Influência dos anúncios de desconto sobre o comportamento dos consumidores

Giuliana Isabella (), Alexandre Ierulo Pozzani, Vinicios Anlee Chen and Murillo Buissa Perfi Gomes

RAE - Revista de Administração de Empresas, 2012, vol. 52, issue 6

Abstract: The theoretical framework that underpins this research study is based on the Prospect Theory formulated by Kahneman and Tversky, and Thaler´s Mental Accounting Theory. The research aims to evaluate the consumers’ behavior when different patterns of discount are offered (in percentage and absolute value and for larger and smaller discounts). Two experiments were conducted to explore these patterns of behavior and the results that were obtained supported the view that the framing effect was a common occurrence. The patterns of choice of individuals in a sample were found to be different due to changes in the ways discounts were offered. This can be explained by the various ways of presenting discount rates that had an impact on the influence of purchase intentions, recommendations and quality perception.

Date: 2012
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