14th International Marketing Trends Conference, 2015
The paper analyzes the interaction between symbolic production and cultural reproduction in low... more The paper analyzes the interaction between symbolic production and cultural reproduction in low-income market. This effect influence purchase decision regarding the characteristic of innovation intensity . The theoretical background involves: culture and consumption are represented by symbolic production and cultural reproduction, the innovation adoption that is categorized into early and late and the innovation intensity that is categorized into radical and incremental. A total of 390 low-income consumers were surveyed and the data was analyzed using Structural Equation Modeling. The results show that early adopters prefer radical innovations instead of incremental, favoring those products that have higher sophistication and technology. On the other hand, late adopters prefer incremental innovations, because they are more cautious and uncertain about the risks that innovation can cause.
This article aims to analyze the relation between individual, collective and organizational level... more This article aims to analyze the relation between individual, collective and organizational levels of learning in a hospital. In order to meet this objective, according to previous studies, a quantitative survey was carried out, from the application of questionnaires, with the hospital nurses. The data were analyzed followed by the technic of structural equation modeling. The results demonstrate that learning in groups is related to the learning that occurs at the individual and organizational levels. However, individual learning was not significantly associated with organizational learning. Furthermore, it was found that the collective learning substantially influences the organizational learning, compared to individual learning. The results are consistent to those found in other similar studies.
This paper develops a set of propositions that should orient the development of argument and the ... more This paper develops a set of propositions that should orient the development of argument and the execution of communication campaign aiming to foster sustainable behaviors. First, an integrative model for sustainable behavior is adapted from existing literature, describing a psychosocial model embracing values, cognition, social and moral norms and attitude. Against this background theories from cognitive (prospect theory and framing effects) and social psychology (social dilemmas and social identity) support the recommendations for adequate framing for persuasive communication. One specific marketing campaign, from a Brazilian producer of ethanol, was subjected to a Peircean semiotic analysis revealing opportunities to improve current marketing practices based on well establish behavioral theories.
Aplazamiento de eleccion debido a la sobrecarga de informacion es un resultado indeseable de ento... more Aplazamiento de eleccion debido a la sobrecarga de informacion es un resultado indeseable de entornos competitivos. Los modelos de maximizacion neoclasicos predicen que la evitacion de eleccion no va a aumentar a medida que mas informacion se ofrece a los consumidores. Las teorias desarrolladas en el campo del comportamiento del consumidor predicen que algunas propiedades del medio ambiente pueden provocar efectos en el comportamiento y un aumento de la evitacion de eleccion debido a la sobrecarga de informacion. Basado en los estimulos generados experimentalmente y probado entre 1.000 consumidores, esta investigacion empirica proporciona evidencia de la presencia de efectos de comportamiento debido a la sobrecarga de informacion y revela los diferentes efectos de aumentar el numero de opciones o el numero de atributos. Este estudio encuentra tambien que need for cognition modera estos efectos en el comportamiento, y propone procesos psicologicos que pueden desencadenar los efectos ...
ABSTRACT The paper analyzes the interaction between symbolic production and cultural reproduction... more ABSTRACT The paper analyzes the interaction between symbolic production and cultural reproduction in low-income consumers market, affecting the attitudes towards the innovation adoption. This effect influence purchase decision regarding the characteristic of innovation intensity. The theoretical background involves: first, culture and consumption are represented by symbolic production and cultural reproduction, second, the innovation adoption that is categorized into early and late, third, the innovation intensity that is categorized into radical and incremental. A total of 390 low-income consumers were surveyed and the data was analyzed using Structural Equation Modeling. The results show that early adopters prefer radical innovations instead of incremental, favoring those products that have higher sophistication and technology. On the other hand, late adopters prefer incremental innovations, because they are more cautious and uncertain about the risks that innovation can cause.
Este artigo oferece uma reviso, de 1971 at a atualidade, dos mtodos de conjoint analysis que so a... more Este artigo oferece uma reviso, de 1971 at a atualidade, dos mtodos de conjoint analysis que so abordagens de coleta de dados baseadas em preferncias ou escolhas declaradas pelos consumidores. Milhares de estudos foram realizados com o uso de conjoint analysis, desde a introduo do mtodo no incio da dcada de 70. Este conjunto de mtodos permite que os pesquisadores de mercado estudem trade-off entre os atributos de novos produtos, sendo til para vrias decises de marketing com design de produto, apreamento e segmentao de mercado. O conjunto atual de opes de conjoint analysis composto pela abordagem tradicional de preferncia declarada, pelas tcnicas de escolhas discretas (CBCA ou choice based conjoint analysis) que se baseiam em escolhas declaradas, pela abordagem autoexplicativa que usa elicitao direta de importncia de atributos e avaliao dos nveis dos atributos e pela abordagem adaptativa (ACA ou adaptive conjoint analysis) que implica em coleta de dados por etapas e adaptativa. Este ...
