Uso conjunto de dois modelos cognitivos para a compreensão do processo de escolha do consumidor
Joint use of two cognitive models in order to understand consumer choice process
Mello, Sergio Carvalho B. de; Leão, André Luiz Maranhão de S.; Souza Neto, Arcanjo Ferreira
http://dx.doi.org/10.1590/S0103-65132005000100002
Prod, vol.15, n1, p.8-22, 2005
Resumo
O presente estudo tem por objetivo gerar um melhor entendimento do comportamento do consumidor, baseando-se em dois modelos cognitivos: risco percebido e conjunto de consideração. Neste sentido, teve foco no processo de avaliação e na escolha de alternativas dos consumidores, considerando diferentes percepções de risco em dois contextos de serviços. Uma amostra de 772 respondentes foi consultada através de um questionário estruturado. Os resultados indicam que a quantidade de marcas a serem consideradas como alternativa de consumo está associada apenas a algumas das dimensões do risco percebido. Também foram identificados quais atributos são considerados mais importantes na prestação dos serviços analisados e as estratégias redutoras de risco mais utilizadas pelos consumidores com diferentes níveis de percepção de risco. Conclusões e implicações gerenciais também são discutidas.
Palavras-chave
Comportamento do consumidor, conjunto de consideração, risco percebido
Abstract
This study aims to generate a better understanding about consumer behavior based on two cognitive models: risk perception and consideration set. In this sense, it has focus on consumer evaluation and choice processes, considering different risk perception levels in two service settings. A survey with a sample of 772 respondents was performed through a structured questionnaire. Results indicate that the number of brands considered for choice is associated with some risk perception dimensions. It was also identified which attributes are considered the most important in service delivery as well as the most used risk reducing strategies by consumers with varying patterns of risk perception. Conclusions and managerial implications are also discussed.
Keywords
Consumer behavior, consideration set, risk perception
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