Maestría en Estudios del Comportamiento (tesis)
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Publicación Entender y reducir la difusión de noticias falsas sobre vacunas en redes sociales : un enfoque desde los estudios del comportamiento(Universidad EAFIT, 2025) Gómez Valencia, David; Pineda Alarcón, Simón; Isaza Duarte, Andrea Catalina; Vallejo Valencia, Beatriz HelenaPublicación Intervención comportamental para incrementar el ahorro en los trabajadores de una serviteca en la ciudad de Florencia-Caquetá(Universidad EAFIT, 2025) Morera-Collazos, Angie Sofía; Lemos Hoyos, MariantoniaThis study addresses the issue of low savings and high informal credit among informal workers at a serviteca in Florencia, Caquetá. Using the COM-B model of Michie et al. (2014) and the EAST model of the Behavioural Insights Team (2018) as a basis, a seven-week behavioral intervention was designed to encourage saving and reduce dependence on informal credit. The intervention included timely reminders, social reinforcement, incentives, and self-recording tools. A mixed-design approach incorporated direct observation, semi-structured interviews, pre and post-intervention surveys, and income and savings analysis. The results revealed significant changes in participants' adoption of savings practices, as well as a decrease in their use of informal credit. The findings also revealed behavioral, emotional, and social barriers and facilitators affecting the sustainability of these changes. This work provides evidence of the effectiveness of behaviorally-based interventions in contexts of economic vulnerability.Publicación La problemática del acoso sexual hacia los hombres en el ámbito laboral, una realidad que se necesita visibilizar : intervención comportamental a colaboradores hombres pertenecientes a una empresa de sector eléctrico(Universidad EAFIT, 2025) Vargas Solarte, Beatriz Helena; Perdomo Peralta, Korina; Suárez Araque, Mariana; Montoya Jaramillo, SaloméThis behavioral intervention, aimed at male employees from the Transmission and Distribution team at Celsia's Yumbo branch, sought to identify workplace sexual harassment behaviors. To achieve this, frames of inquiries, obstacles and enablers such as COM-B, and NUDGE and BOOST strategies were implemented by using stickers and informational capsules. The intervention, carried out over five weeks and evaluated using pretest-posttest surveys and semi-structured interviews, did not show significant quantitative improvements. However, it had a meaningful impact by encouraging conversations and reflections around an issue that has been historically silenced. The findings confirm that men often struggle to recognize themselves as victims, partly due to cultural norms that associate masculinity with invulnerability. Additionally, the study highlights that strategies designed to address harassment against women cannot be directly applied to men, as gender dynamics operate differently. Although this is only a first step, the study provides valuable empirical knowledge and suggests that simply initiating the conversation already represents a breaking point that can pave the way for more effective future interventions.Publicación Intervención comportamental para aumentar el número de solicitudes de contratación ingresadas a tiempo en la plataforma cónico por parte de las auxiliares administrativas de la escuela de administración de EAFIT(Universidad EAFIT, 2025) García Arango, Estefanía; Garzón Correa, Felipe; Pérez Gómez, María Paula; Úsuga Arcila, Gloria Carolina; Peralta Vélez, Ana MaríaPublicación Interacciones entre líderes que beneficien colectivamente la visión de sistema de una aseguradora en Latam : resultados de un programa de intervención comportamental basado en la rueda del cambio con analítica comportamental(Universidad EAFIT, 2025) Panesso Restrepo, Carolina; Mariantonia Lemos, HoyosPublicación Intervención comportamental en adultos mayores de Medellín para impulsar el pensamiento crítico ante la desinformación en WhatsApp sobre gestión de riesgos de desastres(Universidad EAFIT, 2025) Betancur Arboleda, Elizabeth; Mazo Barrientos, Juan DanielMisinformation spread online is a global problem that requires local attention, especially when it is disseminated through instant messaging applications like WhatsApp, whose content cannot be externally curated. Disseminating this content is more challenging in the context of natural disasters and is influenced by emotional and cognitive frameworks, as well as the biases and heuristics present in everyday decision-making. Therefore, the behavior of spreading misinformation depends on each individual's capacity to manage what they decide to share. This thesis reports on a Boosting-type behavioral intervention at the individual level in older adults in the District of Medellín to encourage Critical Thinking in the face of misinformation on WhatsApp about disaster risk management and to assess whether it influences their intention to share misinformation. This intervention challenges the assumptions that older adults lose their critical