Autorregulação no Processo de Decisão: Impacto dos Objetivos de Escolha sobre a Inovatividade Outros Idiomas

ID:
6623
Resumo:
Este estudo examina o impacto dos objetivos de escolha sobre a inovatividade dos consumidores em categorias de produtos que constantemente sofrem inovações. A contribuição dessa pesquisa é analisar o comportamento de adoção de inovações sob a perspectiva da Teoria do Foco Regulatório (Regulatory Focus Theory - RFT). A primeira etapa da coleta de dados foi qualitativa, de caráter exploratório, com a finalidade de ajustar o instrumento de coleta e a segunda, quantitativa, descritiva e não probabilística em forma de survey. A partir da posse de atributos (básicos, intermediários e avançados) gerou-se um escore para segmentação dos grupos de consumidores em “Mais Inovadores” e “Menos Inovadores”, por meio da técnica de correspondentes múltiplos. Para análise do modelo proposto utilizou-se modelo de equações estruturais (SEM). Além da comprovação do relacionamento dos objetivos de promoção com os de prevenção, foram confirmadas (direta e indiretamente) as premissas de impacto significativo dos objetivos Custos de Avaliação, Justificativa, Confiança e Evitar o Arrependimento na escolha sobre a Inovatividade, resultando em diferenças entre os grupos. Entretanto, o impacto do objetivo de Evitar Emoções Negativas Advindas da Escolha não foi registrado de forma significativa sobre a Inovatividade. Tais resultados remetem a discussões sobre o contexto analisado, assim como as implicações teóricas sobre o impacto na auto-regulação sobre o comportamento de escolha dos consumidores.
Citação ABNT:
PRADO, P. H. M.; KORELO, J. C.; SILVA, D. M. L.; RIBEIRO, E. B. S. Autorregulação no Processo de Decisão: Impacto dos Objetivos de Escolha sobre a Inovatividade. Revista Brasileira de Gestão de Negócios, v. 13, n. 38, p. 80-98, 2011.
Citação APA:
Prado, P. H. M., Korelo, J. C., Silva, D. M. L., & Ribeiro, E. B. S. (2011). Autorregulação no Processo de Decisão: Impacto dos Objetivos de Escolha sobre a Inovatividade. Revista Brasileira de Gestão de Negócios, 13(38), 80-98.
Link Permanente:
http://www.spell.org.br/documentos/ver/6623/autorregulacao-no-processo-de-decisao--impacto-dos-objetivos-de-escolha-sobre-a-inovatividade/i/pt-br
Tipo de documento:
Artigo
Idioma:
Português
Referências:
ALEXANDER, D. L.; LYNCHJR, J. G.; WANG, Q. As time goes by: do cold feet follow warm intentions for really new versus incrementally new products? Journal of Marketing Research, Chicago, v. 45, n. 3, p. 307-319, June. 2008.

AMIR, O.; ARIELY, D. Decision by rules: the case of willingness to pay for beneficial delays. Journal of Marketing Research, Chicago, v. 44, n. 1, p. 32-49, Feb. 2007.

ANDERSON, C. J. The psychology of doing nothing: forms of decision avoidance result from reason and emotion. Psychological Bulletin, Washington, v. 129, n. 1, p. 139-67, 2003.

ANDERSON, J. C.; GERBING, D. W. Structural equation modelling in practice: a review and recommended two-step approach. Psychological Bulletin, Washington, v. 103, n. 3, p.411-423, 1988.

BAGOZZI, R. Advanced methods of marketing research. Oxford: Blackwell, 1995.

BETTMAN, J. R.; JOHNSON, E. J.; PAYNE, J. W. Consumer decision making. In: RATNESHWAR, S.; MICK, D. G.; HUFFMAN, C. (Ed.). The why of consumption: contemporary perspectives on consumer motives, goals and desires. London: Routledge, 2000. p. 57-78.

BETTMAN, J. R.; JOHNSON, E. J.; PAYNE, J. W. Consumer decision making. In: ROBERTSON, T. S.; KASSARJIAN, H. H. (Ed.). Handbook of consumer behavior. Prentice-Hall: Englewood Cliffs, 1991. p. 50-84.

BETTMAN, J. R.; LUCE, M. F.; PAYNE, J. W. Constructive consumer choice processes. Journal of Consumer Research, Gainesville, v. 25, n. 3, p. 187-214, Dec. 1998.

