Decision Making and Regret in Food Consumption in Fast-Food Chains

• Autor(a) principal: Ássimos, Bruno Medeiros
• Data de Publicação: 2024
• Outros Autores: França, Bárbara Carvalho Giori, Pinto, Marcelo de Rezende
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista Ciências Administrativas (Fortaleza. Online)
• Texto Completo: https://ojs.unifor.br/rca/article/view/14230
• topic: toma de decisión, arrepentimiento, consumo de comida, comida rápida.; tomada de decisão, arrependimento, consumo de comida, comida rápida.; decision-making, regret, food consumption, fast-food.

PurposeThe paper reports the results of a research whose objective was to understand the attributes considered by consumers when making a decision to purchase products in fast-food chains and the emergence of affective and cognitive aspects of post-purchase regret. Design/MethodologyThis research used a quantitative approach based on the application of a questionnaire composed of the regret measurement scale proposed by Nicolao and Rossi (2003) and the identification of decision-making attributes inspired by the work of Loriato (2015). In all, 657 questionnaires were obtained. The data were analyzed by means of Regression Analysis. FindingsAt the time of pre-purchase, consumers tend to evaluate the smell, look/appearance, good service, staff appearance and hygiene, location, temperature, taste, and physical structure of the place. The use of such attributes is relevant in almost 80% of the cases. After consumption, it is common for the feeling of regret to appear, reaching an overall average of almost 50% of the points, which is quite relevant in a food scenario. OriginalityThe article contributes to advancing a deeper understanding of the issues of regret when assessed in the context of fast-food consumption. This is relevant to the literature related to consumer decision processes, but also to the field of consumption in general, culture and consumption, macromarketing and public policies in food and nutrition.