<?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>0120-0534</journal-id>
<journal-title><![CDATA[Revista Latinoamericana de Psicología]]></journal-title>
<abbrev-journal-title><![CDATA[rev.latinoam.psicol.]]></abbrev-journal-title>
<issn>0120-0534</issn>
<publisher>
<publisher-name><![CDATA[Fundación Universitaria Konrad Lorenz]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0120-05342009000300008</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Patrones de elección de marca en función de los cambios en los niveles de refuerzo utilitario e informacional en categorías de productos de consumo masivo]]></article-title>
<article-title xml:lang="en"><![CDATA[Choice brand patterns as a function of changes in utilitarian and informational reinforcement levels in consume massive product categories]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Sandoval Escobar]]></surname>
<given-names><![CDATA[Marithza]]></given-names>
</name>
<xref ref-type="aff" rid="A01"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Robayo Pinzón]]></surname>
<given-names><![CDATA[óscar]]></given-names>
</name>
<xref ref-type="aff" rid="A01"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rincón Vásquez]]></surname>
<given-names><![CDATA[Juan Carlos]]></given-names>
</name>
<xref ref-type="aff" rid="A01"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Cortés]]></surname>
<given-names><![CDATA[Omar Fernando]]></given-names>
</name>
<xref ref-type="aff" rid="A01"/>
</contrib>
</contrib-group>
<aff id="A01">
<institution><![CDATA[,Fundación Universitaria Konrad Lorenz  ]]></institution>
<addr-line><![CDATA[Bogotá ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2009</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2009</year>
</pub-date>
<volume>41</volume>
<numero>3</numero>
<fpage>497</fpage>
<lpage>517</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0120-05342009000300008&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0120-05342009000300008&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0120-05342009000300008&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[El presente estudio buscó la relación existente entre la conformación de los patrones de compra de los consumidores y los cambios que se presentan en el nivel de refuerzo tanto utilitario como informacional que obtienen los consumidores a partir del consumo de las marcas escogidas. Se aplicó una metodología de panel con un total de 40 hogares de estratos 2 y 3 en la ciudad de Bogotá, rastreando de manera periódica durante un período de cinco meses todas las ocasiones de compra realizadas para siete categorías de productos de consumo masivo. Los resultados demuestran que se replicaron las medidas de desempeño de las marcas con respecto a las obtenidas en estudios previos. En segundo lugar, y como resultado de una nueva propuesta de operacionalización de los niveles de refuerzo entregados por las marcas, se obtuvieron dos factores significativos en algunas categorías de producto, los cuales permiten establecer de manera preliminar la existencia de una elasticidad de "evaluación de la marca" y una elasticidad de "evaluación situacional". Finalmente, se presenta un modelo estadístico para pesar la influencia de los factores demográficos, situacionales y del conjunto de elección sobre las cantidades adquiridas por los consumidores.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[The present study search for the existing relation between the conformation of the consumer patterns purchase and the changes in the utilitarian and informational reinforcement levels that the consumers obtain from the consumption of the chosen brands. It was used a panel methodology with a total of 40 homes of socioeconomic layers 2 and 3 in the city of Bogota, raking of periodic way during a period of five months all purchase occasions for seven product categories of massive consumption. The results demonstrate that the measures of performance of the brands are similar to the obtained ones in previous studies. Secondly, and as a result of a new proposal of operationalization of the levels of reinforcement given by the brands, two significant factors in some product categories were obtained, which allow establishing of preliminary way the existence of an elasticity of "brand evaluation" and an elasticity of "situational evaluation". Finally, we propose a statistical model to weigh the influence of the demographic factors, situational factors and choice set on the amounts acquired by the consumers.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[comportamiento del consumidor]]></kwd>
<kwd lng="es"><![CDATA[elasticidad de la demanda]]></kwd>
<kwd lng="es"><![CDATA[patrones de compra]]></kwd>
<kwd lng="es"><![CDATA[panel de consumidores]]></kwd>
<kwd lng="es"><![CDATA[economía conductual]]></kwd>
<kwd lng="es"><![CDATA[elección de marca]]></kwd>
<kwd lng="es"><![CDATA[BPM]]></kwd>
<kwd lng="en"><![CDATA[consumer behavior]]></kwd>
<kwd lng="en"><![CDATA[demand elasticity]]></kwd>
<kwd lng="en"><![CDATA[purchase patterns]]></kwd>
<kwd lng="en"><![CDATA[panel of consumers]]></kwd>
<kwd lng="en"><![CDATA[behavioral economy]]></kwd>
<kwd lng="en"><![CDATA[choice brand]]></kwd>
<kwd lng="en"><![CDATA[BPM (Behavioral Perspective Model)]]></kwd>
</kwd-group>
</article-meta>
</front><body><![CDATA[  ]]></body><back>
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<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Hammond]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
</person-group>
<article-title xml:lang="en"><![CDATA[Patterns of buyer behavior: : regularities, models and extensions.]]></article-title>
<source><![CDATA[Marketing Science]]></source>
<year>1995</year>
<volume>14</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>71-87</page-range></nlm-citation>
</ref>
</ref-list>
</back>
</article>
