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Respostas afectivas e cognitivas do comportamento do consumidor by Jayasooriya, Sujith

Respostas afectivas e cognitivas do comportamento do consumidor

by Sujith Jayasooriya , Shamala Kumar
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Book cover type: Paperback
  • ISBN13: 9786208917371
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Edicoes Nosso Conhecimento
  • Publisher Imprint: Edicoes Nosso Conhecimento
  • Publication Date:
  • Pages: 64
  • Original Price: GBP 31.23
  • Language: Portuguese
  • Edition: N/A
  • Item Weight: 100 grams
  • BISAC Subject(s): Production & Operations Management

Compreender o comportamento dos consumidores � um elemento fundamental para o desenvolvimento de estrat�gias de marketing. Os afectos e a cogni��o t�m um impacto profundo no padr�o de comportamento dos consumidores e s�o dois tipos de respostas que os consumidores podem ter a est�mulos e acontecimentos ambientais. O estudo foi realizado com o objetivo principal de desenvolver um modelo que descreva as respostas afectivas e cognitivas dos consumidores relacionadas com o desenvolvimento da lealdade � marca. Foi utilizado um m�todo de amostragem por quotas para criar quotas no local de compras (boutiques versus supermercados). Foi recolhido um total de 150 consumidores. A an�lise de regress�o revelou que os afectos predizem a imagem da marca e que os sentimentos e as cren�as s�o componentes preditores significativos. A regress�o da cogni��o na imagem da marca mostra que os componentes de tomada de decis�o s�o significativos. A lealdade � marca e a taxa de utiliza��o parecem ser carater�sticas distintivas entre os consumidores das boutiques e dos supermercados. As componentes do afeto e da cogni��o s�o preditores significativos da imagem de marca e as cren�as e a imagem de marca s�o preditores significativos da fidelidade � marca. As respostas psicol�gicas afectivas e cognitivas dos consumidores podem ser implementadas para construir o conhecimento t�cito dos consumidores.

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