<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0121-5051</journal-id>
<journal-title><![CDATA[Innovar]]></journal-title>
<abbrev-journal-title><![CDATA[Innovar]]></abbrev-journal-title>
<issn>0121-5051</issn>
<publisher>
<publisher-name><![CDATA[Facultad de Ciencias Económicas. Universidad Nacional de Colombia.]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0121-50512023000100139</article-id>
<article-id pub-id-type="doi">10.15446/innovar.v33n87.105514</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Influencia de los marcos promocionales de ganancia en las decisiones de compra de consumidores de detergente en tienda online: un aporte experimental en el canal de la COVID-19]]></article-title>
<article-title xml:lang="en"><![CDATA[INFLUENCE OF PROMOTIONAL PROFIT FRAMEWORKS ON THE PURCHASING DECISIONS OF DETERGENT CONSUMERS IN ONLINE STORES: AN EXPERIMENTAL CONTRIBUTION IN THE COVID-19 CHANNEL]]></article-title>
<article-title xml:lang="pt"><![CDATA[INFLUÊNCIA DAS ESTRUTURAS PROMOCIONAIS DE LUCRO NAS DECISÕES DE COMPRA DE CONSUMIDORES DE DETERGENTE EM LOJA ON-LINE: UMA COLABORAÇÃO EXPERIMENTAL NO CONTEXTO DA COVID-19]]></article-title>
<article-title xml:lang="fr"><![CDATA[L'INFLUENCE DES CADRES DE PROFIT PROMOTIONNEL SUR LES DÉCISIONS D'ACHAT DES CONSOMMATEURS DE DÉTERGENTS EN LIGNE : UNE CONTRIBUTION EXPÉRIMENTALE DANS LE CANAL COVID-19]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Bermudez Sosa]]></surname>
<given-names><![CDATA[Herbert Jair]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Duque-Oliva]]></surname>
<given-names><![CDATA[Edison Jair]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Nacional de Colombia  ]]></institution>
<addr-line><![CDATA[Bogotá ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Nacional de Colombia  ]]></institution>
<addr-line><![CDATA[Bogotá ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>03</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>03</month>
<year>2023</year>
</pub-date>
<volume>33</volume>
<numero>87</numero>
<fpage>139</fpage>
<lpage>156</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0121-50512023000100139&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0121-50512023000100139&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0121-50512023000100139&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN: La pandemia por COVID-19 ocasionó cambios en los hábitos de consumo, siendo uno de los principales la digitalización de la compra, ya que los confinamientos obligaron al abastecimiento en tiendas online, así como surgieron cambios en la forma de comprar productos y percibir promociones e incentivos. Por este motivo, es importante estudiar cómo los marcos promocionales de mayor uso y preferencia influyen al momento de realizar compras online. Así, se realizaron dos ejercicios experimentales para analizar las preferencias frente a diferentes tipos de promociones de productos en la categoría detergentes de ropa, para lo cual se reunió a 61 personas sometidas a una agrupación de cuatro promociones de venta, analizando su intención de compra. Los resultados mostraron que marcos promocionales de ganancias tienen efectos incrementales en la intención de compra, evidenciando heurísticos de disponibilidad en el proceso de decisión, además de preferencia por las que incluyeron regalos o agregados al producto. Estos hallazgos permitirán a las marcas organizar mejor su estrategia promocional online y tener mejor concordancia con los hábitos de compra online en la pandemia por COVID-19, además de ampliar el conocimiento teórico en procesos de decisiones de compra. El ejercicio podría ampliarse a otras tipologías de promoción y categorías de conveniencia no contempladas en el presente estudio.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT: The COVID-19 pandemic generated changes in consumption habits, being the digitization of purchases one of the main shifts, as confinement measures forced sourcing from online stores. Changes in the way of buying products and receiving promotions and incentives have been observed as well. For this reason, it is important to study the influence of the most used and preferred promotional frameworks at the time of making online purchases. To that end, two experimental exercises were conducted in order to analyze the preferences for distinct types of product promotions in the laundry detergent category. A sample of 61 consumers were subjected to the grouping of four sales promotions to later analyze their purchase intention. The results show that promotional earnings frameworks have incremental effects on the purchasing intention, identifying availability heuristics in the decision process and a preference for the promotions that included gifts or additions to the product. These findings will allow brands to better manage their online promotional strategy and have better consistency with online shopping habits during the COVID-19 pandemic, in addition to expanding theoretical knowledge in purchasing decision processes. The exercise could be extended to other types of promotions and product categories that were not considered in this study.