Kenny Basso

Pre-purchase information search: too many sources to choose

Purpose Because of the increasing volume of information spread in physical and online environments, a consumer intending to purchase a product or service must choose not only what to buy but also which sources to consult when searching for information that may aid decision-making. This study aims to understand how consumers choose their sources of information in pre-purchase external searches, given the information overproduction scenario. Design/methodology/approach Using a qualitative approach, data collected through interviews with consumers were analyzed under the technique of content analysis, and the results were synthesized into a framework. Findings Consumers tend to consider few sources of information, based on a previously built perception of which sources are more or less appropriate for consultation. Choice tends to be based on pre-established evaluation criteria involving the use of heuristics in the form of socialized images regarding those sources. Research limitations/implications Despite the study’s exploratory nature, the proposed framework sheds light into how consumers respond to information overproduction when choosing their sources, providing interesting venues for future investigations. Practical implications The study identified the possible occurrence of consumer confusion associated with information sources, extending the theoretical understanding of such a concept. Moreover, it revealed the need for managers to consider specific aspects related to the sources to be included in marketing communications. Originality/value This is the first study to address choice of information sources associated with consumer confusion focusing the offline/online scenario.

Altruistic Punishment: A Consumer Response to Service Failure

Despite the efforts of organizations to perform their services properly, being able to eliminate all possible errors is highly improbable. When service failures occur, they tend to involve some level of social conflict, which in theory can lead to altruistic punishment; however, such behaviors have yet to be explored in relation to such a scenario. This study investigates altruistic punishment from consumers in contexts of service recovery. Two experiments were conducted by adapting the structure of the Ultimatum Game to consumer situations. It was possible to identify altruistic punishment through perceptions of injustice in the form of a rejection of a company’s proposal for recovery combined with retaliation. From the findings, it is evident that attention to altruistic punishment in a consumption scenario is advisable, as its occurrence is costly for consumers and businesses.

Atributos para a oferta de um curso de administração orientado para o mercado: um estudo em uma universidade do Rio Grande do Sul

Em razao do atual contexto competitivo no mercado de ensino, o artigo apresenta a metodologia e os resultados de um estudo desenvolvido com o intuito de avaliar e construir um curso de administracao a partir de atores presentes no mercado. Para tanto, a pesquisa exploratoria foi dividida em duas etapas: a primeira, qualitativa, para identificar atributos relacionados a um curso de administracao; na segunda, esses atributos foram quantificados de acordo com a percepcao dos atores da pesquisa. Dentre os atributos identificados esta a necessidade de proximidade do curso com o mercado de trabalho e de um corpo docente que utilize uma didatica de ensino que aproxime os conceitos teoricos a pratica da administracao. Por fim, implicacoes da orientacao para o mercado e dos atributos encontrados sao discutidas para aplicacao em instituicoes de ensino e formulacao de cursos de administracao. Palavras-chave: Instituicoes de ensino superior. Administracao. Metodo de pesquisa. Orientacao para o mercado.

Personalidade e lealdade: proposições de pesquisa com o modelo metateórico de motivação e personalidade DOI 10.5752/P.1984-6606.2009v9n19p102

A personalidade, no estudo do comportamento do consumidor, tem-se mostrado um construto importante, mas pouco compreendido e utilizado nas pesquisas da area. Esse construto, enquanto preditor do comportamento, pode estar relacionado com a predisposicao a lealdade em determinadas situacoes. Considerando a proposta de utilizacao da personalidade juntamente com variaveis comportamentais do individuo, este artigo, atraves do emprego da teoria dos tracos de personalidade e do modelo metateorico de motivacao e personalidade (modelo 3M) proposto por Mowen (2000), discute a possivel ligacao entre a personalidade do individuo e seu comportamento de lealdade. Para tanto, e feita uma revisao da literatura a respeito dos dois principais construtos (personalidade e lealdade), procurando evidenciar suas ligacoes, ao mesmo tempo em que sao geradas proposicoes de pesquisa levando em conta as relacoes hierarquicas que possam existir entre esses construtos.