Um estudo sobre o valor e a reatância nas reações dos consumidores brasileiros frente ao recall de produtos

• Autor(a) principal: Santos, Rubens da Costa
• Data de Publicação: 2008
• Tipo de documento: Relatório
• Idioma: por
• Título da fonte: Repositório Institucional do FGV (FGV Repositório Digital)
• Texto Completo: http://hdl.handle.net/10438/2962
• topic: Consumer behavior; Consumer decision process; Recall de produto; Reatância psicológica; Administração de empresas; Comportamento do consumidor; Processo decisório

Responses of Brazilian consumers to product recall, both in terms of consumer satisfaction with the decision process and in terms of subsequent product choice behavior, are explored. A literature review on product recall and the consumer decision process was made as well as explored the theory of reactancy theory, a proposition which considers the psychological freedom in terms of its broad applicability to consumer behavior. From this base it is planned to develop the protocols of a n exploratory research among Brazilian consumers in order to access their reactions and responses to product recall. Based on the results to be obtained with these efforts it is intended to map the consumer responses allowing recommendations to consumer, producers and government regulators.