{"id":5178,"date":"2009-06-25T08:00:03","date_gmt":"2009-06-25T06:00:03","guid":{"rendered":"https:\/\/www.churbayportillo.com\/blog\/?p=5178"},"modified":"2023-02-21T13:11:00","modified_gmt":"2023-02-21T12:11:00","slug":"marketing-el-valor-del-premio-sorpresa","status":"publish","type":"post","link":"https:\/\/www.churbayportillo.com\/blog\/2009\/06\/25\/marketing-el-valor-del-premio-sorpresa\/","title":{"rendered":"Marketing: el valor del premio sorpresa"},"content":{"rendered":"

\"premios\"<\/p>\n

Acabas de ganar un premio<\/a>,\u00a0 \u00bfte gustar\u00eda saber qu\u00e9 es enseguida o prefieres esperar? Un nuevo estudio publicado en el Journal of Consumer Research<\/a> dice que la mayor\u00eda de la gente es m\u00e1s feliz esperando.<\/p>\n

Cuando la gente sabe que ha ganado, disfruta pregunt\u00e1ndose de qu\u00e9 se trata, especialmente si tienen pistas acerca de lo que podr\u00eda ser, explican los autores Yih Hwai Lee (Universidad Nacional de Singapur) y Cheng Qiu (Universidad de Hong Kong).\u00a0 Los ganadores dedican su tiempo a imaginar c\u00f3mo usar\u00edan los premios que podr\u00edan obtener y este \u00abconsumo virtual\u00bb prolonga sus sensaciones positivas, haci\u00e9ndolos m\u00e1s receptivos a los mensajes de marketing.<\/p>\n

Los autores realizaron dos estudios donde los participantes jugaban y ganaban concursos simulados. Algunos conocieron los premios obtenidos inmediatamente. A otros se les dijo que hab\u00edan ganado algo de un lote de premios.<\/p>\n

Encontramos que los consumidores estar\u00e1n m\u00e1s contentos si ganan un sorteo y no conocen inmediatamente el premio que si lo saben, dicen los investigadores.<\/p><\/blockquote>\n

Los participantes que ten\u00edan pistas sobre la naturaleza de los posibles premios (por ejemplo, que era un producto electr\u00f3nico) respondieron a\u00fan m\u00e1s favorablemente. Tambi\u00e9n prefirieron los premios capaces de producir im\u00e1genes mentales,\u00a0 los que estimulan los sentidos como velas de aromaterapia\u00a0 o chocolates. En cambio productos pr\u00e1cticos como una cuberter\u00eda o relojes digitales, no produc\u00edan el mismo est\u00edmulo.<\/p>\n

Nuestra investigaci\u00f3n sugiere que al incorporar una incertidumbre positiva en el dise\u00f1o de las actividades de marketing (por ejemplo en eventos promocionales), no s\u00f3lo haremos m\u00e1s felices a los consumidores, sino que ser\u00e1n m\u00e1s receptivos a los subsecuentes esfuerzos de marketing.<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"

Acabas de ganar un premio,\u00a0 \u00bfte gustar\u00eda saber qu\u00e9 es enseguida o prefieres esperar? Un nuevo estudio publicado en el Journal of Consumer Research dice que la mayor\u00eda de la gente es m\u00e1s feliz esperando. … Leer m\u00e1s<\/a><\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[1],"tags":[635,984,535,724,722],"class_list":["post-5178","post","type-post","status-publish","format-standard","hentry","category-general","tag-concurso","tag-consumo","tag-investigacion","tag-marketing","tag-premio"],"yoast_head":"\nMarketing: el valor del premio sorpresa - El Secreto de las Pymes que crecen<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.churbayportillo.com\/blog\/2009\/06\/25\/marketing-el-valor-del-premio-sorpresa\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing: el valor del premio sorpresa - El Secreto de las Pymes que crecen\" \/>\n<meta property=\"og:description\" content=\"Acabas de ganar un premio,\u00a0 \u00bfte gustar\u00eda saber qu\u00e9 es enseguida o prefieres esperar? 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