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Influência dos anúncios de desconto sobre o comportamento dos consumidores

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  • Isabella, Giuliana
  • Pozzani, Alexandre Ierulo
  • Chen, Vinicios Anlee
  • Gomes, Murillo Buissa Perfi

Abstract

The theoretical framework that underpins this research study is based on the Prospect Theory formulated by Kahneman and Tversky, and Thaler´s Mental Accounting Theory. The research aims to evaluate the consumers’ behavior when different patterns of discount are offered (in percentage and absolute value and for larger and smaller discounts). Two experiments were conducted to explore these patterns of behavior and the results that were obtained supported the view that the framing effect was a common occurrence. The patterns of choice of individuals in a sample were found to be different due to changes in the ways discounts were offered. This can be explained by the various ways of presenting discount rates that had an impact on the influence of purchase intentions, recommendations and quality perception.

Suggested Citation

  • Isabella, Giuliana & Pozzani, Alexandre Ierulo & Chen, Vinicios Anlee & Gomes, Murillo Buissa Perfi, 2012. "Influência dos anúncios de desconto sobre o comportamento dos consumidores," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 52(6), November.
    • Handle: RePEc:fgv:eaerae:v:52:y:2012:i:6:a:30406
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    References listed on IDEAS

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    1. Timothy B. Heath & Subimal Chatterjee & Karen R. France, 1995. "Mental Accounting and Changes in Price: The Frame Dependence of Reference Dependence," Post-Print hal-00670476, HAL.
    2. Heath, Timothy B & Chatterjee, Subimal & France, Karen Russo, 1995. "Mental Accounting and Changes in Price: The Frame Dependence of Reference Dependence," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(1), pages 90-97, June.
    3. Daniel Kahneman & Amos Tversky, 2013. "Prospect Theory: An Analysis of Decision Under Risk," World Scientific Book Chapters, in: Leonard C MacLean & William T Ziemba (ed.), HANDBOOK OF THE FUNDAMENTALS OF FINANCIAL DECISION MAKING Part I, chapter 6, pages 99-127, World Scientific Publishing Co. Pte. Ltd..
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