{"id":8142,"date":"2021-06-18T00:00:00","date_gmt":"2021-06-18T00:00:00","guid":{"rendered":"https:\/\/business.uc3m.es\/\/news\/292\/"},"modified":"2025-11-17T16:09:46","modified_gmt":"2025-11-17T16:09:46","slug":"292","status":"publish","type":"news","link":"https:\/\/business.uc3m.es\/es\/news\/292\/","title":{"rendered":"El trabajo de Vladimir Melnyk, Fran\u00e7ois A. Carrillat, y Valentyna Melnyk aceptado para la publicaci\u00f3n en Journal of Marketing"},"content":{"rendered":"<p style=\"margin-right: 0cm; margin-left: 0cm;\" times=\"\" new=\"\" roman\",=\"\" serif;=\"\" color:=\"\" rgb(0,=\"\" 0,=\"\" 0);=\"\" text-align:=\"\" justify;=\"\" background-image:=\"\" initial;=\"\" background-position:=\"\" background-size:=\"\" background-repeat:=\"\" background-attachment:=\"\" background-origin:=\"\" background-clip:=\"\" initial;\"=\"\">El trabajo de Vladimir Melnyk de UC3M, y de los coautores Fran\u00e7ois A. Carrillat y Valentyna Melnyk, de HEC Montr\u00e9al y UNSW Business School, ha sido aceptado recientemente para <span lang=\"ES\" style=\"\">la<\/span> publicaci\u00f3n por el Journal of Marketing. El art\u00edculo \u00abThe Influence of Social Norms on Consumer Behavior: A Meta-Analysis\u00bb investiga c\u00f3mo las normas sociales afectan al comportamiento del consumidor a trav\u00e9s del tiempo y de las culturas. Entre las principales conclusiones, los autores destacan que el efecto de las normas sociales sobre el comportamiento aprobado parece estable a lo largo del tiempo y de las culturas, mientras que su efecto sobre el comportamiento desaprobado ha crecido con el tiempo y es m\u00e1s fuerte en las culturas de supervivencia y tradicionales. Adem\u00e1s, las comunicaciones que identifican a organizaciones espec\u00edficas o a miembros cercanos del grupo aumentan el cumplimiento de las normas sociales, al igual que la presencia de costes monetarios.<o:p><\/o:p><\/p>\n<p style=\"margin-right: 0cm; margin-left: 0cm;\" times=\"\" new=\"\" roman\",=\"\" serif;=\"\" color:=\"\" rgb(0,=\"\" 0,=\"\" 0);=\"\" text-align:=\"\" justify;=\"\" background-image:=\"\" initial;=\"\" background-position:=\"\" background-size:=\"\" background-repeat:=\"\" background-attachment:=\"\" background-origin:=\"\" background-clip:=\"\" initial;\"=\"\">Las conclusiones del trabajo son relevantes para la gesti\u00f3n de la pandemia de COVID-19. A la hora de promover el cumplimiento de las recomendaciones, las normas sociales son m\u00e1s eficaces para evitar la adopci\u00f3n de comportamientos cuando \u00e9stos se enmarcan como desaprobados o estigmatizados por la sociedad. La pandemia ha dado lugar a varios comportamientos nuevos que los expertos en salud quieren desalentar porque son perjudiciales para la sociedad, como la reutilizaci\u00f3n de la misma mascarilla. La buena noticia es que las normas sociales, que consisten en comunicar lo que hacen los dem\u00e1s (por ejemplo, \u00ab2\/3 de las personas evitan reutilizar la misma mascarilla\u00bb) o lo que uno debe hacer (por ejemplo, \u00abno reutilizar la misma mascarilla es esencial\u00bb) son muy \u00fatiles para evitar que la gente adopte estos comportamientos.<o:p><\/o:p><\/p>\n<p style=\"margin-right: 0cm; margin-left: 0cm;\" times=\"\" new=\"\" roman\",=\"\" serif;=\"\" color:=\"\" rgb(0,=\"\" 0,=\"\" 0);=\"\" text-align:=\"\" justify;=\"\" background-image:=\"\" initial;=\"\" background-position:=\"\" background-size:=\"\" background-repeat:=\"\" background-attachment:=\"\" background-origin:=\"\" background-clip:=\"\" initial;\"=\"\">\u00a0<\/p>\n<p style=\"margin-right: 0cm; margin-left: 0cm;\" times=\"\" new=\"\" roman\",=\"\" serif;=\"\" color:=\"\" rgb(0,=\"\" 0,=\"\" 0);=\"\" text-align:=\"\" justify;=\"\" background-image:=\"\" initial;=\"\" background-position:=\"\" background-size:=\"\" background-repeat:=\"\" background-attachment:=\"\" background-origin:=\"\" background-clip:=\"\" initial;\"=\"\">El Journal of Marketing es una revista <span lang=\"ES\" style=\"\">A+ <\/span>en Marketing, el art\u00edculo de Vladimir es el primer trabajo aceptado por la revista producido por un investigador afiliado a una universidad p\u00fablica espa\u00f1ola.<o:p><\/o:p><\/p>\n<p style=\"margin-right: 0cm; margin-left: 0cm;\" times=\"\" new=\"\" roman\",=\"\" serif;=\"\" color:=\"\" rgb(0,=\"\" 0,=\"\" 0);=\"\" text-align:=\"\" justify;=\"\" background-image:=\"\" initial;=\"\" background-position:=\"\" background-size:=\"\" background-repeat:=\"\" background-attachment:=\"\" background-origin:=\"\" background-clip:=\"\" initial;\"=\"\">Enlace al art\u00edculo:<o:p><\/o:p><\/p>\n<p style=\"margin-right: 0cm; margin-left: 0cm;\" times=\"\" new=\"\" roman\",=\"\" serif;=\"\" color:=\"\" rgb(0,=\"\" 0,=\"\" 0);=\"\" text-align:=\"\" justify;=\"\" background-image:=\"\" initial;=\"\" background-position:=\"\" background-size:=\"\" background-repeat:=\"\" background-attachment:=\"\" background-origin:=\"\" background-clip:=\"\" initial;\"=\"\"><a href=\"https:\/\/journals.sagepub.com\/doi\/pdf\/10.1177\/00222429211029199\" style=\"\" target=\"_blank\" rel=\"noopener\">https:\/\/journals.sagepub.com\/doi\/pdf\/10.1177\/00222429211029199<\/a><span style=\"font-family: Calibri, sans-serif; font-size: 16pt;\"><o:p><\/o:p><\/span><\/p>\n","protected":false},"featured_media":8143,"template":"","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}}},"class_list":["post-8142","news","type-news","status-publish","has-post-thumbnail","hentry"],"_links":{"self":[{"href":"https:\/\/business.uc3m.es\/es\/wp-json\/wp\/v2\/news\/8142","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/business.uc3m.es\/es\/wp-json\/wp\/v2\/news"}],"about":[{"href":"https:\/\/business.uc3m.es\/es\/wp-json\/wp\/v2\/types\/news"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/business.uc3m.es\/es\/wp-json\/wp\/v2\/media\/8143"}],"wp:attachment":[{"href":"https:\/\/business.uc3m.es\/es\/wp-json\/wp\/v2\/media?parent=8142"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}