{"id":4592,"date":"2022-08-11T17:21:19","date_gmt":"2022-08-11T22:21:19","guid":{"rendered":"https:\/\/willardmanrique.pe\/?p=4592"},"modified":"2022-08-12T11:37:50","modified_gmt":"2022-08-12T16:37:50","slug":"distancia-genera-percepciones-favorables-a-marcas-exclusivas","status":"publish","type":"post","link":"https:\/\/willardmanrique.pe\/en\/2022\/08\/11\/distancia-genera-percepciones-favorables-a-marcas-exclusivas\/","title":{"rendered":"\u201cDistancia\u201d Genera percepciones favorables a marcas exclusivas"},"content":{"rendered":"
<\/div><\/div>

El lugar que ocupan los productos en un punto de exhibici\u00f3n no es algo intuitivo. Existen muchos estudios con aproximaciones distintas para diferentes categor\u00edas. Una investigaci\u00f3n, de los profesores Xing-Yu Chu y Chun Tuan Chang de la Universidad Nacional Sun Yat-sen y de \u00c1ngela Y Lee de la Universidad de Kellogg, nos aproxima a reflexiones y hallazgos sobre las percepciones que genera la \u201cdistancia\u201d, que existe entre un producto y un comprador.<\/p>\n

\u00bfPor qu\u00e9 los relojes exclusivos se guardan en lo profundo de la vitrina, a vista pero lejos de las personas? Los investigadores encontraron que en las marcas premiun, asociadas al lujo, el alto precio y el prestigio, la distancia beneficia la percepci\u00f3n de exclusividad. La distancia correcta depender\u00eda de la imagen que quiere transmitir una marca. \u201cEl uso efectivo de la distancia espacial no es una estrategia \u00fanica para todos\u201d, sostiene Lee.<\/p>\n

La investigaci\u00f3n, aplicada a 179 personas, para experimentar con un marca premiun, pidi\u00f3 a los participantes que miraran una foto de un bolso y un maniqu\u00ed, calculando la distancia entre los objetos. A la mitad de ellos se le dijo que la marca del bolso era \u201cpremium\u201d, mientras que a la otra mitad se le precis\u00f3 que era de \u201calta calidad\u201d. El primer grupo, que conoc\u00eda que la marca era premium, consider\u00f3 que el bolso estaba m\u00e1s lejos del maniqu\u00ed frente a los se les comunic\u00f3 que la marca no era tan exclusiva. Pese a que los objetos ten\u00edan la misma proximidad, la marca premium alarg\u00f3 la distancia percibida entre el producto y el modelo; mientras que la de menor calidad la redujo.<\/p>\n

El estudio tambi\u00e9n involucr\u00f3 ejercicios complementarios con marcas de bolso populares e impopulares, a la misma distancia y con distintas percepciones. Otra prueba involucr\u00f3 a 120 participantes, a quienes se les colocaron entre 3 o 5 pies de distancia de una mochila de cuero de primera calidad, pidi\u00e9ndoles evaluar el prestigio y gusto. Los que se colocaron a metro y medio la consideraron prestigiosa y se sintieron m\u00e1s atra\u00eddos por la mochila. El patr\u00f3n opuesto se gener\u00f3 en 80 participantes que tuvieron una distancia menor.<\/p>\n

Para los investigadores, estos experimentos evidencian que la asociaci\u00f3n entre la imagen y la distancia que tienen las personas, no es solo unidireccional. \u201cCuando vemos algo lejano, lo percibimos lujoso. Y por la misma asociaci\u00f3n, cuando vemos algo suntuoso, tambi\u00e9n pensamos que est\u00e1 m\u00e1s lejos. Eso realmente muestra cu\u00e1n arraigada est\u00e1 esa asociaci\u00f3n\u201d, sostiene la profesora de Kellogg.<\/p>\n

Tambi\u00e9n hicieron experimentos complementarios en dise\u00f1os y comunicaciones en plataformas digitales como anuncios. \u00a0Si bien todos los experimentos no muestran exactamente por qu\u00e9 los consumidores asocian la distancia con el lujo y la popularidad con la proximidad, la especialista sostiene que el uso de atributos f\u00edsicos\u00a0 a menudo hacen que las personas o los productos parezcan m\u00e1s impresionantes, generando v\u00ednculos entre los rasgos f\u00edsicos y emocionales; y que eso puede explicar por que diferentes productos se sienten mejor desde diferentes distancias.<\/p>\n

Al poner m\u00e1s distancias entre los clientes y las marcas de lujo, y menos distancia entre los clientes y las marcas con un atractivo masivo, se podr\u00eda maximizar el valor de la marca y probablemente aumentar la percepci\u00f3n de precio o de pago de los clientes por ellas; en funci\u00f3n de lo que aproxima la investigaci\u00f3n.<\/p>\n

Puede ampliar la informaci\u00f3n en:<\/p>\n

https:\/\/insight.kellogg.northwestern.edu\/article\/luxury-product-placement-distance<\/a><\/p>\n<\/div>

<\/div><\/div><\/div><\/div>
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