“TO BE OR NOT TO BE" IS NOT THE ONLY QUESTION IN ADVERTISING FLYERS: HOW AND WHERE BEING ALSO MATTERS

Álvaro Garrido Morgado,Óscar González Benito,Mercedes Martos Partal 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

This study focuses on analyzing the variables that moderate the effectiveness of the advertising flyers, one of the most used tools in retailing, to improve product sales. In previous literature, studies analyzed and confirmed the effectiveness of flyers to increase the traffic store, the general store sales or the synergistic effect of them to highlight and improve the effectiveness of promotions. Despite their confirmed effectiveness on these issues and their large use by retailers and manufacturers, it is missed studies that analyze the variables that may moderate their effectiveness on the sales of the products displayed on it. In fact, only Zhang et al. (2009) tried to analyze if the location in which the product is displayed have an influence on its effectiveness. According to them, they obtained inconclusive results due to their sample size. This study, considering the consumer’s cognitive process, analyzes how the presentation and the position of the product in flyers have an effect on their effectiveness to increase the displayed product’s sales. The results show that (i) the special signage on a displayed product in flyers increases their effectiveness to increase displayed product’s sales, and (ii) not only being highlighted increases the effect of the flyer, but that the product positioning affects decisively. For example, some locations -such as the cover, the top of the pages and areas on the left-, increase the visibility of the product and are more effective than other positions to increase displayed product’s sales. These results are in line with previous studies that indicate the importance of the directionality of reading to capture the customer’s attention in other environments. In sum, as happens inside the store or in the shelf, depending on if the product is displayed with a special signage or in an area where the customers pay more attention due to the standard cognitive process, the effectiveness of the flyers increase. Thus, retailers and manufacturers must consider how and where to be in the flyer, not just being.

Processing and Characterization of Electrospun Nanofibers From Poly(lactic acid)/Trimethylchitosan Blends

Daniella Lury Morgado,Odilio Benedito Garrido Assis 한국고분자학회 2016 Macromolecular Research Vol.24 No.11

In this study the production of biodegradable nanofibrous structures of poly(lactic acid) (PLA) blended with the water-soluble salt trimethylchitosan (TMC) was investigated by using the electrospinning process. Different concentrations of PLA (8 and 10% w/v) and TMC (0.5, 1, and 2% w/v) were prepared and spun. The morphology, diameter and structure of PLA/TMC blended nanofibers were characterized by scanning electron microscope (SEM), atomic force microscope (AFM), Fourier transform infrared (FTIR) spectroscopy, X-ray diffraction (XRD), differential scanning calorimetry (DSC) and contact angle measurements. Images obtained from SEM showed that the blended nanofibers display a uniform and smooth morphology without bead formation. The diameters of the fibers were affected by the presence of chitosan derivative, decreasing from 264 to 184 nm when the TMC addition was 20% (w/w). FTIR and XRD results indicate strong intermolecular hydrogen bonds between the molecules of PLA and chitosan derivative, with reduction in the crystallinity, thermal stability and hydrophobicity as TMC content increases in the blend.

QUALITY PERCEPTION INFLUENCES ON THE EFFECTIVENESS OF COMMERCIAL STIMULI

Alvaro Garrido-Morgado,Oscar Gonzalez-Benito,Mercedes Martos-Partal 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

This study focuses on the effectiveness of two commercial stimuli: displays and advertising flyers. While displays work within the point of sale and trigger a more immediate and impulsive purchase decision, advertising flyers work out of the point of sale and, therefore, favor a more reasoned purchase decision. It is used the cue utilization theory that distinguish two dimensions for perceived quality, extrinsic quality (linked to the brand) and intrinsic quality (related with internal product characteristics), in order to analyze the role of quality perception in determining the effectiveness of both commercial incentives for selling products that induce high purchase involvement and perceived risk. The empirical analysis focuses on computer products sold by one of Europe’s largest computer retailers and, combines scanner, observational and survey data. The results show that both dimensions of quality perceptions moderate the influence of displays and advertising flyers on sales, but their impact differ on each commercial stimuli. Extrinsic quality perception increases to a greater extent the effect of displays which is linked to unplanned purchases. However, intrinsic quality perceptions improves to a greater extent the effect of advertising flyers, which encourage are related more closely to planned purchases.

