Decision anchors: a study on pricing of original products and replicas

Detalhes bibliográficos
Autor(a) principal: Pereira, Jefferson Rodrigues
Data de Publicação: 2024
Outros Autores: Sousa, Caissa Veloso e, Cunha, Gustavo Rodrigues, Silva, Wendel Alex Castro, Machado, Eulene Aparecida
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: https://tmstudies.net/index.php/ectms/article/view/828
Resumo: The theme of this study is the influence of cognitive bias on consumer decision-making processes. The overall objective was to identify the existence of statistically significant differences in pricing of similar products, but different brands, when anchors were present. To this end, a quantitative methodological structure was used and a field study was conducted via on-line surveys. 111 respondents completed the questionnaire. All respondents live in the state of Minas Gerais, which is the second most populous in Brazil. Univariate statistics was used as a method of analysis and the mean differences were calculated using paired T-Test groups. In a data analysis environment, statistically significant differences between the mean amplitudes were observed. Among the key findings was a considerable influence of aspects related to the brand on the cognitive processes that assign perceived value to certain products as well as the presence of anchoring bias and adjustments in the consumer decision making
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spelling Decision anchors: a study on pricing of original products and replicasÂncoras de decisão: um estudo de precificação com produtos originais e réplicasConsumer behaviorpricingdecision makinganchoringbrandThe theme of this study is the influence of cognitive bias on consumer decision-making processes. The overall objective was to identify the existence of statistically significant differences in pricing of similar products, but different brands, when anchors were present. To this end, a quantitative methodological structure was used and a field study was conducted via on-line surveys. 111 respondents completed the questionnaire. All respondents live in the state of Minas Gerais, which is the second most populous in Brazil. Univariate statistics was used as a method of analysis and the mean differences were calculated using paired T-Test groups. In a data analysis environment, statistically significant differences between the mean amplitudes were observed. Among the key findings was a considerable influence of aspects related to the brand on the cognitive processes that assign perceived value to certain products as well as the presence of anchoring bias and adjustments in the consumer decision makingO presente estudo tem como tema a influência de vieses cognitivos no processo de tomada de decisão do consumidor. Como objetivo geral pretendeu-se identificar a existência de diferenças estatísticamente significantes na precificação de produtos similares, porém de marcas distintas, tendo por base a atribuição de âncoras de decisão. Para tal, utilizou-se uma estrutura metodológica quantitativa, por meio de um estudo de campo do tipo survey online. Finalizaram o questionário 111 entrevistados. Todos os respondentes residem no estado de Minas Gerais, que é o segundo mais populoso do Brasil. Utilizou como método de análise a estatística univariada, calculando-se as médias das diferenças, utilizando para tanto o T-Test de grupos pareados. Em um ambiente de análise de dados foi possível observar diferenças estatisticamente significantes entre as amplitudes das médias. Dentre os principais resultados identificou-se considerável influência de aspectos relacionados à marca nos processos cognitivos de percepção e atribuição de valor a determinados produtos, bem como a presença do viés ancoragem e ajustamento na tomada de decisão do consumidorUniversity of Algarve2024-01-10info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articlehttps://tmstudies.net/index.php/ectms/article/view/828Revista Encontros Científicos - Tourism & Management Studies; v. 11 n. 2 (2015); 189-196Tourism & Management Studies; Vol. 11 N.º 2 (2015); 189-196Tourism & Management Studies; Vol. 11 No. 2 (2015); 189-196Revista Encontros Científicos - Tourism & Management Studies; Vol. 11 Núm. 2 (2015); 189-1962182-8466reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttps://tmstudies.net/index.php/ectms/article/view/828https://tmstudies.net/index.php/ectms/article/view/828/1350Copyright (c) 2016 Tourism & Management Studiesinfo:eu-repo/semantics/openAccessPereira, Jefferson RodriguesSousa, Caissa Veloso eCunha, Gustavo RodriguesSilva, Wendel Alex CastroMachado, Eulene Aparecida2024-01-17T15:29:15Zoai:ojs.pkp.sfu.ca:article/828Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T00:56:24.231636Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Decision anchors: a study on pricing of original products and replicas
Âncoras de decisão: um estudo de precificação com produtos originais e réplicas
title Decision anchors: a study on pricing of original products and replicas
spellingShingle Decision anchors: a study on pricing of original products and replicas
Pereira, Jefferson Rodrigues
Consumer behavior
pricing
decision making
anchoring
brand
title_short Decision anchors: a study on pricing of original products and replicas
title_full Decision anchors: a study on pricing of original products and replicas
title_fullStr Decision anchors: a study on pricing of original products and replicas
title_full_unstemmed Decision anchors: a study on pricing of original products and replicas
title_sort Decision anchors: a study on pricing of original products and replicas
author Pereira, Jefferson Rodrigues
author_facet Pereira, Jefferson Rodrigues
Sousa, Caissa Veloso e
Cunha, Gustavo Rodrigues
Silva, Wendel Alex Castro
Machado, Eulene Aparecida
author_role author
author2 Sousa, Caissa Veloso e
Cunha, Gustavo Rodrigues
Silva, Wendel Alex Castro
Machado, Eulene Aparecida
author2_role author
author
author
author
dc.contributor.author.fl_str_mv Pereira, Jefferson Rodrigues
Sousa, Caissa Veloso e
Cunha, Gustavo Rodrigues
Silva, Wendel Alex Castro
Machado, Eulene Aparecida
dc.subject.por.fl_str_mv Consumer behavior
pricing
decision making
anchoring
brand
topic Consumer behavior
pricing
decision making
anchoring
brand
description The theme of this study is the influence of cognitive bias on consumer decision-making processes. The overall objective was to identify the existence of statistically significant differences in pricing of similar products, but different brands, when anchors were present. To this end, a quantitative methodological structure was used and a field study was conducted via on-line surveys. 111 respondents completed the questionnaire. All respondents live in the state of Minas Gerais, which is the second most populous in Brazil. Univariate statistics was used as a method of analysis and the mean differences were calculated using paired T-Test groups. In a data analysis environment, statistically significant differences between the mean amplitudes were observed. Among the key findings was a considerable influence of aspects related to the brand on the cognitive processes that assign perceived value to certain products as well as the presence of anchoring bias and adjustments in the consumer decision making
publishDate 2024
dc.date.none.fl_str_mv 2024-01-10
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://tmstudies.net/index.php/ectms/article/view/828
url https://tmstudies.net/index.php/ectms/article/view/828
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv https://tmstudies.net/index.php/ectms/article/view/828
https://tmstudies.net/index.php/ectms/article/view/828/1350
dc.rights.driver.fl_str_mv Copyright (c) 2016 Tourism & Management Studies
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2016 Tourism & Management Studies
eu_rights_str_mv openAccess
dc.publisher.none.fl_str_mv University of Algarve
publisher.none.fl_str_mv University of Algarve
dc.source.none.fl_str_mv Revista Encontros Científicos - Tourism & Management Studies; v. 11 n. 2 (2015); 189-196
Tourism & Management Studies; Vol. 11 N.º 2 (2015); 189-196
Tourism & Management Studies; Vol. 11 No. 2 (2015); 189-196
Revista Encontros Científicos - Tourism & Management Studies; Vol. 11 Núm. 2 (2015); 189-196
2182-8466
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
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