51165

Marconi Freitas da Costa
Salomão Alencar de Farias
Claudio Felisoni de Angelo

Revista Brasileira de Gestão de Negócios

OBJETIVO – O objetivo central desta pesquisa foi analisar o papel moderador do foco regulatório crônico sobre o consumo por impulso quando os indivíduos estão com as energias de autocontrole esgotadas (esgotamento do ego). Além disso, procurou-se examinar a relação do ajuste regulatório com os processos afetivos e cognitivos da decisão por impulso. METODOLOGIA – O estudo foi realizado por meio de experimento. A análise dos dados foi feita com o uso da técnica Floodlight de JohnsonNeyman, recomendada quando a variável independente é contínua, para não transformá-la em uma variável dicotômica, evitando a perda de informações. RESULTADOS – Os resultados apresentam evidências de que os indivíduos com perfil para manter a vigilância em suas decisões por impulso (foco em prevenção), ou seja, com maior autocontrole em suas decisões, acabam gastando mais energia de autocontrole do que os indivíduos que não têm essa preocupação (foco em promoção), resultando em maior consumo por impulso. CONTRIBUIÇÕES – A principal contribuição é um resultado contraintuitivo de que os indivíduos que deveriam ser mais bem preparados para resistir ao consumo por impulso, com maior autocontrole, acabam cedendo mais à tentação de consumo por despender mais energia na tentativa de se controlar.

consumo por impulso, esgotamento do ego, Foco regulatório crônico

COSTA, M. F.; FARIAS, S. A.; ANGELO, C. F. Foco Regulatório Crônico: Resistir ao Consumo por Impulso ou Deixar Acontecer?. Revista Brasileira de Gestão de Negócios, v. 20, n. 4, p. 619-637, 2018.

Costa, M. F., Farias, S. A., & Angelo, C. F. (2018). Foco Regulatório Crônico: Resistir ao Consumo por Impulso ou Deixar Acontecer?. Revista Brasileira de Gestão de Negócios, 20(4), 619-637.

10.7819/rbgn.v0i0.3954

https://www.spell.org.br/documentos/ver/51165/foco-regulatorio-cronico--resistir-ao-consumo-por-impulso-ou-deixar-acontecer-/i/pt-br

Artigo

Português

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