RESUMEN
Life transitions represent moments characterized by changes that can profoundly influence individual life trajectories and subjective well-being. Recently, career coaching has become an important method of helping people expand their self-awareness, facilitate personal development, and increase their performance in the school-to-work transition. Although previous studies have confirmed that one of the most important keys to the success of a coaching program is the quality of the relationship between coach and coachee, there is a lack of knowledge regarding how to objectively measure it. In this pilot study, we adopted a neuroscientific approach to introduce objective measures of the relationship between coach and coachee through the phases of a coaching session. A sample of 14 university students and a professional coach participated in career-coaching sessions while their affective states were measured by recording brain (EEG) and physiological (Skin conductance) activity. Electroencephalographic indicators of valence, arousal, and engagement showed differences between session phases, highlighting the possibility of a neurophysiological measurement of relational dynamics. Our results provide initial evidence that neurophysiological activity can be considered a way to understand differences in the coach-coachee relationship, thereby providing information on the effectiveness of coaching interventions and facilitating a better life transition from school to work.
RESUMEN
Traditional agri-food products (TAPs) are closely linked to the peculiarities of the territory of origin and are strategic tools for preserving culture and traditions; nutritional and organoleptic peculiarities also differentiate these products on the market. One such product is Caciocavallo Podolico Lucano (CPL), a stretched curd cheese made exclusively from raw milk from Podolian cows, reared under extensive conditions. The objective of this study was to characterise CPL and evaluate the effects of ripening (6 vs. 12 months) on the quality and organoleptic properties, using the technological "artificial senses" platform, of CPL produced and sold in the region of Basilicata, Italy. Additionally, this study represents the first analysis of cheese-related digital communication and trends online. The study found no significant differences between 6-month- and 12-month-ripened cheese, except for a slight increase in cholesterol levels in the latter. CPL aged for 6 and 12 months is naturally lactose-free, rich in bioactive components, and high in vitamin A and antioxidants and has a low PUFA-n6/n3 ratio. The "artificial sensory profile" was able to discriminate the organoleptic fingerprints of 6-month- and 12-month-ripened cheese. The application of a socio-semiotic methodology enabled us to identify the best drivers to create effective communication for this product. The researchers recommend focusing on creating a certification mark linked to the territory for future protection.
RESUMEN
Over the past few years, many studies have shown how territoriality can be considered a driver for purchasing agri-food products. Products with certification of origin are perceived as more sustainable, safer and of better quality. At the same time, producers of traditional products often belong to small entities that struggle to compete with large multinational food corporations, having less budget to allocate to product promotion. In this study, we propose a neuromarketing approach, showing how the use of these techniques can help in choosing the most effective commercial in terms of likeability and ability to activate mnemonic processes. Two commercials were filmed for the purpose of this study. They differed from each other in terms of emotional sequence. The first aimed primarily at eliciting positive emotions derived from the product description. The second aimed to generate negative emotions during the early stages, highlighting the negative consequences of humans' loss of contact with nature and tradition and then eliciting positive emotions by presenting cheese production using traditional techniques as a solution to the problem. Based on the literature on the emotional sequences in social advertising, we hypothesised that the second commercial would generate an overall better emotional reaction and activate mnemonic processes to a greater extent. Our results partially support the research hypotheses, providing useful insights both to marketers and for future research on the topic.
RESUMEN
Over the years, the territorial origins of agri-food products have become a consolidated marketing model which stand as an alternative to mass production. References to territory, whether on packaging or in advertising, have become an increasingly popular way for marketers to differentiate products, by attributing specific characteristics to them, derived from specific cultural identities and traditions. The aim of this study is to capture the possible differences between two groups, Italian and French, in the perception and intention to buy products with certification marks. We tested a multi-group structural equations model, assessing the mediation of the Perceived Product Safety (PPS) between Packaging with reference to Territoriality (PT) and Intention to Buy (IB). Our findings show that in both groups PT has a positive association with IB and PPS and that PPS has a positive association with IB. The difference is the mediation of PPS, present only in the Italian group. This opens important considerations on the role of the perception of safety, particularly in the pandemic period, in the presentation of products, particularly in products with certification marks linked to sustainability and territoriality.