BETTMAN, J. R.; ZINS, M. A. Information format and choice task effects in decision making. Journal of Consumer Research, Gainesville, v. 6, n. 2, p. 141-153, Sept. 1979.

BURNHAM, T. A.; FRELS, J. K.; MAHAJAN, V. Consumer switching costs: a typology, antecedents, and consequences. Journal of the Academy of Marketing Science, Greenvale, v. 31, n. 2, p. 109-126, 2003.

CHERNEY, A. Context effects without a context: attribute balance as a reason for choice. Journal of Consumer Research, Gainesville, v. 32, n. 2, p. 213-224, Sept. 2005.

CHERNEY, A. Decision focus and consumer choice among assortments. Journal of Consumer Research, Gainesville, v. 33, n. 1, p. 50-60, June. 2006.

CHERNEY, A. The impact of common features on consumer preferences: a case of confirmatory reasoning. Journal of Consumer Research, Gainesville, v. 27, n. 4, p. 475-489, Mar. 2001.

CHRISTENSEN, J. F. Corporate strategy and the management of innovation and technology. Industrial and Corporate Change, Oxford, v. 11, n. 2, p. 263-288, 2002.

CHRISTIA, J. The effect of alliance image on the relationship between consumer innovativeness andnewproductadoption. 2000. PhD Dissertation. Oklahoma State University, Stillwater, Dec. 2000.

CHURCHILL, G. A. A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, Chicago, v. 16, n. 1, p. 64-73, Feb. 1979.

CHURCHILL, G. A. Marketing research: methodological foundations. 7m ed. Fort Worth: Dryden, 1999.

COOPER-MARTIN, E. Measures of cognitive effort. Marketing Letters, Boston, v. 5, n. 1, p. 43-56, 1994.

COUPEY, E. Restructuring: constructive processing of information displays in consumer choice. Journal of Consumer Research, Chicago, v. 21, n. 1, p. 83-99, June. 1994.

COWLEY, E. Overconfidence in memory for brand information: a cross-national study. Asia Pacific Journal of Marketing and Logistics, Patrington, v. 3, n. 2, p. 85-96, 2001.

DHAR, R.; NOWLIS, S. M.; SHERMAN, S. J. Comparison effects on preference construction. Journal of Consumer Research, Chicago, v. 26, n. 3, p. 293-306, Dec. 1999.

FOXALL, G. R. Consumer initiators: adaptors and innovators. British Journal of Management, Chichester, v. 5, p. 3-12, June. 1994. Supplement 1.

FREITAS, A. L.; HIGGINS, E. T. Enjoying goal directed actions: the role of regulatory fit. Psychological Science, Washington, v. 13, n. 1, p. 1-6, 2002.

GATIGNON, H.; ROBERTSON, T. S. Innovative decision processes. In: ROBERTSON, T. S.; KASSARJIAN, H. H. (Ed.). Handbook of consumer behavior. New Jersey: Prentice-Hall, 1991. p. 316-348.

GOLDSMITH, R.; FLYNN, L. R. Identifying innovators in consumer product markets. European Journal of Marketing, Bradford, v. 26, n. 12, p. 42-55, 1992.

GOLDSMITH, R.; HOFACKER, C. F. Measuring consumer innovativeness. Journal of the Academy of Marketing Science, Greenvale, v. 19, n. 3, p. 209-221, 1991.

HAIR JUNIOR, J. F. et al. Multivariate data analysis. Upper Saddle River: Prentice Hall, 2005.

HEITMANN, M.; LEHMANN, D. R.; HERRMANN, A. Choice goal attainment and decision consumption satisfaction. Journal of Marketing Research, Chicago, v. 44, n. 2, p. 234-250, May. 2007.

HERZENSTEIN, M.; POSAVAC, S. S.; BRAKUS, J. J. Adoption of new and really new products: the effects of self-regulation systems and risk salience. Journal of Marketing Research, Chicago, v. 44, n. 2, p. 251-260, May. 2007.

HIGGINS, E. T. Beyond pleasure and pain. American Psychologist, Washington, v. 52, n. 12, p. 1280-1300, 1997.

HIGGINS, E. T. et al. Transfer of value from fit. Journal of Personality and Social Psychology, Arlington, v. 84, n. 6, p. 1140-1153, June. 2003.

