Marcelo Moll Brandão

Intentions to purchase food through the internet: developing and testing a model.

Purpose – The purpose of this paper is to assess the factors affecting intentions to purchase food through the internet. Based on the available literature – more specifically, on Ajzen’s (1985) theory of planned behaviour and Grunert and Ramus’ model (2004) – this study proposes and tests a model of planned food purchases via the internet. Design/methodology/approach – A quantitative study was conducted among 403 respondents. Data were analyzed using structural equation modelling. Findings – The main results demonstrated that attitude and perceived difficulty are the antecedents of purchase intentions. Perceived risk had a negative relationship with attitude. With respect to lifestyle, novelty was positively related to attitude, and freshness was negatively related. In addition, novelty had only an indirect effect on intention, which was mediated by attitude. A wired lifestyle had a positive relationship with attitude, and a negative relationship with perceived difficulty. Originality/value – This study o...

Dual attitudes in retail, its predictive capacity and interaction with empathy in mitigating negative responses of dissociated consumers

When dissociative social groups are in a shared shopping environment, the formation of dual attitudes occurs in a divergent way, leading to antagonistic responses from consumers. Dual attitudes are conscious (explicit and self-declared) and unconscious (implicit) attitudes that we develop toward the same object of attitude. Explicitly, people are in favor of the social groups they encounter, whereas implicitly, consumers are unfavorable to retail. This study identifies the formation of dual attitudes in retail, its predictive capacity, and the moderation of pro-social behaviors, mainly mitigating the negative effects of unfavorable attitudes. The influence of dissociative social groups on the formation and predictive capacity of dual attitudes was observed through two studies. In addition, the empathy moderation was identified by reducing negative evaluations, both in laboratory tests and in empirical study in a supermarket, in the city of São Paulo. Finally, we discuss theoretical implications for the study of consumer behavior, and the practices for retail managers. Dual attitudes in retail, its predictive capacity and interaction with empathy in mitigating negative responses of dissociated consumers Palavras-chave: Atitudes duplas; Varejo; Comportamento do consumidor. Quando grupos sociais dissociativos se encontram em um ambiente de compras compartilhado, a formação de atitudes duplas ocorre de maneira divergente, levando a respostas antagônicas dos consumidores. Atitudes duplas são atitudes conscientes (explícitas e autodeclaradas) e inconscientes (implícitas) que desenvolvemos para um mesmo objeto de atitude. De maneira explícita as pessoas se mostram favoráveis aos grupos sociais que encontram, enquanto de maneira implícita consumidores se mostram desfavoráveis. Este estudo identifica a formação de atitudes duplas no âmbito do varejo, sua capacidade preditiva e a moderação de comportamentos pró-sociais, mitigando principalmente os efeitos negativos de atitudes e respostas desfavoráveis. Por meio de 3 experimentos foi observada a influência dos grupos sociais dissociativos na formação e a capacidade preditiva das atitudes duplas. Além disso, foi identificada a moderação da empatia, reduzindo-se as avaliações negativas, tanto em teste de laboratório quanto em um estudo empírico em um supermercado na cidade de São Paulo. Por fim, se discute as implicações teóricas para o estudo do comportamento do consumidor e as práticas para gestores de varejo. Atitudes duplas no varejo, sua capacidade preditiva e interação com a empatia na mitigação de respostas negativas de consumidores dissociados

Atitudes duplas no varejo, sua capacidade preditiva e interação com a empatia na mitigação de respostas negativas de consumidores dissociados

When dissociative social groups are in a shared shopping environment, the formation of dual attitudes occurs in a divergent way, leading to antagonistic responses from consumers. Dual attitudes are conscious (explicit and self-declared) and unconscious (implicit) attitudes that we develop toward the same object of attitude. Explicitly, people are in favor of the social groups they encounter, whereas implicitly, consumers are unfavorable to retail. This study identifies the formation of dual attitudes in retail, its predictive capacity, and the moderation of pro-social behaviors, mainly mitigating the negative effects of unfavorable attitudes. The influence of dissociative social groups on the formation and predictive capacity of dual attitudes was observed through two studies. In addition, the empathy moderation was identified by reducing negative evaluations, both in laboratory tests and in empirical study in a supermarket, in the city of Sao Paulo. Finally, we discuss theoretical implications for the study of consumer behavior, and the practices for retail managers.

Influência do crowding na lealdade mediado pela satisfação do consumidor em processos de compras no varejo

The purpose of this paper is to improve understanding of the causal relationship of crowding in variable loyalty via customer satisfaction in retail purchasing processes. And also conduct tests to examine the implications of customer satisfaction mediation between crowding and consumer loyalty.To verify the hypotheses generated in the light of the theory, we performed a cross-sectional survey involving 486 college students. Data analysis through structural equation modeling (SEM) with partial least squares estimation indicated that the direct effect between perceived crowding and loyalty is mediated declared satisfaction. With this, the main contribution of this study is to corroborate the theoretical position that there can be positive consumer response to retail environments with high human density.

PISTAS SOCIAIS NO VAREJO E AVALIAÇÕES DESFAVORÁVEIS AOS IDOSOS: O VALOR PREDITIVO DAS ATITUDES EM AMBIENTES VAREJISTAS

The retail environment influences consumers through marketing stimuli, the store environment and social aspects. Some of these sti...