The influence of price presentation (in audio format) on customers perceptions

Detalhes bibliográficos
Autor(a) principal: Rodrigues, Hugo Leonardo
Data de Publicação: 2017
Outros Autores: Mainardes, Emerson Wagner
Tipo de documento: Artigo
Idioma: por
Título da fonte: Contextus (Fortaleza. Online)
Texto Completo: http://periodicos.ufc.br/contextus/article/view/32283
Resumo: This study sought to verify the impacts on people’s perception from using the digit “9” in the price format (in audio mode). The research was conducted in three experiments, in each of which respondents were divided into two groups, each with an audio offer and with a different price format (either with or without the digit “9” in the offer). The samples were similar to each other. As analytical tools we used Student’s t-tests, which in general showed that the use of the digit “9” in the price format can impact customers’ perception about price evaluation, deal evaluation, purchase intent, advertising evaluation, store referral, assessment of cost–benefit relations and evaluation of the advertising format.
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spelling The influence of price presentation (in audio format) on customers perceptionsLa influencia de la presentación del precio (en formato de audio) sobre las percepciones de los clientesA influência da apresentação do preço (em formato de áudio) sobre as percepções dos clientesSensory MarketingSound. Price. Retail. Purchase Intentions.Marketing Sensorial Sonoro. Precio. Al detalle. Intenciones de compra.Marketing Sensorial Sonoro. Preço. Varejo. Intenções de Compra.This study sought to verify the impacts on people’s perception from using the digit “9” in the price format (in audio mode). The research was conducted in three experiments, in each of which respondents were divided into two groups, each with an audio offer and with a different price format (either with or without the digit “9” in the offer). The samples were similar to each other. As analytical tools we used Student’s t-tests, which in general showed that the use of the digit “9” in the price format can impact customers’ perception about price evaluation, deal evaluation, purchase intent, advertising evaluation, store referral, assessment of cost–benefit relations and evaluation of the advertising format.Este estudio buscó por medio de experimentos verificar los impactos derivados de la utilización del dígito “9” en el formato de precios (en la modalidad de audio) sobre la percepción de las personas. La investigación fue desarrollada en tres experimentos, en cada uno de los cuales los participantes fueron divididos en dos grupos, cada uno con una oferta en audio y con formato de precio diferente (o con o sin el dígito “9” en la oferta). Las muestras eran similares entre sí. Como instrumentos de análisis se utilizaron testes-t de Student. En general, se evidenció que la utilización del dígito “9” en el formato del precio puede impactar la percepción de los clientes en cuanto a la evaluación del precio, la evaluación de la oferta, la intención de compra, la evaluación de la propaganda, la indicación de la tienda, la evaluación de las relaciones costo-beneficio y la evaluación del formato de la propaganda.Este estudo buscou por meio de experimentos verificar os impactos decorrentes da utilização do dígito “9” no formato de preços (na modalidade de áudio) sobre a percepção das pessoas. A pesquisa foi desenvolvida em 3 experimentos. Em cada um dos experimentos, os respondentes foram divididos em dois grupos, cada um com uma oferta em áudio e com formato de preço diferente (com e sem o dígito nove na oferta). As amostras eram semelhantes entre si. Como instrumento de análise foi utilizado o teste-t student. De um modo geral, os resultados do teste t evidenciaram que a utilização do dígito “9” no formato do preço pode impactar a percepção dos clientes quanto à avaliação do preço, à avaliação da oferta, à intenção de compra, à avaliação da propaganda, à indicação da loja, à avaliação das relações de custo versus benefício e à avaliação do formato da propaganda.FEAAC/UFC2017-08-28info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/vnd.openxmlformats-officedocument.wordprocessingml.documentapplication/vnd.openxmlformats-officedocument.wordprocessingml.documentapplication/ziphttp://periodicos.ufc.br/contextus/article/view/3228310.19094/contextus.v15i1.845Contextus - Contemporary Journal of Economics and Management; Vol 15 No 1: jan/abr 2017; 8-33Contextus – Revista Contemporánea de Economía y Gestión; Vol. 15 Núm. 1: jan/abr 2017; 8-33Contextus – Revista Contemporânea de Economia e Gestão; v. 15 n. 1: jan/abr 2017; 8-332178-92581678-2089reponame:Contextus (Fortaleza. Online)instname:Universidade Federal do Ceará (UFC)instacron:UFCporhttp://periodicos.ufc.br/contextus/article/view/32283/pdf_1http://periodicos.ufc.br/contextus/article/view/32283/98253http://periodicos.ufc.br/contextus/article/view/32283/98254http://periodicos.ufc.br/contextus/article/view/32283/165746http://periodicos.ufc.br/contextus/article/view/32283/165747http://periodicos.ufc.br/contextus/article/view/32283/165748http://periodicos.ufc.br/contextus/article/view/32283/165749Copyright (c) 2017 Revista: apenas para a 1a. publicaçãohttps://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccessRodrigues, Hugo LeonardoMainardes, Emerson Wagner2021-11-22T12:08:29Zoai:periodicos.ufc:article/32283Revistahttp://periodicos.ufc.br/contextusPUBhttp://periodicos.ufc.br/contextus/oairevistacontextus@ufc.br2178-92581678-2089opendoar:2021-11-22T12:08:29Contextus (Fortaleza. Online) - Universidade Federal do Ceará (UFC)false
dc.title.none.fl_str_mv The influence of price presentation (in audio format) on customers perceptions
La influencia de la presentación del precio (en formato de audio) sobre las percepciones de los clientes
A influência da apresentação do preço (em formato de áudio) sobre as percepções dos clientes
title The influence of price presentation (in audio format) on customers perceptions
spellingShingle The influence of price presentation (in audio format) on customers perceptions
Rodrigues, Hugo Leonardo
Sensory Marketing
Sound. Price. Retail. Purchase Intentions.
