Racionalidade limitada e consumo: a configuração de objetivos na tomada de decisão do consumidor

• Ano de defesa: 2009
• Autor(a) principal: Tonetto, Leandro Miletto
• Orientador(a): Stein, Lilian Milnitsky
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica do Rio Grande do Sul; Porto Alegre
• Palavras-chave em Português: PSICOLOGIA COGNITIVA; CONSUMIDORES - ASPECTOS PSICOLÓGICOS; TOMADA DE DECISÕES; RACIONALIDADE; JULGAMENTO
• Link de acesso: http://hdl.handle.net/10923/4792

Goal framing effect refers to changes in answer patterns from consumers, when facing different descriptions of the same communication content, which reveals a consumer’s bounded rationality in decision making. This thesis is aimed at investigating the goal framing effect on consumer decision making, focusing on the impact of the amount of information, consumer involvement and the Need for Cognition (NfC) on goal framing. This study consists of three sections. The first one is made up of a theoretical revision and the other two sections consist of experimental research. The instruments used in the experimental sections were a promotional text on credit cards (in four versions: framed in gains and losses, each one containing extended and abbreviated versions), the Consumer Involvement for Credit Card Services Scale (developed to be used in this thesis), and also the Need for Cognition Scale (Deliza, Rosenthal, & Costa, 2003). Results showed that the goal framing effect seems to be related to intuition and that it occurs: (a) only when facing abbreviated amounts of information; (b) when consumer’s preferences on payment methods are not credit cards; and (c) among highly involved consumers with credit card services (independent of participant’s NfC level).