A influência do preconceito na decisão de escolha do consumidor

• Autor(a) principal: Conte, Bárbara
• Data de Publicação: 2017
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da ESPM
• Texto Completo: http://tede2.espm.br/handle/tede/276
• topic: preconceito; autodepreciação; xenocentrismo; livro nacional; comportamento do consumidor; prejudice; self-deprecation; xenocentrism; national book; consumer behavior; CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO

One of the great problems of Brazil's best-selling book lists is the fact that it is not possible to have an overview of national authors, which happens because of the strong presence of foreign authors. The main purpose of this dissertation is to investigate whether self-deprecation causes prejudice with books of national authors, through four specific objectives: 1) To determine if selfdepreciation precedes the preference for foreign products (xenocentrism); 2) Check if the author's fame precedes the prejudice, 3) Investigate if the author's nationality precedes the prejudice, 4) Investigate if self-deprecation precedes the preference for famous authors. To do so, a causal quantitative research has been developed, consisting of eight independent experiments, in which four hypotheses have been tested with the participation of 254 respondents. The results suggest that although Brazilians self-describe with more positive than negative adjectives in the section of self-depreciation, the works of foreign authors tend to receive more favorable ratings than those of national authors. It has also been identified that the averages of famous and not famous books, national or foreign, with or without a section of self-deprecation, have not had significant difference, revealing that book genre can exert more influence than the author's fame in the consumer's preference. Autobiography, self-help, and entrepreneurship books have received the most favorable rankings, while "colouring" and religion books have achieved the least favorable ratings. The evaluation of technical-scientific books has been also carried out, so that the respondents would probably buy, whether they were national or foreign works, with slight preference not significant by foreigners. Thus, as contributions, discussion on prejudice in consumer behavior has started, contributing with new theoretical and scientific elements in the respective gap, and has obtained possible data to be used in marketing strategies and editorial product management as well as in techniques to encourage reading in Brazil.