Choice deferral due to information overload is an undesirable result of competitive environments.... more Choice deferral due to information overload is an undesirable result of competitive environments. The neoclassical maximization models predict that choice avoidance will not increase as more information is offered to consumers. The theories developed in the consumer behavior field predict that some properties of the environment may lead to behavioral effects and an increase in choice avoidance due to information overload. Based on stimuli generated experimentally and tested among 1,000 consumers, this empirical research provides evidence for the presence of behavioral effects due to information overload and reveals the different effects of increasing the number of options or the number of attributes. This study also finds that the need for cognition moderates these behavioral effects, and it proposes psychological processes that may trigger the effects observed.
BASE - Revista de Administração e Contabilidade da Unisinos, 2015
ABSTRACT: The paper analyzes the interaction between symbolic roduction and cultural reproduction... more ABSTRACT: The paper analyzes the interaction between symbolic roduction and cultural reproduction in low-income consumers market, affecting the attitudes towards the innovation adoption. This effect influences purchase decision regarding the characteristic of innovation intensity. The theoretical background involves: first, culture and consumption are represented by symbolic production and cultural reproduction, second, the innovation adoption that is categorized into early and late, third, the innovation intensity that is categorized into radical and incremental. A total of 390 low-income consumers were surveyed and the data was analyzed using the Structural Equation Modeling. The results show that early adopters prefer radical innovations instead of the incremental one, favoring those products that have higher sophistication and technology. On the other hand, late adopters prefer incremental innovations, because they are more cautious and uncertain about the risks that innovation can cause.
This article offers a review from 1971 to the present, methods of conjoint analysis approaches th... more This article offers a review from 1971 to the present, methods of conjoint analysis approaches that are data collection based on stated preferences or choices by consumers. Thousands of studies have been performed using conjoint analysis, since the introduction of the method in the early 70's This set of methods allows market researchers to study trade-off between the attributes of new products, and is useful for various decisions marketing to product design, pricing and market segmentation. The current set of options conjoint analysis is made by the traditional approach stated preference, the discrete choices techniques (or CBCA choice based conjoint analysis) which are based on choices declared by self-explanatory approach which uses direct elicitation of importance attributes and evaluation levels of the attributes and the adaptive approach (ACA or adaptive conjoint analysis) that involves data collection in stages and adaptive. This article summarizes these methods and their recent developments and presents an application in the Brazilian Market. Given the versatility of the method, there is huge potential for marketing research in Brazil. Essentially, this methodology is alive and growing.
The paper analyzes the interaction between symbolic production and cultural reproduction in low-i... more The paper analyzes the interaction between symbolic production and cultural reproduction in low-income consumers market, affecting the attitudes towards the innovation adoption. This effect influence purchase decision regarding the characteristic of innovation intensity. The theoretical background involves: first, culture and consumption are represented by symbolic production and cultural reproduction, second, the innovation adoption that is categorized into early and late, third, the innovation intensity that is categorized into radical and incremental. A total of 390 low-income consumers were surveyed and the data was analyzed using Structural Equation Modeling. The results show that early adopters prefer radical innovations instead of incremental, favoring those products that have higher sophistication and technology. On the other hand, late adopters prefer incremental innovations, because they are more cautious and uncertain about the risks that innovation can cause.
14th International Marketing Trends Conference, 2015
The paper analyzes the interaction between symbolic production and cultural reproduction in low... more The paper analyzes the interaction between symbolic production and cultural reproduction in low-income market. This effect influence purchase decision regarding the characteristic of innovation intensity . The theoretical background involves: culture and consumption are represented by symbolic production and cultural reproduction, the innovation adoption that is categorized into early and late and the innovation intensity that is categorized into radical and incremental. A total of 390 low-income consumers were surveyed and the data was analyzed using Structural Equation Modeling. The results show that early adopters prefer radical innovations instead of incremental, favoring those products that have higher sophistication and technology. On the other hand, late adopters prefer incremental innovations, because they are more cautious and uncertain about the risks that innovation can cause.
