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Quanto de quê? by Tim Kontner

Quanto de quê?

by Tim Kontner
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₹5,873.00
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₹5,873.00
₹5,873.00

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Book cover type: Paperback
  • ISBN13: 9786209516122
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Edicoes Nosso Conhecimento
  • Publisher Imprint: Edicoes Nosso Conhecimento
  • Publication Date:
  • Pages: 100
  • Original Price: GBP 52.98
  • Language: Portuguese
  • Edition: N/A
  • Item Weight: 146 grams
  • BISAC Subject(s): Management

As informa��es sobre as caracter�sticas de um produto desempenham um papel central na avalia��o do consumidor sobre o bem e na tomada de decis�o de se aproximar ou evitar o mesmo. Assim, as informa��es sobre o produto podem variar em termos de conte�do e quantidade dispon�vel. Este estudo quantitativo investiga a influ�ncia das informa��es est�ticas versus funcionais e menos versus mais informa��es sobre o produto em v�rias vari�veis da resposta do consumidor. Esses est�mulos textuais s�o manipulados em quatro cen�rios e testados por meio de uma pesquisa online com 125 entrevistados. Al�m disso, � medido o envolvimento do indiv�duo com o produto. Os resultados mostram que menos informa��es dispon�veis sobre atributos est�ticos s�o suficientes para gerar uma maior aprecia��o est�tica e uma atitude mais positiva em rela��o ao objeto. Al�m disso, descobrimos que as informa��es sobre os aspetos funcionais levam a uma maior percep��o da qualidade do produto, o que � particularmente verdadeiro para consumidores menos envolvidos, e que mais informa��es fornecidas sobre o produto aumentam a probabilidade de compra. A import�ncia te�rica e gerencial das descobertas � discutida.

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