thinking skills due to cognitive decline and aligns with studies that highlight the importance of believing in their abilities and strengthening them.Publicación Intervención comportamental Parque Comercial el Tesoro, normas sociales y cultura ciudadana para incentivar la recolección de desechos de mascotas(Universidad EAFIT, 2025) Palacio Restrepo, Alejandro; Correa Ortiz, Juan David; Mazo Zapata, JuliánPublicación Intervención comportamental para facilitar el estado atencional en las reuniones virtuales del grupo de lideres de gestión humana en la Unidad Estratégica de Negocio (UEN) Courier del grupo Logístico TCC(Universidad EAFIT, 2025) Ortiz Lopez, Javier Alonso; Ortiz Tovar, Yimer; Londoño Villegas, Luisa Fernanda; Escobar Guerrero, Billy HarbeyThis research aimed to enhance the sustained attention state during virtual meetings of the Human Management team of the Courier Strategic Business Unit (SBU) at Grupo Logístico TCC in Medellín, Colombia, by promoting the systematic implementation of operational routines—repeated, observable, and context-adapted behavioral sequences executed with strategic intent (Feldman & Pentland, 2003, pp. 4-6) - the intervention sought to foster cognitive engagement and efficiency in digital environments, addressing issues such as digital fatigue, multitasking, and the structural improvement of meetings. The four-week intervention involved the application of the EAST model, supported by boosting strategies and complemented by default, visual, and contextual nudges implemented before, during, and after meetings, alongside meeting restructuring and the assignment of specific roles. The measurement, conducted through pretest and posttest assessments, utilized tiva Insights (Microsoft, s. f.) to evaluate operational routines, including no overlap with other meetings, avoidance of multitasking, meetings lasting one hour or less, timely joining and ending, and scheduling within working hours. These measurements were supplemented with surveys and systematic observations. Although the results did not show statistically significant changes in the variables analyzed by Viva Insights, suggesting incipient effects possibly limited by the small sample size or uncontrolled contextual factors, trends of improvement were observed, particularly in the punctual start and end of meetings, as well as reductions in average meeting duration and digital fatigue. These findings provide empirical evidence on behavioral interventions in virtual contexts, contributing to the field of organizational behavior and offering promising insights for future interventions with greater scope and methodological robustness.Publicación Intervención comportamental para fomentar el uso de Microsoft Copilot en un entorno laboral : estudio de caso en Nequi(Universidad EAFIT, 2025) Castrillón-Elorza, María Isabel; Maya Villada, Sara; Ramírez García, María IsabelThis thesis presents a behavioral science-based intervention aimed at promoting the use of Microsoft Copilot at Nequi, as part of a strategy to strengthen digital literacy in the workplace. The intervention was grounded in the COM-B model (Michie et al., 2011), integrating Behavior Change Techniques (BCTs) such as goal setting, modeling, and positive reinforcement, along with nudges to facilitate action. The strategy consisted of three short, practical, weekly micro-challenges aligned with the organizational context, supported by audiovisual capsules and motivational messages, and framed within a narrative inspired by Nequi’s culture: Copilab. The evaluation used a pre-post design with a control group and a mixed-methods measurement approach, combining Likert-type scales, self-reports, and prompt analysis. The results showed significant improvements in perceived capability and intention to use Copilot, but no significant changes were found in motivation or opportunity. The most frecuently reported barriers identified included lack of time, absence of visible role models, and cognitive overload. Overall, the findings suggest that brief, contextualized, behaviorally informed interventions can effectively activate the strategic use of AI, if they are supported by structural conditions that ensure long-term sustainability.Publicación Incremento de la afiliación en colaboradores de Colcafé a su fondo mutuo Fonal : una intervención comportamental(Universidad EAFIT, 2025) Flórez Palacio, Mariana; Gallego Escobar, Carla María; Zapata Escobar, Shirley Maryoris; Jaramillo Gaviria, Ana MaríaPublicación Programa de intervención en compromiso y locus de control interno para fortalecer el comportamiento emprendedor en jóvenes(Universidad EAFIT, 2025) Londoño Noreña, Juliana; Torres Cadavid, SusanaPublicación Todos ponen : acción colectiva y confianza en Laboratorios de Cultura Ciudadana de Medellín. Intervención comportamental para aumentar la capacidad para hacer y cumplir acuerdos en el barrio Loreto de Medellín(Universidad EAFIT, 2025) Echeverri Martínez, Gloria Andrea; Cano Torres, Carolina AstridThis thesis analyzes the results of a behavioral intervention aimed at strengthening