<?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>0123-5923</journal-id>
<journal-title><![CDATA[Estudios Gerenciales]]></journal-title>
<abbrev-journal-title><![CDATA[estud.gerenc.]]></abbrev-journal-title>
<issn>0123-5923</issn>
<publisher>
<publisher-name><![CDATA[Universidad Icesi]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0123-59232024000200152</article-id>
<article-id pub-id-type="doi">10.18046/j.estger.2024.171.6272</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[De vuelta a lo básico: la simplicidad del empaque y la percepción prémium]]></article-title>
<article-title xml:lang="en"><![CDATA[Back to basics: The simplicity of packaging and the premium perception]]></article-title>
<article-title xml:lang="pt"><![CDATA[De volta ao básico: a simplicidade da embalagem e a percepção de qualidade premium]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Arboleda]]></surname>
<given-names><![CDATA[Ana M.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Icesi  ]]></institution>
<addr-line><![CDATA[Cali ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2024</year>
</pub-date>
<volume>40</volume>
<numero>171</numero>
<fpage>152</fpage>
<lpage>161</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0123-59232024000200152&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0123-59232024000200152&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0123-59232024000200152&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen En un espacio limitado y con una amplia oferta de productos, el ruido visual de los empaques es abrumador. En este estudio se propone que un empaque con un diseño simple impacta positivamente al consumidor, primero, porque se percibe como un empaque prémium y, segundo, porque aumenta la intención de compra. En la metodología se usó un diseño experimental intrasujeto. Los participantes fueron expuestos aleatoriamente a dos imágenes de producto, en este caso, leche líquida: un diseño de empaque simple y otro complejo. Luego respondieron una encuesta en la que expresaron su percepción prémium del producto y su intención de compra. Los resultados soportaron la mediación total: el empaque simple, en comparación con el complejo, aumentó la percepción de que se está ante un producto prémium, lo que a su vez aumentó la intención de compra.  Clasificación JEL:  M30; M31; M39.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract In a limited shelf space and with a wide product offering, the visual noise of packaging can be overwhelming. This study proposes that packaging with a simple design positively impacts the consumer: firstly, it is perceived as premium packaging, and secondly, it increases purchase intention. The methodology uses an intra-subject experimental design. Participants were randomly exposed to two product images, in this case, liquid milk: one with a simple packaging design and the other with a complex design. Next, they completed a survey where they indicated their perception of the product as premium and their purchase intention. The results support full mediation: compared to complex packaging, simple packaging increased the perception that the product is premium, which in turn increases purchase intention.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo Em um espaço limitado e com uma ampla oferta de produtos, o ruído visual das embalagens é esmagador. Este estudo propõe que uma embalagem com um desenho simples impacta positivamente o consumidor, primeiro, porque é percebida como uma embalagem premium e, segundo, porque aumenta a intenção de compra. Na metodologia, foi utilizado um desenho experimental intra-sujeito. Os participantes foram expostos aleatoriamente a duas imagens de produto, neste caso, leite líquido: um desenho de embalagem simples e outro complexo. Em seguida, responderam a uma pesquisa na qual expressaram sua percepção premium do produto e sua intenção de compra. Os resultados suportaram a mediação total: a embalagem simples, em comparação com a complexa, aumentou a percepção de que se trata de um produto premium, o que, por sua vez, aumentou a intenção de compra.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Comportamiento del consumidor]]></kwd>
<kwd lng="es"><![CDATA[diseño de empaque]]></kwd>
<kwd lng="es"><![CDATA[leche]]></kwd>
<kwd lng="es"><![CDATA[prémium]]></kwd>
<kwd lng="es"><![CDATA[simplicidad]]></kwd>
<kwd lng="en"><![CDATA[Consumer behavior]]></kwd>
<kwd lng="en"><![CDATA[packaging design]]></kwd>
<kwd lng="en"><![CDATA[milk]]></kwd>
<kwd lng="en"><![CDATA[premium]]></kwd>
<kwd lng="en"><![CDATA[simplicity]]></kwd>
<kwd lng="pt"><![CDATA[Comportamento do consumidor]]></kwd>
<kwd lng="pt"><![CDATA[desenho de embalagem]]></kwd>
<kwd lng="pt"><![CDATA[leite]]></kwd>
<kwd lng="pt"><![CDATA[premium]]></kwd>
<kwd lng="pt"><![CDATA[simplicidade]]></kwd>
</kwd-group>
</article-meta>
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