Influence of utility and informational reinforcements on consumer assessment in blind and revealed brand tests

• Autor(a) principal: Rezende, Sônia Regina Gouvêa
• Data de Publicação: 2021
• Outros Autores: Coelho, Cristiano
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Consumer Behavior Review
• Texto Completo: https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/246242
• topic: consumer behavior; informative and utilitarian reinforcements; blind and revealed test marks; manufacturers’ brands; own marks.; comportamento de consumidor; reforços informativos e utilitários; teste às cegas e de marcas reveladas; marcas de fabricantes; marcas próprias.

Brands departed from the scope of products to a consumer culture, created upon the consumers perception from experiences with the product and the organization. Competition has increased and companies adopt strategies to differentiate themselves when working with own brands. To analyze consumer behavior, the theoretical model Behavioral Perspective Model (BPM) was applied to measure the cookies levels of utility reinforcement, in the blind test, and levels of utility and informational reinforcements, in the test of revealed brands. In the test of revealed brands, the manufacturer brand with the highest level of informative reinforcement showed greater preference and showed low discrimination between the own brands. The blind test did not show significant differences between the manufacturer's brand and own brands, indicating that the brands have similar utility reinforcements and can be replaced in functional terms.