60867

Juan José Camou Viacava
Paulo de Paula Baptista

Revista Brasileira de Gestão de Negócios

Objetivo – Investigar os diferentes impactos que a facilidade (fluência) e a dificuldade (disfluência) nas avaliações de relacionamentos comerciais satisfatórios e insatisfatórios possuem nas intenções de compra futuras. Adicionalmente, investigar o papel mediador da confiança dessas avaliações e apresentar uma nova forma de manipulação de fluência realizada diretamente na forma de avaliações de satisfação. Metodologia – Esta pesquisa contempla um primeiro experimento com design fatorial 3 (fluência: fácil vs difícil vs controle) x 2 (cenário hipotético de satisfação vs insatisfação) com 180 estudantes de graduação e um segundo experimento single factor (fluência: fácil vs difícil vs controle) com 326 consumidores avaliando seus provedores de serviços financeiros. Ambos utilizaram um delineamento betweensubjetcs com distribuição aleatória de sujeitos entre os cenários. Resultados – Consumidores insatisfeitos com facilidade percebida em avaliar relacionamentos comerciais têm um aumento de confiança nessas avaliações, fazendo que diminuam as intenções de compra. Por outro lado, consumidores satisfeitos têm em geral um excesso de confiança, sendo impactados de forma igual pela dificuldade ou facilidade percebida em razão de um viés direto das avaliações que aumenta as intenções de compra. Contribuições – Os resultados demonstram que a fluência (facilidade ou dificuldade percebida) depende da valência das avaliações para afetar diretamente as decisões subsequentes (valência positiva) ou indiretamente (valência negativa). Apresenta-se também uma nova maneira, mais rápida e prática de manipular a fluência. Ainda, como esses efeitos resultam em decisões enviesadas, são levantadas questões éticas.

confiança, Fluência, intenção de compra, valência, viés

VIACAVA, J. J. C.; BAPTISTA, P. P. Os Efeitos da Facilidade e da Dificuldade em Avaliar Relacionamentos Comerciais Sobre as Intenções de Compra. Revista Brasileira de Gestão de Negócios, v. 22, n. 4, p. 854-875, 2020.

Viacava, J. J. C., & Baptista, P. P. (2020). Os Efeitos da Facilidade e da Dificuldade em Avaliar Relacionamentos Comerciais Sobre as Intenções de Compra. Revista Brasileira de Gestão de Negócios, 22(4), 854-875.

https://doi.org/10.7819/rbgn.v22i4.4082

https://www.spell.org.br/documentos/ver/60867/os-efeitos-da-facilidade-e-da-dificuldade-em-avaliar-relacionamentos-comerciais-sobre-as-intencoes-de-compra/i/pt-br

Artigo

Português

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