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dc.contributor.authorNicolao, Leonardopt_BR
dc.contributor.authorYorkston, Ericpt_BR
dc.contributor.authorBrocato, Deannept_BR
dc.contributor.authorBrei, Vinícius Andradept_BR
dc.date.accessioned2016-10-20T02:23:37Zpt_BR
dc.date.issued2016pt_BR
dc.identifier.issn1807-7692pt_BR
dc.identifier.urihttp://hdl.handle.net/10183/149150pt_BR
dc.description.abstractThrough this article we examine ways through which consumers can take advantage of marketers’ priming attempts and make better decisions. Specifically, we investigate what happens when individuals are made aware of primes that may potentially improve their performance. Using an Embedded Figures Test, we demonstrate that individuals can be consciously primed into an analytic thinking mindset and perform better when they believe that the prime will enhance performance. Individuals are able to successfully ignore the prime when they believe that the prime hinders performance. Utilizing both holistic and analytic primes and by alternating the valence of the prime’s potential outcome, we are able to disentangle the conscious effects of primes from demand effects. We discuss how these findings may lead to and suggest avenues for future research.en
dc.format.mimetypeapplication/pdf
dc.language.isoengpt_BR
dc.relation.ispartofBAR. Brazilian Administration Review. Curitiba, PR. Vol. 13, n. 1 (Jan./Mar. 2016), p. 19-32pt_BR
dc.rightsOpen Accessen
dc.subjectConsumidorpt_BR
dc.subjectConsumer decision processen
dc.subjectPositive marketingen
dc.subjectComportamento do consumidorpt_BR
dc.subjectProcesso de decisãopt_BR
dc.subjectPriming, awarenessen
dc.subjectAnalytic versus holistic thinkingen
dc.titleImproving consumer decisions : the conscious use of primes as performance enhancerspt_BR
dc.typeArtigo de periódicopt_BR
dc.identifier.nrb001004467pt_BR
dc.type.originNacionalpt_BR


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