The fast-food industry faces constant criticism for encouraging bad eating habits, especially in the young population. In this market, customer satisfaction represents a key determinant for decision making. Despite the extensive literature on customer satisfaction, few studies have focused on exploring the drivers in customers belonging to sensitive or at-risk segments, such as people with poor eating habits. Using the American Customer Satisfaction Index (ACSI) model, a phenomenological and qualitative study was developed through interviews and observation of 18 fast food consumers with marked characteristics of poor eating habits. Our analysis reveals that this group of customers considers the variety and proximity of products, as well as entertainment, ease of purchase and value for money, as drivers of their purchases. At the same time, the empathy and treatment of the staff is seen ...

Trade fairs have become a key factor in the promotion of creative and artistic industry ventures. Despite their importance, little is known about the attributes that shape the image of these events in the consumer's mind. Adopting the eight steps of Zaltman's Metaphor Elicitation Technique (ZMET), this study empirically examines the attributes and inner meanings of brand awareness through the metaphorical expression of its users. The results provide 11 thematic categories, including diversity, experience, styles, positive emotions, small universes, among others. The findings allow establishing new perspectives for marketing management for the creative industry in the future.

El neuromarketing es una disciplina novedosa, perteneciente al ám-bito de las neurociencias, que tiene como objeto el estudio de los procesos de compra, venta y la toma de decisiones de los consumi-dores. Implica una serie de prácticas que tiene repercusiones sobre los consumidores que, desde una visión utilitarista y de la raciona-lidad instrumental occidental, son definidos como instrumentos de consumo. No obstante, existen basamentos teóricos de corte an-tropológico y epistemológico que sirven para precisar los intereses de consumo del ser humano, lo que implica abrirse hacia la explora-ción de la complejidad de los individuos, de sus aspectos psicológi-cos, biológicos y afectivos, sin perder de vista categorías filosóficas presentes a la hora de examinar estos problemas, como la elección racional, la libertad, la sociedad de consumo, la explotación laboral, entre otros. ...