<?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>2215-910X</journal-id>
<journal-title><![CDATA[Suma de Negocios]]></journal-title>
<abbrev-journal-title><![CDATA[suma neg.]]></abbrev-journal-title>
<issn>2215-910X</issn>
<publisher>
<publisher-name><![CDATA[Fundación Universitaria Konrad Lorenz]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2215-910X2021000200093</article-id>
<article-id pub-id-type="doi">10.14349/sumneg/2021.v12.n27.a1</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Efecto halo: estudio del café orgánico con diseńos de experimentos]]></article-title>
<article-title xml:lang="en"><![CDATA[Halo Effect: study of organic coffee with experimental designs]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Valencia Cárdenas]]></surname>
<given-names><![CDATA[Marisol]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Muńetón Santa]]></surname>
<given-names><![CDATA[Guberney]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Restrepo]]></surname>
<given-names><![CDATA[Jorge Aníbal]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Institución Universitaria Tecnológico de Antioquia  ]]></institution>
<addr-line><![CDATA[Medellín ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Antioquia  ]]></institution>
<addr-line><![CDATA[Medellín ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Fundación Universitaria Visión de las Américas  ]]></institution>
<addr-line><![CDATA[Medellín ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2021</year>
</pub-date>
<volume>12</volume>
<numero>27</numero>
<fpage>93</fpage>
<lpage>103</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S2215-910X2021000200093&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S2215-910X2021000200093&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S2215-910X2021000200093&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El conocimiento de lo saludable de los productos orgánicos abre posibilidades para el mejoramiento de la alimentación y posible reducción de enfermedades de tipo mórbidas. En el manuscrito se busca analizar el efecto halo producido sobre la percepción del café orgánico en relación a cinco aspectos: sabor, nutrición, percepción saludable, natural y residual. Se aplican cinco diseńos de experimentos factoriales, considerando entre otros, el factor producto/etiqueta de café cuyos niveles son: A, B, orgánico, regular y C; sin informar que A es café regular y B es café orgánico y C es un café regular. Se perciben los productos etiquetados como orgánicos más saludables, nutritivos y de mejores sabores; además, se encuentra que la etiqueta en el empaque del café orgánico genera un efecto halo al predisponer su percepción con mejor sabor y percepción saludable sobre los demás, aunque uno de ellos se enmascara con otra etiqueta siendo igual. La producción orgánica de café ha generado valor agregado, incrementando el mercado saludable y ambientalista, aprovechando la identidad alcanzada por los productos orgánicos, como se demuestra en la investigación por su alto valor agregado percibido, aportando en el incremento de posibilidades del marketing, ventas y nuevos desarrollos.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The knowledge of the healthiness of organic products opens possibilities for the improvement of the diet and possible reduction of morbid diseases. The purpose of this study is to analyze the effect on the perceived value of coffee labeled organic with respect to aspects such as taste and nutritional perception. Five factorial experiment designs are applied, considering among others, the factor product / coffee label, whose levels are: A, B, organic, regular and C; without informing that A is regular coffee and B is organic coffee and C is regular coffee. The healthiest, most nutritious and best tasting organic products are perceived; in addition, it is found that the label on the packaging of organic coffee generates a halo effect by predisposing its perception with better flavor and healthy perception over the other types of labeled products, even though one of them is masked with another label being from the same organic. The organic production of coffee has generated added value, increasing the healthy and environmental market, taking advantage of the identity achieved by organic products, as demonstrated in the research by its high perceived added value, contributing in the increase of possibilities of marketing, sales and new developments.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Salud y desarrollo económico]]></kwd>
<kwd lng="es"><![CDATA[Estimación estadística]]></kwd>
<kwd lng="es"><![CDATA[Ambiente]]></kwd>
<kwd lng="es"><![CDATA[Diseńo de experimentos]]></kwd>
<kwd lng="es"><![CDATA[Comportamiento del consumidor: análisis empírico.]]></kwd>
<kwd lng="en"><![CDATA[Health and Economic Development]]></kwd>
<kwd lng="en"><![CDATA[Statistical Estimation]]></kwd>
<kwd lng="en"><![CDATA[Environment]]></kwd>
<kwd lng="en"><![CDATA[Design of experiments]]></kwd>
<kwd lng="en"><![CDATA[Consumer behavior: Empirical Analysis]]></kwd>
</kwd-group>
</article-meta>
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