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[RESUMO: A pandemia ocasionada pela COVID-19 trouxe mudanças nos hábitos de consumo, e a digitalização da compra foi uma das principais delas, já que os confinamentos obrigaram o abastecimento em lojas on -line, bem como mudanças que surgiram na forma de comprar produtos e perceber promoções e incentivos. Por esse motivo, é importante estudar como as estruturas promocionais de maior uso e preferência influenciam na hora de realizar compras on-line. Assim, foram realizados dois exercícios experimentais para analisar as preferências diante de diferentes tipos de promoções de produtos na categoria detergentes de roupa. Para isso, 61 pessoas foram reunidas e submetidas a uma agrupação de quatro promoções de venda e suas intenções de compra foram analisadas. Os resultados mostraram que estruturas promocionais de lucro têm efeitos incrementais na intenção de compra, o que evidencia heurísticos de disponibilidade no processo de decisão, além de preferência pelas promoções que incluíam presentes ou itens adicionados ao produto. Essas descobertas permitirão que as marcas organizem melhor sua estratégia promocional on-line e tenham melhor concordância com os hábitos de compra on-line na pandemia da COVID-19, além de ampliar o conhecimento teórico em processos de decisões de compra. O exercício poderia ser ampliado para outras tipologias de promoção e categorias de conveniência não contempladas no presente estudo.]]></p></abstract>
<abstract abstract-type="short" xml:lang="fr"><p><![CDATA[RÉSUMÉ : La pandémie de COVID-19 a entraîné des changements dans les habitudes de consommation, l'un des principaux étant la numérisation des achats, les confinements obligeant à s'approvisionner dans des boutiques en ligne, ainsi que des changements dans la manière d'acheter des produits et de percevoir les promotions et les incitations. C'est pourquoi il est important d'étudier comment les cadres promotionnels les plus utilisés et les plus préférés influencent les achats en ligne. Ainsi, on a réalisé deux exercices expérimentaux pour analyser les préférences pour différents types de promotions de produits dans la catégorie des détergents pour le linge, pour lesquels on a rassemblé 61 personnes soumises à un regroupement de quatre promotions des ventes et on a analysé leur intention d'achat. Les résultats ont montré que les cadres promotionnels axés sur le profit ont des effets incrémentiels sur l'intention d'achat, ce qui met en évidence une heuristique de disponibilité dans le processus de décision, ainsi qu'une préférence pour ceux qui incluent des cadeaux gratuits ou des ajouts de produits. Ces résultats permettront aux marques de mieux organiser leur stratégie de promotion en ligne et de mieux correspondre aux habitudes d'achat en ligne dans le cadre de la pandémie de COVID-19, ainsi que d'élargir les connaissances théoriques sur les processus de décision d'achat. L'exercice pourrait s'étendre à d'autres typologies promotionnelles et catégories de commodités non couvertes par cette étude.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[heurístico]]></kwd>
<kwd lng="es"><![CDATA[intención de compra]]></kwd>
<kwd lng="es"><![CDATA[marco promocional]]></kwd>
<kwd lng="es"><![CDATA[tienda online]]></kwd>
<kwd lng="es"><![CDATA[toma de decisiones]]></kwd>
<kwd lng="es"><![CDATA[ventas]]></kwd>
<kwd lng="en"><![CDATA[Heuristics]]></kwd>
<kwd lng="en"><![CDATA[purchase intention]]></kwd>
<kwd lng="en"><![CDATA[promotional framework]]></kwd>
<kwd lng="en"><![CDATA[online store]]></kwd>
<kwd lng="en"><![CDATA[decision making]]></kwd>
<kwd lng="en"><![CDATA[sales]]></kwd>
<kwd lng="pt"><![CDATA[heurístico]]></kwd>
<kwd lng="pt"><![CDATA[intenção de compra]]></kwd>
<kwd lng="pt"><![CDATA[marco promocional]]></kwd>
<kwd lng="pt"><![CDATA[loja on-line]]></kwd>
<kwd lng="pt"><![CDATA[tomada de decisões]]></kwd>
<kwd lng="pt"><![CDATA[vendas]]></kwd>
<kwd lng="fr"><![CDATA[heuristique]]></kwd>
<kwd lng="fr"><![CDATA[intention d'achat]]></kwd>
<kwd lng="fr"><![CDATA[cadre promotionnel]]></kwd>
<kwd lng="fr"><![CDATA[boutique en ligne]]></kwd>
<kwd lng="fr"><![CDATA[prise de décision]]></kwd>
<kwd lng="fr"><![CDATA[ventes]]></kwd>
</kwd-group>
</article-meta>
</front><back>
<ref-list>
<ref id="B1">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Alvino]]></surname>
<given-names><![CDATA[C]]></given-names>
</name>
</person-group>
<source><![CDATA[Estadísticas de la situación digital de Colombia en el 2020-2021]]></source>
<year>2021</year>
<month>,</month>
