<?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>2007-1124</journal-id>
<journal-title><![CDATA[Revista mexicana de ciencias pecuarias]]></journal-title>
<abbrev-journal-title><![CDATA[Rev. mex. de cienc. pecuarias]]></abbrev-journal-title>
<issn>2007-1124</issn>
<publisher>
<publisher-name><![CDATA[Instituto Nacional de Investigaciones Forestales, Agrícolas y Pecuarias]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2007-11242019000400966</article-id>
<article-id pub-id-type="doi">10.22319/rmcp.v10i4.4799</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Influencia de los valores humanos en el consumo de quesos tradicionales chiapanecos: una comparación de las rutas directa e indirecta]]></article-title>
<article-title xml:lang="en"><![CDATA[Comparison of the direct and indirect routes of human values&#8217; influence on consumption of two traditional cheeses from Chiapas, Mexico]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Illescas-Marin]]></surname>
<given-names><![CDATA[Carolina]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Hernández-Montes]]></surname>
<given-names><![CDATA[Arturo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Estrada-Estrada]]></surname>
<given-names><![CDATA[Esaú]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Murguía-Cozar]]></surname>
<given-names><![CDATA[Rolando]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Espejel-García]]></surname>
<given-names><![CDATA[Anastacio]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Santos-Moreno]]></surname>
<given-names><![CDATA[Armando]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Autónoma Chapingo Departamento de Ingeniería Agroindustrial ]]></institution>
<addr-line><![CDATA[ Estado de México]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2019</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2019</year>
</pub-date>
<volume>10</volume>
<numero>4</numero>
<fpage>966</fpage>
<lpage>985</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2007-11242019000400966&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2007-11242019000400966&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2007-11242019000400966&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen La preferencia de productos puede ser influenciada por valores humanos específicos y creencias individuales, entre otros factores. El propósito de la investigación fue identificar la influencia directa e indirecta de los valores humanos, mediados a través de los atributos tangibles, sobre la aceptación de los quesos Bola de Ocosingo y Crema de Chiapas. Se aplicaron encuestas a muestras (n1= 200; n2= 230) de consumidores chiapanecos, para cada variedad de queso. Se obtuvieron coeficientes de correlación (R1) de regresiones de factores seleccionados de un análisis factorial de atributos tangibles y la frecuencia de consumo. Se calculó el R2, de las regresiones del consumo y los factores seleccionados de los valores humanos, junto con factores residuales de atributos tangibles. Los factores de solo los valores humanos y el consumo proporcionaron el R3. La influencia directa de los valores humanos en el consumo del queso se obtuvo restando R2 de R1 (cambio en R) y la influencia indirecta de la diferencia entre el coeficiente R3 y el cambio en R. La influencia directa no resultó significativa en el Queso Bola de Ocosingo, pero sí en el Queso Crema de Chiapas, por lo que los valores predijeron el consumo de este último queso más allá de la importancia de los atributos tangibles. Los valores motivacionales importantes en ambas muestras de consumidores fueron Benevolencia y Seguridad, adicionalmente, los consumidores del queso Crema de Chiapas presentaron el Poder y el Universalismo; mientras que los del queso Bola de Ocosingo mostraron al Hedonismo, como un valor suplementario.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Product preference can be influenced by specific human values and individual beliefs, among other factors. An analysis was done to identify the direct and indirect influence of human values, as mediated by tangible attributes, on acceptance of Ocosingo Bola and Chiapas cream cheeses. Surveys were applied to samples (n1= 200; n2= 230) of Chiapanecan consumers of each cheese variety. Correlation coefficients (R1) were generated from selected factor regressions from a factorial analysis of tangible attributes and consumption frequency. Calculations were done of R2 for the consumption regressions and selected human values factors, along with residual factors of tangible attributes. Human value-only factors and cheese consumption provided R3. The direct influence of human values on cheese consumption was determined by subtracting R2 from R1 (change in R), and the indirect influence was the difference between the R3 coefficient and the change in R. Direct influence was not significant in Ocosingo Bola cheese, but did affect preference for Chiapas cream cheese. The values for the latter cheese therefore predicted its consumption at a level beyond that of importance of tangible attributes. The most important motivational values in both consumer samples were Benevolence and Security. Chiapas cream cheese consumers also manifested Power and Universalism as supplementary values, while among Ocosingo Bola cheese consumers Hedonism was a supplementary value.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Chiapas]]></kwd>
<kwd lng="es"><![CDATA[Valores humanos]]></kwd>
<kwd lng="es"><![CDATA[Atributos intangibles]]></kwd>
<kwd lng="en"><![CDATA[Chiapas]]></kwd>
<kwd lng="en"><![CDATA[Human values]]></kwd>
<kwd lng="en"><![CDATA[Intangible attributes]]></kwd>
</kwd-group>
</article-meta>
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