the capacity to make and keep agreements in the Laboratory of Civic Culture (LCC) in the Loreto neighborhood of Medellín, in response to the sustained decline in interpersonal trust and willingness to reach agreements, as reported by the Civic Culture Survey (2023). The intervention design was based on the Behavior Change Wheel, using four intervention functions and six behavior change techniques (BCTs). The methodological design combined a quasi-experimental approach with two independent groups, pretest and posttest, complemented by direct observation of the targeted behaviors. The results show a statistically significant difference in the total scores of the “making agreements” dimension, with a high effect size (0.89), as well as an increase in trust toward community leaders (p = .021) and neighbors (p=0.041). The “keeping agreements” variable did not show significant differences overall. Field observations revealed that 72.7% of community commitments were fulfilled when they were collectively constructed, while imposed agreements or those with low ownership showed limited fulfillment (12.5%). These results show that behavioral interventions designed with a participatory approach and rooted in the local territory can activate collective action and strengthen community trust bonds, even in contexts—such as the case of the Loreto neighborhood—characterized by distrust and skepticism toward institutions.Publicación Intervención conductual para mejorar el desempeño de los asesores comerciales en una entidad financiera de Colombia a través de una estrategia de retroalimentación personalizada de resultados de su plan comercial(Universidad EAFIT, 2025) Atehortua Mesa, Alejandro; Díaz Bermúdez, Juan Pablo; García Montoya, Leidy Jinet; Cardona Mesa, Laura CarolinaPublicación Comunicación argumentativa de diseñadores de experiencia: intervención comportamental cocreada con nudges educativos en una organización financiera(Universidad EAFIT, 2025) Londoño Avila, Melissa; Correa Rincón, Valentina; Echeverri Álvarez, JonathanPublicación Decisiones que construyen futuro : promoción del ahorro en empleados del sector financiero(Universidad EAFIT, 2025) Bedoya Agudelo, María Fernanda; Valdés Duque, Natalia; Ramirez García, Maria IsabelPublicación Intervención comportamental para fortalecer las conversaciones basadas en el “ser”, de líderes a colaboradores de un equipo comercial en una entidad financiera(Universidad EAFIT, 2025) Gómez González, Natacha María; Quintero Madera, Julieth Elena; Pacheco Rodríguez, Diana Marcela; Jaramillo Gaviria, Ana MaríaPublicación Intervención comportamental para promover el bienestar financiero del personal operativo en Sumicol Corona(Universidad EAFIT, 2025) Gómez Mejía, Catalina; Pacheco Carcioffi, Valentina; Vallejo Montoya, María Camila; Jaramillo Gaviria, Ana MaríaPublicación Intervención comportamental para aumentar la asertividad en estudiantes de primaria de una institución educativa de Medellín para prevenir situaciones de bullying. Estudiantes que marcan la diferencia : fomentando la expresión asertiva(Universidad EAFIT, 2025) Londoño González, Juliana Marcela; Salazar Marín, Jaime Andrés; Zuleta Arroyave, Juan Camilo; Palau Vasco, Jesús AlexanderPublicación Reenfocando la atención : promoviendo hábitos de alimentación saludable desde las loncheras intervención comportamental a familias con niños matriculados en el grado transición de una institución educativa privada en Envigado(Universidad EAFIT, 2025) Génez Martínez, Fernando Andrés; González Eslava, Eliana; Montoya Jaramillo, SaloméThis behavioral intervention, aimed at families with children in the Transition grade at a private educational institution in Envigado, sought to promote better choices when purchasing and packing lunchbox snacks. Using the EAST model, three types of nudges (affective, cognitive, and behavioral) were applied through targeted messages to families, along with gamification for children to encourage the consumption of healthy foods and reduce the use of ultra-processed products. The intervention was implemented over three weeks and evaluated through systematic observations, a pretest-posttest survey on purchasing habits, and the PANAS affectivity scale. The results showed significant improvements in families' perception of health benefits (p < 0.001) and ease of preparation (p = 0.008). Additionally, an increase in the nutritional quality of lunchboxes was observed, with positive effects across all measurements. However, a decrease in caregivers' positive affect (p < 0.001) was recorded, suggesting the need to address emotional factors in future interventions. The findings suggest that nudges can improve eating habits and the nutritional quality of school lunchboxes, although psychological and contextual aspects should be considered in the design to achieve sustainable long-term changes.Publicación Intervención comportamental para moderar el uso del celular en clase por parte de estudiantes de una universidad de la ciudad de Medellín(Universidad EAFIT, 2025) Álvarez Lince, Camilo; Peralta Vélez, Ana María