This article aims to analyze the relation between individual, collective and organizational level... more This article aims to analyze the relation between individual, collective and organizational levels of learning in a hospital. In order to meet this objective, according to previous studies, a quantitative survey was carried out, from the application of questionnaires, with the hospital nurses. The data were analyzed followed by the technic of structural equation modeling. The results demonstrate that learning in groups is related to the learning that occurs at the individual and organizational levels. However, individual learning was not significantly associated with organizational learning. Furthermore, it was found that the collective learning substantially influences the organizational learning, compared to individual learning. The results are consistent to those found in other similar studies.
This paper develops a set of propositions that should orient the development of argument and the ... more This paper develops a set of propositions that should orient the development of argument and the execution of communication campaign aiming to foster sustainable behaviors. First, an integrative model for sustainable behavior is adapted from existing literature, describing a psychosocial model embracing values, cognition, social and moral norms and attitude. Against this background theories from cognitive (prospect theory and framing effects) and social psychology (social dilemmas and social identity) support the recommendations for adequate framing for persuasive communication. One specific marketing campaign, from a Brazilian producer of ethanol, was subjected to a Peircean semiotic analysis revealing opportunities to improve current marketing practices based on well establish behavioral theories.
Aplazamiento de eleccion debido a la sobrecarga de informacion es un resultado indeseable de ento... more Aplazamiento de eleccion debido a la sobrecarga de informacion es un resultado indeseable de entornos competitivos. Los modelos de maximizacion neoclasicos predicen que la evitacion de eleccion no va a aumentar a medida que mas informacion se ofrece a los consumidores. Las teorias desarrolladas en el campo del comportamiento del consumidor predicen que algunas propiedades del medio ambiente pueden provocar efectos en el comportamiento y un aumento de la evitacion de eleccion debido a la sobrecarga de informacion. Basado en los estimulos generados experimentalmente y probado entre 1.000 consumidores, esta investigacion empirica proporciona evidencia de la presencia de efectos de comportamiento debido a la sobrecarga de informacion y revela los diferentes efectos de aumentar el numero de opciones o el numero de atributos. Este estudio encuentra tambien que need for cognition modera estos efectos en el comportamiento, y propone procesos psicologicos que pueden desencadenar los efectos ...
ABSTRACT The paper analyzes the interaction between symbolic production and cultural reproduction... more ABSTRACT The paper analyzes the interaction between symbolic production and cultural reproduction in low-income consumers market, affecting the attitudes towards the innovation adoption. This effect influence purchase decision regarding the characteristic of innovation intensity. The theoretical background involves: first, culture and consumption are represented by symbolic production and cultural reproduction, second, the innovation adoption that is categorized into early and late, third, the innovation intensity that is categorized into radical and incremental. A total of 390 low-income consumers were surveyed and the data was analyzed using Structural Equation Modeling. The results show that early adopters prefer radical innovations instead of incremental, favoring those products that have higher sophistication and technology. On the other hand, late adopters prefer incremental innovations, because they are more cautious and uncertain about the risks that innovation can cause.
Este artigo oferece uma reviso, de 1971 at a atualidade, dos mtodos de conjoint analysis que so a... more Este artigo oferece uma reviso, de 1971 at a atualidade, dos mtodos de conjoint analysis que so abordagens de coleta de dados baseadas em preferncias ou escolhas declaradas pelos consumidores. Milhares de estudos foram realizados com o uso de conjoint analysis, desde a introduo do mtodo no incio da dcada de 70. Este conjunto de mtodos permite que os pesquisadores de mercado estudem trade-off entre os atributos de novos produtos, sendo til para vrias decises de marketing com design de produto, apreamento e segmentao de mercado. O conjunto atual de opes de conjoint analysis composto pela abordagem tradicional de preferncia declarada, pelas tcnicas de escolhas discretas (CBCA ou choice based conjoint analysis) que se baseiam em escolhas declaradas, pela abordagem autoexplicativa que usa elicitao direta de importncia de atributos e avaliao dos nveis dos atributos e pela abordagem adaptativa (ACA ou adaptive conjoint analysis) que implica em coleta de dados por etapas e adaptativa. Este ...
Choice deferral due to information overload is an undesirable result of competitive environments.... more Choice deferral due to information overload is an undesirable result of competitive environments. The neoclassical maximization models predict that choice avoidance will not increase as more information is offered to consumers. The theories developed in the consumer behavior field predict that some properties of the environment may lead to behavioral effects and an increase in choice avoidance due to information overload. Based on stimuli generated experimentally and tested among 1,000 consumers, this empirical research provides evidence for the presence of behavioral effects due to information overload and reveals the different effects of increasing the number of options or the number of attributes. This study also finds that the need for cognition moderates these behavioral effects, and it proposes psychological processes that may trigger the effects observed.
