Iván Lidón

A collaborative learning environment for management education based on experiential learning

In many areas of applied sciences, such as management and engineering, the generation and dissemination of theory and knowledge is increasingly woven into practice. This leaves teaching and research institutions with the challenge of developing and organising teaching activities that are effective from a student learning perspective. This paper presents the design and the operating principles of a learning environment that has been formulated in a joint development by teachers and researchers of the universities of Zaragoza (Spain) and Aalborg (Denmark). In this paper we describe what the learning environment developed consists in, beginning by presenting the theoretical foundation considered for its design, to then describe it in detail and present it. Finally, we will discuss the implications of this environment for researching and teaching in this field, and gather the conclusions of this study and the future developments to be considered.

How material, visual and verbal cues on packaging influence consumer expectations and willingness to buy: The case of crisps (potato chips) in Spain

This paper analyses the influence that certain aspects of packaging design have on the consumer expectations of a series of sensory and non-sensory attributes and on willingness to buy for a bag of crisps in Spain. A two-part experiment was conducted in which 174 people evaluated the attributes for different stimuli using an online survey. In the first part, four stimuli were created in which two factors were varied: the packaging material and the image displayed. Interaction was identified between both factors for the attributes Crunchy, High quality and Artisan. For the attributes Salty, Crunchy and Willingness to buy, the image was the only significant factor, with the image displaying crisps ready for consumption being the only one that obtained higher scores. For the attribute Intense flavour, no statistically significant differences were identified among the stimuli. In general terms, the image displayed on the bag had a greater influence than the material from which the bag was made. In the second part, an analysis was made of the most effective way (visual cues versus verbal cues) to transmit the information that the crisps were fried in olive oil. To this end, two stimuli were designed: one displaying an image of an oil cruet and another with an allusive text. For all the attributes (Intense flavour, Crunchy, Artisan, High quality, Healthy and Willingness to buy), higher scores were obtained with the image than with the text. These results have important implications for crisps producers, marketers and packaging designers.

Study on the Influence of Fresh White Cheese Packaging Design Variables on Users’ Perception

Packaging design is a decisive factor in the perception that users have of a product before its consumption, so it is key to know precisely which design is the most suitable for the message that brands wish to convey. This research aims to study the influence of two variables, serving suggestion and label colour, on users’ perception of products which, by themselves, do not have high aesthetic or taste appeal. The case of fresh white cheese was studied due to its high consumption in Spain and because it is usually accompanied by other products during consumption. Two hundred and forty seven people took part in a survey in which sensory attributes and the willingness to buy were analysed through the presentation of 8 different packaging proposals which designs were the result of the combination of 5 types of serving suggestions and 4 label colours. The results show that the serving suggestion is strongly related to both the users’ sensory expectations and the appropriate time of day for consumption, and that the colour of the label influences the perceived fresh white cheese category.