Combining smart materials for enhancing intelligent systems: initial studies, success cases and research trends

Diaz Lantada, A.,Lafont Morgado, P.,Munoz-Guijosa, J.M.,Munoz Sanz, J.L.,Echavarri Otero, J.,Chacon Tanarro, E.,De la Guerra Ochoa, E. Techno-Press 2014 Smart Structures and Systems, An International Jou Vol.14 No.4

The combined use of smart materials, complementing each others' characteristics and resulting in devices with optimised features, is providing new solutions in many industries. The use of ingenious combinations of smart materials has led to improvements in actuation speed and force, signal-to-noise ratio, sensor precision and unique capabilities such as self-sensing self-healing systems and energy autonomy. This may all give rise to a revival for numerous families of smart materials, for which application proposals had already reached a stationary situation. It may also provide the boost needed for the definitive industrial success of many others. This study focuses on reviewing the proposals, preliminary studies and success cases related to combining smart materials to obtain multifunctional, improved systems. It also examines the most outstanding applications and fields for the combined use of these smart materials. We will also discuss related study areas which warrant further research for the development of novel approaches for demanding applications.

Combining smart materials for enhancing intelligent systems: initial studies, success cases and research trends

A. Díaz Lantada,P. Lafont Morgado,J.M. Munoz-Guijosa,J.L. Muñoz Sanz,J. Echávarri Otero,E. Chacón Tanarro,E. De la Guerra Ochoa 국제구조공학회 2014 Smart Structures and Systems, An International Jou Vol.14 No.4

The combined use of smart materials, complementing each others' characteristics and resultingin devices with optimised features, is providing new solutions in many industries. The use of ingeniouscombinations of smart materials has led to improvements in actuation speed and force, signal-to-noise ratio,sensor precision and unique capabilities such as self-sensing self-healing systems and energy autonomy. Thismay all give rise to a revival for numerous families of smart materials, for which application proposals hadalready reached a stationary situation. It may also provide the boost needed for the definitive industrialsuccess of many others. This study focuses on reviewing the proposals, preliminary studies and successcases related to combining smart materials to obtain multifunctional, improved systems. It also examines themost outstanding applications and fields for the combined use of these smart materials. We will also discussrelated study areas which warrant further research for the development of novel approaches for demandingapplications.

Towards automatic EEG cyclic alternating pattern analysis: a systematic review analysis: a systematic review

Fábio Mendonça,Sheikh Shanawaz Mostafa,Fernando Morgado-Dias,Antonio G. Ravelo-García,Ivana Rosenzweig 대한의용생체공학회 2023 Biomedical Engineering Letters (BMEL) Vol.13 No.3

This study conducted a systematic review to determine the feasibility of automatic Cyclic Alternating Pattern (CAP)analysis. Specifically, this review followed the 2020 Preferred Reporting Items for Systematic reviews and Meta-Analyses(PRISMA) guidelines to address the formulated research question: is automatic CAP analysis viable for clinical application?From the identified 1,280 articles, the review included 35 studies that proposed various methods for examining CAP,including the classification of A phase, their subtypes, or the CAP cycles. Three main trends were observed over timeregarding A phase classification, starting with mathematical models or features classified with a tuned threshold, followedby using conventional machine learning models and, recently, deep learning models. Regarding the CAP cycle detection,it was observed that most studies employed a finite state machine to implement the CAP scoring rules, which depended onan initial A phase classifier, stressing the importance of developing suitable A phase detection models. The assessment ofA-phase subtypes has proven challenging due to various approaches used in the state-of-the-art for their detection, rangingfrom multiclass models to creating a model for each subtype. The review provided a positive answer to the main researchquestion, concluding that automatic CAP analysis can be reliably performed. The main recommended research agendainvolves validating the proposed methodologies on larger datasets, including more subjects with sleep-related disorders,and providing the source code for independent confirmation.

Processing and Characterization of Chitosan Films with Incorporation of Ethanolic Extract from “Pequi” Peels

Caroline Alves Breda,Daniella Lury Morgado,Odílio Benedito Garrido Assis,Marta Cristina Teixeira Duarte 한국고분자학회 2017 Macromolecular Research Vol.25 No.11

