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Quanto di cosa? by Tim Kontner

Quanto di cosa?

by Tim Kontner
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Book cover type: Paperback
  • ISBN13: 9786209511004
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Edizioni Sapienza
  • Publisher Imprint: Edizioni Sapienza
  • Publication Date:
  • Pages: 100
  • Original Price: GBP 52.98
  • Language: Italian
  • Edition: N/A
  • Item Weight: 146 grams
  • BISAC Subject(s): Management

Le informazioni relative alle caratteristiche di un prodotto svolgono un ruolo centrale nella valutazione che il consumatore fa del bene e nella decisione di acquistarlo o evitarlo. Pertanto, le informazioni sul prodotto possono variare in termini di contenuto e quantit� facilmente disponibile. Questo studio quantitativo indaga l'influenza delle informazioni estetiche rispetto a quelle funzionali e delle informazioni meno complete rispetto a quelle pi� complete su diverse variabili della risposta dei consumatori. Questi stimoli testuali sono manipolati in quattro scenari e testati mediante un sondaggio online che ha coinvolto 125 intervistati. Inoltre, viene misurato il coinvolgimento dell'individuo con il prodotto. I risultati mostrano che una minore disponibilit� di informazioni sulle caratteristiche estetiche � sufficiente a generare un maggiore apprezzamento estetico e un atteggiamento pi� positivo nei confronti dell'oggetto. Inoltre, abbiamo riscontrato che le informazioni sugli aspetti funzionali portano a una maggiore percezione della qualit� del prodotto, il che � particolarmente vero per i consumatori meno coinvolti, e che una maggiore quantit� di informazioni fornite sul prodotto aumenta la probabilit� di acquisto. Viene discussa l'importanza teorica e gestionale dei risultati.

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