Consumer behavior knowledge is essential to designing successful products. However, measuring subjective perceptions affecting this behavior is a complex issue that depends on many factors. Identifying visual cues elicited by the product’s appearance is key in many cases. Marketing research on this topic has produced different approaches to the question. This paper proposes the use of Noise-Based Reverse Correlation techniques in the identification of product form features carrying a particular semantic message. This technique has been successfully utilized in social sciences (...) to obtain prototypical images of faces representing social stereotypes from different judgements. In this work, an exploratory study on subcompact cars is performed by applying Noise-Based Reverse Correlation to identify relevant form features conveying a sports car image. The results provide meaningful information about the car attributes involved in communicating this idea, thus validating the use of the technique in this particular case. More research is needed to generalize and adapt Noise-Based Reverse Correlation procedures to different product scenarios and semantic concepts. (shrink)

This paper proposes a state-of-the-art methodology for the analysis of stakeholders and their role and performance related to SMEs in the mining industry in the Chilean region of Coquimbo. The relationships between the actors are studied and prioritized according to their support network position. An individual index for each actor based on their influence on solving problems is provided. The social network analysis was used to know the influence of the actors in the sector through the centrality measures. Furthermore, a (...) methodology to measure stakeholders’ influence based on the multicriteria method analytic network process approach is proposed. Both methods are used to identify the main stakeholders, study their relationships, and identify the most influential actors involved in executing strategies to boost the sector performance. The results show that the network remains cohesive thanks to certain actors, while the links between private actors must be strengthened; likewise, some public actors should assume a more proactive role in dealing with the problems of the sector. (shrink)