Decision anchors: a study on pricing of original products and replicas
Autor(a) principal: | |
---|---|
Data de Publicação: | 2024 |
Outros Autores: | , , , |
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 |
id |
RCAP_32c1248d9c0c87b61a1a26627809aab5 |
---|---|
oai_identifier_str |
oai:ojs.pkp.sfu.ca:article/828 |
network_acronym_str |
RCAP |
network_name_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository_id_str |
7160 |
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 |
|
_version_ |
1799136448880836608 |