencing them. According to Bordas (2021): (...) this marketing tool is used by companies in diverse sectors such as restaurants, retailers, and hotels, who have evidenced the advantage of having an odotype that gives them a clear brand identity and makes them recognizable by the consumer, while creating unique and pleasant experiences for the client in the establishment and influencing the increase in sales and brand loyalty. (par.1) The topic of scent is highly subjective. Not only because the essence or object being evaluated is in constant flux (depending on climatic conditions, chemical composition, and other factors) but also because the perception of each aroma is intrinsically personal to the individual experiencing it. Despite their recognition and registrability in several countries, such as the United States, the Netherlands, and the United Kingdom, the possibility of registering a scent trademark in Colombia remains an unattainable aspiration. This research aims to identify the reasons why registering scent trademarks in Colombia is currently not feasible and, if it were to become possible, the primary challenges such registration would pose in the near future, considering the current stance of the CTO.