<publisher-name><![CDATA[Branch]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B2">
<nlm-citation citation-type="confpro">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Antón Martín]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
<name>
<surname><![CDATA[Gutierrez Cillan]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<source><![CDATA[Expectativas e intencion de compra: un estudio empírico]]></source>
<year>1994</year>
<conf-name><![CDATA[ ivEncuentro de Profesores Universitarios de Marketing]]></conf-name>
<conf-loc> </conf-loc>
</nlm-citation>
</ref>
<ref id="B3">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Baker]]></surname>
<given-names><![CDATA[D. A.]]></given-names>
</name>
<name>
<surname><![CDATA[Crompton]]></surname>
<given-names><![CDATA[J. L]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Quality, satisfaction and behavioral intentions]]></article-title>
<source><![CDATA[Annals of Tourism Research]]></source>
<year>2000</year>
<volume>27</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>785-804</page-range></nlm-citation>
</ref>
<ref id="B4">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Berlanga-Silvente]]></surname>
<given-names><![CDATA[V.]]></given-names>
</name>
<name>
<surname><![CDATA[Rubio-Hurtado]]></surname>
<given-names><![CDATA[M. J]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Clasificación de pruebas no paramétricas. Cómo aplicarlas en SPSS]]></article-title>
<source><![CDATA[Revista de Innovación e Investigación en Educación]]></source>
<year>2012</year>
<volume>5</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>101-13</page-range></nlm-citation>
</ref>
<ref id="B5">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Bermúdez-Sosa]]></surname>
<given-names><![CDATA[H. J]]></given-names>
</name>
</person-group>
<source><![CDATA[Análisis de los efectos de los marcos promocionales de ganancia en la intención de compra de consumidores de detergente en tienda online: un ejercicio experimental]]></source>
<year>2019</year>
<publisher-name><![CDATA[Universidad Nacional de Colombia, Repositorio UNAL]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B6">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Blattberg]]></surname>
<given-names><![CDATA[R. C.]]></given-names>
</name>
<name>
<surname><![CDATA[Briesch]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
<name>
<surname><![CDATA[Fox]]></surname>
<given-names><![CDATA[E. J]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[How promotions work]]></article-title>
<source><![CDATA[Marketing Science]]></source>
<year>1995</year>
<volume>14</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>122-32</page-range></nlm-citation>
</ref>
<ref id="B7">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Briesch]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
<name>
<surname><![CDATA[Krishna]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Lehmann]]></surname>
<given-names><![CDATA[D. R]]></given-names>
</name>
</person-group>
<source><![CDATA[A Meta-Analysis of the Impact of Price Presentation on Deal Evaluation]]></source>
<year>2002</year>
<page-range>101-18</page-range></nlm-citation>
</ref>
<ref id="B8">
<nlm-citation citation-type="">
<collab>Cámara Colombiana de Comercio Electrónico (CCCE)</collab>
<source><![CDATA[En el 2017 las transacciones digitales en Colombia aumentaron 24% con respecto al 2016]]></source>
<year>2017</year>
</nlm-citation>
</ref>
<ref id="B9">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Campbell]]></surname>
<given-names><![CDATA[D.]]></given-names>
</name>
<name>
<surname><![CDATA[Stanley]]></surname>
<given-names><![CDATA[J]]></given-names>
</name>
</person-group>
<source><![CDATA[Diseños experimentales y cuasiexpe-rimentales en la investigación social]]></source>
<year>1995</year>
</nlm-citation>
</ref>
<ref id="B10">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Campbell]]></surname>
<given-names><![CDATA[L.]]></given-names>
</name>
<name>
<surname><![CDATA[Diamond]]></surname>
<given-names><![CDATA[W. D]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Framing and Sales Promotions: The Characteristics of a "Good Deal"]]></article-title>
<source><![CDATA[Journal of Consumer Marketing]]></source>
<year>1990</year>
<volume>7</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>25-31</page-range></nlm-citation>
</ref>
<ref id="B11">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Chandon]]></surname>
<given-names><![CDATA[P]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Consumer research on sales promotions: A state-of-the-art literature review]]></article-title>
<source><![CDATA[Journal of Marketing Management]]></source>
<year>1995</year>
<volume>11</volume>
<numero>5</numero>
<issue>5</issue>
<page-range>419-41</page-range></nlm-citation>
</ref>
<ref id="B12">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Chang]]></surname>
