Maria Miranda

This research presents a model of Emotional Codes (EC) that influence the processes of choice, decision and action in clients. The model represents a sequence of steps to follow to identify the EC. (i) Identify the problem. (ii) Recognize the emotion (how) see Table 3. (iii) Identify the reason. (because); and (iv) Identify the emotional code (What) see Table 2. In addition, results obtained from theses and articles that demonstrate the use of emotional codes are presented. It is concluded that the emotional codes applied to language and marketing allow effective communication, the CEs have become strategies that companies use to convince, persuade and retain customers, through the effective communication of the subconscious knowledge of the emotions that the human being surfaces and the emotional code that it produces in the search for being. CEs have similar results despite globalization and the interaction of other cultures, and they adapt to the circumstances in which they operate in a technological, cultural and social environment. The EC are classified according to the triune brain; From the point of view of emotions, ECs allow us to feel, to let ourselves be carried away by impulses, by emotions, by experiences that cause us joy or, on the contrary, pain, whether they drive us or not. The EC represent the human being, emotional, with inheritances and stories that frame the needs, desires, whims, fears, experiences and fantasies.

The sunk cost cognitive bias, or sunk cost fallacy, is a human tendency to continue with: an investment, make a decision, business, couple or project based on the resources that have been invested, instead of making a current evaluation of the results. future benefits and costs. The objective of the research was to analyze the impact of sunk cost cognitive bias on customer decisions and its application in neuromarketing strategies. The specific objectives were: (i) Evaluate how sunk cost influences the perception of the value of products or services. (ii) Identify marketing strategies that exploit the sunk cost bias. (iii) Propose strategies to apply the sunk cost bias in marketing. The results show that the sunk cost bias significantly influences the perception of the value of products and services, affecting purchasing decisions, depending on the educational level, gender, and income level that influence the continuity in the use of products and services. due to previous investment of time or money; When purchasing expensive items customers feel obligated to continue using paid more even if it is not useful and used in full. The continuity in prepaid subscriptions, the perception of discounts for large quantities as a way to make better use of money, the probability of participating in loyalty programs for the accumulated rewards, the preference for payments and flexible cancellation, create a valuable perception of products they have previously invested in, the preference for repairing expensive items, and the perception of loss from a previous investment. It is concluded that the sunk cost cognitive bias significantly influences the decisions and behavior of a vast majority of customers, and how companies can use this information to design effective marketing campaigns.

Parental burnout is a unique and context-specific syndrome resulting from a chronic imbalance of risks over resources in the parenting domain. The current research aims to evaluate the psychometric properties of the Spanish version of the Parental Burnout Assessment across Spanish-speaking countries with two consecutive studies. In Study 1, we analyzed the data through a bifactor model within an Exploratory Structural Equation Modeling on the pooled sample of participants obtaining good fit indices. We then attained measurement invariance across both gender and countries in a set of nested models with gradually increasing parameter constraints. Latent means comparisons across countries showed that among the participants’ countries, Chile had the highest parental burnout score, likewise, comparisons across gender evidenced that mothers displayed higher scores than fathers, as shown in previous studies. Reliability coefficients were high. In Study 2, we tested the relations between parental burnout and three specific consequences, i.e., escape and suicidal ideations, parental neglect, and parental violence toward one’s children. The medium to large associations found provided support for the PBA’s predictive validity. Overall, we concluded that the Spanish version of the PBA has good psychometric properties. The results support its relevance for the assessment of parental burnout among Spanish-speaking parents, offering new opportunities for cross-cultural research in the parenting domain.