Chitosan is a polysaccharide with excellent film forming ability widely evaluated as active packaging and edible coatings. Chitosan has good antimicrobial activity in gel form; however, in a solid state (film format), a reduction in this activity can occur due to spatial arrangement of the chains in the polymer matrix. Small amounts of natural compounds could then be added to the film formulations to improve both antifungal and antibacterial properties. One possible additive is the “pequi” (Caryocar brasiliense Comb.) peel ethanolic extract (PPE), which forms homogenous blend with chitosan and has proved antimicrobial activity. In this study the preparation of chitosan-PPE was evaluated concerning the effect promoted in the film structure due PPE incorporation. Films processed by casting were analyzed by Fourier transform infrared spectroscopy (FTIR), microscopy, X-ray diffraction, mechanical and thermal properties, water vapor permeability (WVP) and surface wettability. FTIR analysis indicates interactions between the phenolic compounds in the extract and the hydroxyl and amine groups present in the chitosan structure, by establishing a possible ester bonding between constituents. The presence of PPE resulted in a decrease of WVP and an increasing in hydrophobicity. The extract addition also reduced the film’s crystallinity along with a slight decrease of plasticity and lowering of the initial polymeric degradation temperature. However, the blend was characterized by a homogeneous matrix with smooth topography. The results suggest that PPE has good compatibility with chitosan, introducing small changes that do not alter the potential for medical or foodstuff applications.

Cashew Gum-Chitosan Blended Films: Spectral, Mechanical and Surface Wetting Evaluations

Carla Silva Martins,Daniella Lury Morgado,Odilio Benedito Garrido Assis 한국고분자학회 2016 Macromolecular Research Vol.24 No.8

Blends of cashew tree gum with chitosan and glycerol as plasticizer were prepared by casting and characterized by Fourier transform infrared spectroscopy (FTIR), mechanical (DMA) and thermogravimetric analysis (TG), scanning electron microscopy (SEM) and surface wettability by static contact angle measurements. FTIR analysis confirmed the consolidation of both polysaccharides and revealed a clearly interaction between the glycerol molecules and hydroxyl groups of chitosan. Chitosan and glycerol improved films mechanical properties and interferes on surface wettability. The unblended cashew gum films presented hydrophilic surfaces (medium measure angle as 40o) and with the addition of chitosan provides a shift towards a more hydrophobic behavior (52o and 75o for additions of 0.5% and 1.0% (w/w) chitosan respectively). Microscopy surface observation confirmed that the presence of glycerol reduced film cracking, changing them from fragile to a more plastic property. The film forming ability of chitosan is also preserved when blending with cashew gum.

A Cross-Cultural Comparison of Fears in Turkish, South Korean, and American Students

Joy J. Burnham,Sunkyung Kim,Begum Serim Yildiz,Morgan Kiper Riechel,Ozgur Erdur-baker,Christina N. Kirby,Juliana K. Morgado 한국상담학회 2016 Journal of Asia Pacific counseling Vol.6 No.1

Fears of children from Turkey, South Korea, and the United States were compared for the first time using translated versions of the American Fear Survey Schedule (FSSC-AM; Burnham, 2005). Although several versions of the Fear Survey Schedule for Children (FSSC; Scherer & Nakamura, 1968) have been used since it was introduced, no published studies have reported the fears of South Korean children, and only a limited number of Turkish studies have used the FSSC (Serim, 2010; Serim-Yıldız & Erdur-Baker, 2013; Serim-Yıldız, Erdur-Baker, & Bugay, 2013). This exploratory study presents data from middle and high school students from two countries rarely studied in the fear literature. Fears of school-aged children in Asia and Eurasia are presented and compared to an American sample. The sample included 637 middle and high school students, and significant differences were found across age, gender, and country, and in most common fears. Implications for counseling and future research will be discussed.

The Effect of Agave tequilana Weber Inulin on Postprandial Ghrelin Concentration in Obese Patients

Betsabe Contreras-Haro,Jose A. Robles-Cervantes,Manuel Gonzalez-Ortiz,Esperanza Martinez-Abundis,Claudia Espinel-Bermudez,Martha P. Gallegos-Arreola,Karina C. Morgado-Castillo 한국식품영양과학회 2017 Journal of medicinal food Vol.20 No.2

This study was performed to investigate the effect of Agave tequilana Weber inulin on postprandial ghrelin levels in obese patients. A randomized, double-blind, cross-over design was performed. A total of 14 patients were allocated into two groups: one group received a drink that contained 500 mL lemon water, 24 g of A. tequilana Weber inulin, and 75 g glucose and the other group received a placebo drink with 500 mL lemon drink and 75 g of glucose. After a 7-day washout period, the groups were crossed. The primary outcome measure was postprandial ghrelin levels between minute 240 and minute 270. A. tequilana Weber inulin did not change postprandial ghrelin concentration in obese patients.