<given-names><![CDATA[H. H.]]></given-names>
</name>
<name>
<surname><![CDATA[Tsai]]></surname>
<given-names><![CDATA[Y. C.]]></given-names>
</name>
<name>
<surname><![CDATA[Chen]]></surname>
<given-names><![CDATA[Y. H]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Knowledge characteristics, implementation measures, and performance in Taiwan hospital organization]]></article-title>
<source><![CDATA[The International Journal of Business and Information]]></source>
<year>2009</year>
<volume>4</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>23-44</page-range></nlm-citation>
</ref>
<ref id="B13">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Chiu]]></surname>
<given-names><![CDATA[S. C.]]></given-names>
</name>
<name>
<surname><![CDATA[Liu]]></surname>
<given-names><![CDATA[C. H.]]></given-names>
</name>
<name>
<surname><![CDATA[Tu]]></surname>
<given-names><![CDATA[J. H]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The influence of tourists' expectations on purchase intention: Linking marketing strategy for low-cost airlines]]></article-title>
<source><![CDATA[Journal of Air Transport Management]]></source>
<year>2016</year>
<numero>53</numero>
<issue>53</issue>
<page-range>226-34</page-range></nlm-citation>
</ref>
<ref id="B14">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Crespo-Almendros]]></surname>
<given-names><![CDATA[E.]]></given-names>
</name>
<name>
<surname><![CDATA[Del Barrio-García]]></surname>
<given-names><![CDATA[S]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[El usuario de promociones de ventas on-line. influencia de la experiencia de uso con la marca y con el medio]]></article-title>
<source><![CDATA[Revista Europea de Dirección y Economía de la Empresa]]></source>
<year>2010</year>
<volume>17</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>59-84</page-range></nlm-citation>
</ref>
<ref id="B15">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Darke]]></surname>
<given-names><![CDATA[P. R.]]></given-names>
</name>
<name>
<surname><![CDATA[Chung]]></surname>
<given-names><![CDATA[C. M. Y]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Effects of pricing and promotion on consumer perceptions: it depends on how you frame it]]></article-title>
<source><![CDATA[Journal of Retailing]]></source>
<year>2005</year>
<volume>18</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>35-47</page-range></nlm-citation>
</ref>
<ref id="B16">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Darke]]></surname>
<given-names><![CDATA[P. R.]]></given-names>
</name>
<name>
<surname><![CDATA[Dahl]]></surname>
<given-names><![CDATA[D. W]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Fairness and discounts: The subjective value of a bargain]]></article-title>
<source><![CDATA[Journal of Consumer Psychology]]></source>
<year>2003</year>
<volume>13</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>328-38</page-range></nlm-citation>
</ref>
<ref id="B17">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Darke]]></surname>
<given-names><![CDATA[P. R.]]></given-names>
</name>
<name>
<surname><![CDATA[Freedman]]></surname>
<given-names><![CDATA[J. L]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Deciding whether to seek a bargain: Effects of both amount and percentage off]]></article-title>
<source><![CDATA[Journal of Applied Psychology]]></source>
<year>1993</year>
<volume>78</volume>
<numero>6</numero>
<issue>6</issue>
<page-range>960-5</page-range></nlm-citation>
</ref>
<ref id="B18">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Diamond]]></surname>
<given-names><![CDATA[W. D.]]></given-names>
</name>
<name>
<surname><![CDATA[Johnson]]></surname>
<given-names><![CDATA[R. R]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The framing of sales promotions: An approach to classification]]></article-title>
<source><![CDATA[Advances in Consumer Research]]></source>
<year>1990</year>
<volume>17</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>494-500</page-range></nlm-citation>
</ref>
<ref id="B19">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Doob]]></surname>
<given-names><![CDATA[A. N.]]></given-names>
</name>
<name>
<surname><![CDATA[Carlsmith]]></surname>
<given-names><![CDATA[J. M.]]></given-names>
</name>
<name>
<surname><![CDATA[Freedman]]></surname>
<given-names><![CDATA[J. L.]]></given-names>
</name>
<name>
<surname><![CDATA[Landauer]]></surname>
<given-names><![CDATA[T. K.]]></given-names>
</name>
<name>
<surname><![CDATA[Tom]]></surname>
<given-names><![CDATA[S]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Effect of initial selling price on subsequent sales]]></article-title>
<source><![CDATA[Journal of Personality and Social Psychology]]></source>
<year>1969</year>
<volume>11</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>345-50</page-range></nlm-citation>
