A tipografia de apresentação do preço e seu impacto na percepção de justiça de preço

• Autor(a) principal: Deyl, Fernanda Trindade
• Data de Publicação: 2016
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_RS
• Texto Completo: http://tede2.pucrs.br/tede2/handle/tede/6874
• topic: MERCADO - PESQUISAS; PREÇOS - DETERMINAÇÃO; VAREJO - ESTRATÉGIAS; HEURÍSTICA; MARKETING; ADMINISTRAÇÃO DE EMPRESAS; CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO

Retailing is a complex area of study, demanding the management of many phenomena, such as prices policies. Although essential to the management of any business, the academic literature regarding price strategies in the national context is scarce and not explored extensively in Brazil, nor by academy, nor by the market. Even more incipient is the Brazilian literature regarding strategies for communication and price presentation in the retail context with few studies exploring matters relative to the design of price presentation. It is also verified that there is a gap in the literature regarding the study of price typography in Marketing, specially related to the use of fonts as heuristic cues by the consumer to perceive, interpret and create judgments regarding a product or a brand. The present study, therefore, intends to answer to the following question: does the font used to present price information of a product affect the perception of price fairness by the consumer? In order to do that, this dissertation report will initially present a review of the academic literature regarding heuristic strategies for information and message processing related to the price charged by a product under the consumer’s point of view. Questions regarding the conceptualization of price fairness, price framing and typography are also reviewed in order to develop a theoretical model based in three hypothesis, all of which were tested empirically. The presence of moderation effect of the different levels of involvement, as well as of the manipulation of reference price on the relationship between font and price fairness, were later investigated. The method used for data collection was, mainly, a experimental study, in which an experiment was developed to test the hypothesis. Results indicate that, even though no direct relationship is identified between the font used in the price presentation and perception of price fairness, in situations in which the consumer has a reference price available for the product, the relationship becomes significant. However, there is no indication that the different levels of involvement affect the same relationship. In conclusion, the present research is justified, mainly, for being innovative by shifting the focus to the study of the price typography phenomenon, a subject not often explored by the Brazilian academy, and also for building upon the international literature about the use of typography as an element of price framing by analyzing its relationship with price fairness, an unprecedented approach.