BASE - Revista de Administração e Contabilidade da Unisinos, 2015
ABSTRACT: The paper analyzes the interaction between symbolic roduction and cultural reproduction... more ABSTRACT: The paper analyzes the interaction between symbolic roduction and cultural reproduction in low-income consumers market, affecting the attitudes towards the innovation adoption. This effect influences purchase decision regarding the characteristic of innovation intensity. The theoretical background involves: first, culture and consumption are represented by symbolic production and cultural reproduction, second, the innovation adoption that is categorized into early and late, third, the innovation intensity that is categorized into radical and incremental. A total of 390 low-income consumers were surveyed and the data was analyzed using the Structural Equation Modeling. The results show that early adopters prefer radical innovations instead of the incremental one, favoring those products that have higher sophistication and technology. On the other hand, late adopters prefer incremental innovations, because they are more cautious and uncertain about the risks that innovation can cause.
This article offers a review from 1971 to the present, methods of conjoint analysis approaches th... more This article offers a review from 1971 to the present, methods of conjoint analysis approaches that are data collection based on stated preferences or choices by consumers. Thousands of studies have been performed using conjoint analysis, since the introduction of the method in the early 70's This set of methods allows market researchers to study trade-off between the attributes of new products, and is useful for various decisions marketing to product design, pricing and market segmentation. The current set of options conjoint analysis is made by the traditional approach stated preference, the discrete choices techniques (or CBCA choice based conjoint analysis) which are based on choices declared by self-explanatory approach which uses direct elicitation of importance attributes and evaluation levels of the attributes and the adaptive approach (ACA or adaptive conjoint analysis) that involves data collection in stages and adaptive. This article summarizes these methods and their recent developments and presents an application in the Brazilian Market. Given the versatility of the method, there is huge potential for marketing research in Brazil. Essentially, this methodology is alive and growing.
The paper analyzes the interaction between symbolic production and cultural reproduction in low-i... more The paper analyzes the interaction between symbolic production and cultural reproduction in low-income consumers market, affecting the attitudes towards the innovation adoption. This effect influence purchase decision regarding the characteristic of innovation intensity. The theoretical background involves: first, culture and consumption are represented by symbolic production and cultural reproduction, second, the innovation adoption that is categorized into early and late, third, the innovation intensity that is categorized into radical and incremental. A total of 390 low-income consumers were surveyed and the data was analyzed using Structural Equation Modeling. The results show that early adopters prefer radical innovations instead of incremental, favoring those products that have higher sophistication and technology. On the other hand, late adopters prefer incremental innovations, because they are more cautious and uncertain about the risks that innovation can cause.
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based on stated preferences or choices by consumers. Thousands of studies have been performed using conjoint
analysis, since the introduction of the method in the early 70's This set of methods allows market researchers to study
trade-off between the attributes of new products, and is useful for various decisions marketing to product design,
pricing and market segmentation. The current set of options conjoint analysis is made by the traditional approach
stated preference, the discrete choices techniques (or CBCA choice based conjoint analysis) which are based on
choices declared by self-explanatory approach which uses direct elicitation of importance attributes and evaluation
levels of the attributes and the adaptive approach (ACA or adaptive conjoint analysis) that involves data collection in
stages and adaptive. This article summarizes these methods and their recent developments and presents an application
in the Brazilian Market. Given the versatility of the method, there is huge potential for marketing research in Brazil.
Essentially, this methodology is alive and growing.
based on stated preferences or choices by consumers. Thousands of studies have been performed using conjoint
analysis, since the introduction of the method in the early 70's This set of methods allows market researchers to study
trade-off between the attributes of new products, and is useful for various decisions marketing to product design,
pricing and market segmentation. The current set of options conjoint analysis is made by the traditional approach
stated preference, the discrete choices techniques (or CBCA choice based conjoint analysis) which are based on
choices declared by self-explanatory approach which uses direct elicitation of importance attributes and evaluation
levels of the attributes and the adaptive approach (ACA or adaptive conjoint analysis) that involves data collection in
stages and adaptive. This article summarizes these methods and their recent developments and presents an application
in the Brazilian Market. Given the versatility of the method, there is huge potential for marketing research in Brazil.
Essentially, this methodology is alive and growing.