Marketing Sensorial Sonoro. Precio. Al detalle. Intenciones de compra.
Marketing Sensorial Sonoro. Preço. Varejo. Intenções de Compra.
title_short The influence of price presentation (in audio format) on customers perceptions
title_full The influence of price presentation (in audio format) on customers perceptions
title_fullStr The influence of price presentation (in audio format) on customers perceptions
title_full_unstemmed The influence of price presentation (in audio format) on customers perceptions
title_sort The influence of price presentation (in audio format) on customers perceptions
author Rodrigues, Hugo Leonardo
author_facet Rodrigues, Hugo Leonardo
Mainardes, Emerson Wagner
author_role author
author2 Mainardes, Emerson Wagner
author2_role author
dc.contributor.author.fl_str_mv Rodrigues, Hugo Leonardo
Mainardes, Emerson Wagner
dc.subject.por.fl_str_mv Sensory Marketing
Sound. Price. Retail. Purchase Intentions.
Marketing Sensorial Sonoro. Precio. Al detalle. Intenciones de compra.
Marketing Sensorial Sonoro. Preço. Varejo. Intenções de Compra.
topic Sensory Marketing
Sound. Price. Retail. Purchase Intentions.
Marketing Sensorial Sonoro. Precio. Al detalle. Intenciones de compra.
Marketing Sensorial Sonoro. Preço. Varejo. Intenções de Compra.
description This study sought to verify the impacts on people’s perception from using the digit “9” in the price format (in audio mode). The research was conducted in three experiments, in each of which respondents were divided into two groups, each with an audio offer and with a different price format (either with or without the digit “9” in the offer). The samples were similar to each other. As analytical tools we used Student’s t-tests, which in general showed that the use of the digit “9” in the price format can impact customers’ perception about price evaluation, deal evaluation, purchase intent, advertising evaluation, store referral, assessment of cost–benefit relations and evaluation of the advertising format.
publishDate 2017
dc.date.none.fl_str_mv 2017-08-28
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://periodicos.ufc.br/contextus/article/view/32283
10.19094/contextus.v15i1.845
url http://periodicos.ufc.br/contextus/article/view/32283
identifier_str_mv 10.19094/contextus.v15i1.845
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv http://periodicos.ufc.br/contextus/article/view/32283/pdf_1
http://periodicos.ufc.br/contextus/article/view/32283/98253
http://periodicos.ufc.br/contextus/article/view/32283/98254
http://periodicos.ufc.br/contextus/article/view/32283/165746
http://periodicos.ufc.br/contextus/article/view/32283/165747
http://periodicos.ufc.br/contextus/article/view/32283/165748
http://periodicos.ufc.br/contextus/article/view/32283/165749
dc.rights.driver.fl_str_mv Copyright (c) 2017 Revista: apenas para a 1a. publicação
https://creativecommons.org/licenses/by-nc/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2017 Revista: apenas para a 1a. publicação
https://creativecommons.org/licenses/by-nc/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/vnd.openxmlformats-officedocument.wordprocessingml.document
application/vnd.openxmlformats-officedocument.wordprocessingml.document
application/zip
dc.publisher.none.fl_str_mv FEAAC/UFC
publisher.none.fl_str_mv FEAAC/UFC
dc.source.none.fl_str_mv Contextus - Contemporary Journal of Economics and Management; Vol 15 No 1: jan/abr 2017; 8-33
Contextus – Revista Contemporánea de Economía y Gestión; Vol. 15 Núm. 1: jan/abr 2017; 8-33
Contextus – Revista Contemporânea de Economia e Gestão; v. 15 n. 1: jan/abr 2017; 8-33
2178-9258
1678-2089
reponame:Contextus (Fortaleza. Online)
instname:Universidade Federal do Ceará (UFC)
instacron:UFC
instname_str Universidade Federal do Ceará (UFC)
instacron_str UFC
institution UFC
reponame_str Contextus (Fortaleza. Online)
collection Contextus (Fortaleza. Online)
repository.name.fl_str_mv Contextus (Fortaleza. Online) - Universidade Federal do Ceará (UFC)
repository.mail.fl_str_mv revistacontextus@ufc.br
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