HIRSCHMAN, E. C. Innovativeness, novelty seeking, and consumer creativity. Journal of Consumer Research, Chicago, v. 7, n. 3, p. 283- 295, Dec. 1980.

HSEE, C. K. et al. Lay rationalism and inconsistency between predicted experience and decision. Journal of Behavioral Decision-Making, Chichester, v. 16, n. 4, p. 257-272, Oct. 2003.

KAHN, B. E.; LUCE, M. F.; NOWLIS, S. M. Debiasing insights from process tests. Journal of Consumer Research, Chicago, v. 33, n. 1, p. 131- 137, June 2006.

LANDMAN, J. Regret: the persistence of the possible. New York: Oxford, 1993.

LAZARUS, R. S. Emotion and adaptation. New York: Oxford University Press, 1991.

LIBERMAN, N. et al. Promotion and prevention focus on alternative hypotheses: implications for attributional functions. Journal of Personality and Social Psychology, Arlington, v. 80, n. 1, p. 5-18, 2001.

LOBLER, M. L.; HOPPEN, N.; ESTIVALETE, V. F. B. A teoria da imagem como explicação para a atribuição de pesos em critérios de decisão. Revista Brasileira de Gestão de Negócios, São Paulo, v. 10, n. 28, p. 264-281, 2008.

LUCE, M. F.; BETTMAN, J. R · Emotional decisions: trade-off difficulty and coping in consumer choice. Chicago: University of Chicago Press, 2001.

LUCE, M. F.; BETTMAN, J. R.; PAYNE, J. W. Choice processing in emotionally difficult decisions. Journal of Experimental Psychology: learning, memory and cognition, Arlington, v. 23, n. 2, p. 384-405, 1997.

MALHOTRA, N. K. Marketing research: an applied orientation. Upper Saddle River: Prentice Hall. 2006.

MANTOVANI, D. Conhecimento prévio, busca de Informações e metas de consumo na construção de estratégias de escolha pelos consumidores. In: ENCONTRO DE MARKETING EMA, 3., 2008, Curitiba. Anais eletrônicos... Rio de Janeiro: ANPAD, 2008.

MENON, S.; KAHN, B. E. The impact of context on variety seeking in product choices. Journal of Consumer Research, Chicago, v. 22, n. 3, p. 285-295, Dec. 1995.

MICK, D. G., FOURNIER, S. Paradoxes of technology: consumer cognizance, emotions, and coping strategies. Journal of Consumer Research, Chicago, v. 25, n. 2, p.123-43, Sept. 1998.

MIDGLEY, D. F.; DOWLING, G. R. A longitudinal study of product form innovation: the interaction between predisposition and social messages. Journal of Consumer Research, Chicago, v. 19, n. 4, p. 611- 625, Mar. 1993.

MIDGLEY, D. F.; DOWLING, G. R. Innovativeness: the conception and its measurements. Journal of Consumer Research, Chicago, v. 4, n. 4, p. 229-242, Mar. 1978.

MURRAY, K. B.; HÄUBL, G. Explaining cognitive lock-in: the role of skill-based habits of use in consumer choice. Journal of Consumer Research, Chicago, v. 34, n. 1, p. 77-88, June. 2007.

THOMPSON, D. V.; HAMILTON, R. W.; RUST, R. T. Feature fatigue: when product capabilities become too much of a good thing. Journal of Marketing Research, Chicago, v. 42, n. 4, p. 431- 442, Nov. 2005.

TSIROS, M.; MITTAL, V. Regret: a model of its antecedents and consequences in consumer decision making. Journal of Consumer Research, Chicago, v. 26, n. 4, p. 401-17, 2000.

URBANY, J. E. et al. Transaction utility effects when quality is uncertain. Journal of the Academy of Marketing Science, Greenvale, v. 25, n. 1, p. 45-55, 1997.

WILSON, T. D.; GILBERT, D. T. Affective forecasting: knowing what to want. Current Directions in Psychological Science, Malden, v. 14,n. 3, p. 131-134, 2005.

WOOD, S. L; MOREAU, C. P. From fear to loathing?, How emotion influences the evaluation and early use of innovations. Journal of Marketing, Chicago, v. 70, n. 3, p. 44-57, July. 2006.

ZEELENBERG, M. Anticipated regret, expected feedback and behavioral decision making. Journal of Behavioral Decision Making, Chichester, v. 12,n. 2, p. 93-106, 1999.