</ref>
<ref id="B20">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Gamliel]]></surname>
<given-names><![CDATA[E.]]></given-names>
</name>
<name>
<surname><![CDATA[Herstein]]></surname>
<given-names><![CDATA[R]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[To save or to lose: Does framing price promotion affect consumers' purchase intentions?]]></article-title>
<source><![CDATA[Journal of Consumer Marketing]]></source>
<year>2011</year>
<volume>28</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>152-8</page-range></nlm-citation>
</ref>
<ref id="B21">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Huhn]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
<name>
<surname><![CDATA[Brantes Ferreira]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Sabino de Freitas]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Leão]]></surname>
<given-names><![CDATA[F]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The effects of social media opinion leaders' recommendations on followers' intention to buy]]></article-title>
<source><![CDATA[Review of Business Management]]></source>
<year>2018</year>
<volume>20</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>57-73</page-range></nlm-citation>
</ref>
<ref id="B22">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kotler]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Kartajaya]]></surname>
<given-names><![CDATA[H.]]></given-names>
</name>
<name>
<surname><![CDATA[Setiawan]]></surname>
<given-names><![CDATA[I]]></given-names>
</name>
</person-group>
<source><![CDATA[Marketing 4.0]]></source>
<year>2020</year>
<publisher-name><![CDATA[LID]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B23">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Krishna]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Briesch]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
<name>
<surname><![CDATA[Lehmann]]></surname>
<given-names><![CDATA[D. R.]]></given-names>
</name>
<name>
<surname><![CDATA[Yuan]]></surname>
<given-names><![CDATA[H]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[A meta-analysis of the impact of price presentation on perceived savings]]></article-title>
<source><![CDATA[Journal of Retailing]]></source>
<year>2002</year>
<volume>78</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>101-18</page-range></nlm-citation>
</ref>
<ref id="B24">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kowatsch]]></surname>
<given-names><![CDATA[T.]]></given-names>
</name>
<name>
<surname><![CDATA[Maass]]></surname>
<given-names><![CDATA[W.]]></given-names>
</name>
<name>
<surname><![CDATA[Fleisch]]></surname>
<given-names><![CDATA[E]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The role of product reviews on mobile devices for in-store purchases: consumers' usage intentions, costs and store preferences]]></article-title>
<source><![CDATA[International Journal of Internet Marketing and Advertising]]></source>
<year>2011</year>
<volume>6</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>226</page-range></nlm-citation>
</ref>
<ref id="B25">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Li]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Sun]]></surname>
<given-names><![CDATA[Y.]]></given-names>
</name>
<name>
<surname><![CDATA[Wang]]></surname>
<given-names><![CDATA[Y]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[50% off or buy one get one free? Frame preference as a function of consumable nature in dairy products]]></article-title>
<source><![CDATA[The Journal of Social Psychology]]></source>
<year>2007</year>
<volume>147</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>413-21</page-range></nlm-citation>
</ref>
<ref id="B26">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Liu]]></surname>
<given-names><![CDATA[H. H.]]></given-names>
</name>
<name>
<surname><![CDATA[Chou]]></surname>
<given-names><![CDATA[H. Y]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The effects of promotional frames of sales packages on perceived price increases and repurchase intentions]]></article-title>
<source><![CDATA[International Journal of Research in Marketing]]></source>
<year>2015</year>
<volume>32</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>23-33</page-range></nlm-citation>
</ref>
<ref id="B27">
<nlm-citation citation-type="book">
<collab>Marketing Science Institute (MSI)</collab>
<source><![CDATA[Research Priorities 2016-2018.]]></source>
<year>2016</year>
<publisher-name><![CDATA[MSI]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B28">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Muscolino]]></surname>
<given-names><![CDATA[H.]]></given-names>
</name>
<name>
<surname><![CDATA[Koh]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
<name>
<surname><![CDATA[Alexa]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Anderson]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
