Actitud hacia la marca ante un evento inesperado: Rol del pensamiento holístico y analítico

Jonnathan López Hurtado
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Jonnathan López Hurtado: Escuela de Postgrado. Facultad de Economía y Negocios FEN. Universidad de Chile. Chile.

Revista Ciencias Administrativas (CADM), IIA, Universidad Nacional de La Plata, 2018, issue 12, No 9, 93-104

Abstract: This work aims to understand the role of holistic and analytical thinking as moderators of the attitude towards the brand adopted by an individual when facing an unexpected event that involves the reallocation of resources in different alternatives from those initially considered by the decision maker. For this purpose, the theories that compose this scenario and the effects produced in this situation are addressed. In addition, the present article proposes an integrated framework of analysis that consists of six hypotheses which should be taken to a fieldwork stage in order to confirm or modify notions that, for now, are merely predictive.

Keywords: opportunity cost; willingness to pay; pain to pay; holistic thinking; analytical thinking. (search for similar items in EconPapers)
JEL-codes: M39 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:lap:recadm:91

DOI: 10.24215/23143738e030

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