<name>
<surname><![CDATA[Bigliani]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
<name>
<surname><![CDATA[Buttita]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Carosella]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
<name>
<surname><![CDATA[Hardie]]></surname>
<given-names><![CDATA[E.]]></given-names>
</name>
<name>
<surname><![CDATA[Heys]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Hochmuth]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Ichikawa]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
<name>
<surname><![CDATA[Kalvar]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Kmetz]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
<name>
<surname><![CDATA[Kolding]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Kurtzman]]></surname>
<given-names><![CDATA[W.]]></given-names>
</name>
<name>
<surname><![CDATA[Loomis]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Mainelli]]></surname>
<given-names><![CDATA[T.]]></given-names>
</name>
<name>
<surname><![CDATA[Ng]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[O'Leary R.]]></surname>
<given-names><![CDATA[Pathy]]></given-names>
</name>
<name>
<surname><![CDATA[D.]]></surname>
<given-names><![CDATA[Rowan]]></given-names>
</name>
<name>
<surname><![CDATA[Wang]]></surname>
<given-names><![CDATA[A]]></given-names>
</name>
</person-group>
<source><![CDATA[IDC FutureScape: Worldwide future of work2020 predictions [Reporte IDC #US44752319]]]></source>
<year>2020</year>
</nlm-citation>
</ref>
<ref id="B29">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Nabi]]></surname>
<given-names><![CDATA[R. L]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Exploring the framing effects of emotion: Do discrete emotions differentially influence information accessibility, information seeking, and policy preference?]]></article-title>
<source><![CDATA[Communication Research]]></source>
<year>2003</year>
<volume>30</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>224-47</page-range></nlm-citation>
</ref>
<ref id="B30">
<nlm-citation citation-type="journal">
<collab>Nielsen</collab>
<article-title xml:lang=""><![CDATA[Así son los hábitos de limpieza en los hogares colombianos]]></article-title>
<source><![CDATA[Newspaper, 4]]></source>
<year>2014</year>
</nlm-citation>
</ref>
<ref id="B31">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Pate]]></surname>
<given-names><![CDATA[L. E]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Using theories as "overlays" for improved managerial decision making: Now you know the theories what do you do with them?]]></article-title>
<source><![CDATA[Management Decision]]></source>
<year>1988</year>
<volume>26</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>36-40</page-range></nlm-citation>
</ref>
<ref id="B32">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Polo]]></surname>
<given-names><![CDATA[F.]]></given-names>
</name>
<name>
<surname><![CDATA[Polo]]></surname>
<given-names><![CDATA[J]]></given-names>
</name>
</person-group>
<source><![CDATA[5." oleada. I Barómetro COVID-19 y Marketing en España]]></source>
<year>2020</year>
<publisher-name><![CDATA[Good Rebels]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B33">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Raghubir]]></surname>
<given-names><![CDATA[P]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Free gift with purchase: Promoting or discounting the brand]]></article-title>
<source><![CDATA[Journal of Consumer Psychology]]></source>
<year>2004</year>
<volume>14</volume>
<numero>1-2</numero>
<issue>1-2</issue>
<page-range>181-6</page-range></nlm-citation>
</ref>
<ref id="B34">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Raghubir]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Celly]]></surname>
<given-names><![CDATA[K. S]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Promoting promotions: Does showcasing free gifts backfire?]]></article-title>
<source><![CDATA[Journal of Business Research]]></source>
<year>2011</year>
<volume>64</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>55-8</page-range></nlm-citation>
</ref>
<ref id="B35">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Rahim]]></surname>
<given-names><![CDATA[R. A.]]></given-names>
</name>
<name>
<surname><![CDATA[Sulaiman]]></surname>
<given-names><![CDATA[Z.]]></given-names>
</name>
<name>
<surname><![CDATA[Chin]]></surname>
<given-names><![CDATA[T. A.]]></given-names>
</name>
<name>
<surname><![CDATA[Baharun]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
<name>
<surname><![CDATA[Muharam]]></surname>
<given-names><![CDATA[F. M]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Measuring electronic word of mouth review adoption on green purchase intention using source credibility theory]]></article-title>
<source><![CDATA[Advanced Science Letters]]></source>
<year>2016</year>
<volume>22</volume>
<numero>12</numero>
<issue>12</issue>
<page-range>4283-7</page-range></nlm-citation>
</ref>
<ref id="B36">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Rahim]]></surname>
<given-names><![CDATA[R. A.]]></given-names>
</name>
<name>
<surname><![CDATA[Sulaiman]]></surname>
<given-names><![CDATA[Z.]]></given-names>
</name>
<name>
<surname><![CDATA[Chin]]></surname>
<given-names><![CDATA[T. A.]]></given-names>
</name>
<name>
<surname><![CDATA[Zaidin]]></surname>
<given-names><![CDATA[N.]]></given-names>
</name>
<name>
<surname><![CDATA[Zakuan]]></surname>
<given-names><![CDATA[N]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[E-WOM review adoption and green purchase intention: The application of source credibility Theory (SCT)]]></article-title>
<source><![CDATA[Advanced Science Letters]]></source>
<year>2015</year>
<volume>21</volume>
<numero>6</numero>
<issue>6</issue>
<page-range>2150-4</page-range></nlm-citation>
</ref>
<ref id="B37">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Ramanathan]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Dhar]]></surname>
<given-names><![CDATA[S. K.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The effect of sales promotions on the size and composition of the shopping basket: Regulatory compatibility from framing and temporal restrictions]]></article-title>
<source><![CDATA[Journal of Marketing Research]]></source>
<year>2010</year>
<volume>47</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>542-52</page-range></nlm-citation>
</ref>
<ref id="B38">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Ramírez]]></surname>
<given-names><![CDATA[P. J.]]></given-names>
</name>
<name>
<surname><![CDATA[Duque]]></surname>
<given-names><![CDATA[E. J]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Involucramiento de producto y lealtad de marca para productos de consumo masivo en Bogotá D.C]]></article-title>
<source><![CDATA[Estudios Gerenciales]]></source>
<year>2014</year>
<volume>29</volume>
<numero>128</numero>
<issue>128</issue>
<page-range>303-12</page-range></nlm-citation>
</ref>
<ref id="B39">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Rezvani]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Dehkordi]]></surname>
<given-names><![CDATA[G. J.]]></given-names>
</name>
<name>
<surname><![CDATA[Rahman]]></surname>
<given-names><![CDATA[M. S.]]></given-names>
</name>
<name>
<surname><![CDATA[Fouladivanda]]></surname>
<given-names><![CDATA[F.]]></given-names>
</name>
<name>
<surname><![CDATA[Habibi]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Eghtebasi]]></surname>
<given-names><![CDATA[S]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[A conceptual study on the country of origin effect on consumer purchase intention]]></article-title>
<source><![CDATA[Asian Social Science]]></source>
<year>2012</year>
<volume>8</volume>
<numero>12</numero>
<issue>12</issue>
<page-range>205-15</page-range></nlm-citation>
</ref>
<ref id="B40">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Sethna]]></surname>
<given-names><![CDATA[B. N.]]></given-names>
</name>
<name>
<surname><![CDATA[Hazari]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Bergiel]]></surname>
<given-names><![CDATA[B]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Influence of user generated content in online shopping: impact of gender on purchase behaviour, trust, and intention to purchase]]></article-title>
<source><![CDATA[International Journal of Electronic Marketing and Retailing]]></source>
<year>2017</year>
<volume>8</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>344</page-range></nlm-citation>
</ref>
<ref id="B41">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Shen]]></surname>
<given-names><![CDATA[F]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Perceived fit and deal framing: the moderating effect of perceived fit on sales promotions in line and brand extensions]]></article-title>
<source><![CDATA[Journal of Product &amp; Brand Management]]></source>
<year>2014</year>
<volume>23</volume>
<numero>4/5</numero>
<issue>4/5</issue>
<page-range>295-303</page-range></nlm-citation>
</ref>
<ref id="B42">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Society]]></surname>
<given-names><![CDATA[L]]></given-names>
</name>
</person-group>
<source><![CDATA[Marketing Fact Pack 2014. Advertising Age, 416-490]]></source>
<year>2014</year>
</nlm-citation>
</ref>
<ref id="B43">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Spears]]></surname>
<given-names><![CDATA[N]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Time pressure and information in sales promotion strategy: Conceptual framework and content analysis]]></article-title>
<source><![CDATA[Journal of Advertising]]></source>
<year>2001</year>
<volume>30</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>67-76</page-range></nlm-citation>
</ref>
<ref id="B44">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Srinivasan]]></surname>
<given-names><![CDATA[S. S.]]></given-names>
</name>
<name>
<surname><![CDATA[Anderson]]></surname>
<given-names><![CDATA[R. E]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Concepts and strategy guidelines for designing value enhancing sales promotions]]></article-title>
<source><![CDATA[Journal of Product &amp; Brand Management]]></source>
<year>1998</year>
<volume>7</volume>
<numero>5</numero>
<issue>5</issue>
<page-range>410-20</page-range></nlm-citation>
</ref>
<ref id="B45">
<nlm-citation citation-type="book">
<collab>Statista</collab>
<source><![CDATA[Variación de los ingresos por ventas de comercio electrónico durante el brote de COVID-19 en algunos países de América Latina en abril de 2020]]></source>
<year>2021</year>
<publisher-name><![CDATA[Statista]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B46">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Toro]]></surname>
<given-names><![CDATA[J]]></given-names>
</name>
</person-group>
<source><![CDATA[Así cambiaron los hábitos de consumo en Latinoamérica tras la pandemia del COVID-19]]></source>
<year>2021</year>
<publisher-name><![CDATA[Pacto Global]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B47">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Tversky]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Kahneman]]></surname>
<given-names><![CDATA[D]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Judgment under uncertainty: Heuristics and biases]]></article-title>
<source><![CDATA[Science]]></source>
<year>1974</year>
<volume>185</volume>
<numero>4157</numero>
<issue>4157</issue>
<page-range>1124-31</page-range></nlm-citation>
</ref>
<ref id="B48">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Tversky]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Kahneman]]></surname>
<given-names><![CDATA[D]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Rational choice and the framing of decisions]]></article-title>
<source><![CDATA[The Journal of Business]]></source>
<year>1986</year>
<volume>59</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>251-78</page-range></nlm-citation>
</ref>
<ref id="B49">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Van de Kaa]]></surname>
<given-names><![CDATA[E. J]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Prospect theory and choice behaviour strategies: Review and synthesis of concepts from social and transport sciences]]></article-title>
<source><![CDATA[European Journal of Transport and Infrastructure Research]]></source>
<year>2010</year>
<volume>10</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>299-329</page-range></nlm-citation>
</ref>
<ref id="B50">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Viera Castillo]]></surname>
<given-names><![CDATA[D. O]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Análisis de los beneficios percibidos en la promoción de venta]]></article-title>
<source><![CDATA[Neumann Business Review]]></source>
<year>2015</year>
<volume>1</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>43-62</page-range></nlm-citation>
</ref>
<ref id="B51">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Weisstein]]></surname>
<given-names><![CDATA[F. L.]]></given-names>
</name>
<name>
<surname><![CDATA[Monroe]]></surname>
<given-names><![CDATA[K. B.]]></given-names>
</name>
<name>
<surname><![CDATA[Kukar-Kinney]]></surname>
<given-names><![CDATA[M]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Effects of price framing on consumers' perceptions of online dynamic pricing practices]]></article-title>
<source><![CDATA[Journal of the Academy of Marketing Science]]></source>
<year>2013</year>
<volume>41</volume>
<numero>5</numero>
<issue>5</issue>
<page-range>501-14</page-range></nlm-citation>
</ref>
<ref id="B52">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Yang]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Sarathy]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
<name>
<surname><![CDATA[Walsh]]></surname>
<given-names><![CDATA[S. M]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Do review valence and review volume impact consumers' purchase decisions as assumed?]]></article-title>
<source><![CDATA[Nankai Business Review International]]></source>
<year>2016</year>
<volume>7</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>231-57</page-range></nlm-citation>
</ref>
<ref id="B53">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Yuan]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Agenda legislativa]]></article-title>
<source><![CDATA[Portafolio]]></source>
<year>2020</year>
<volume>64</volume>
<numero>586</numero>
<issue>586</issue>
<page-range>1-84</page-range></nlm-citation>
</ref>
</ref-list>
</back>
</article>
