Respostas afectivas e cognitivas do comportamento do consumidor
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Respostas afectivas e cognitivas do comportamento do consumidor

Respostas afectivas e cognitivas do comportamento do consumidor


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About the Book

Compreender o comportamento dos consumidores é um elemento fundamental para o desenvolvimento de estratégias de marketing. Os afectos e a cognição têm um impacto profundo no padrão de comportamento dos consumidores e são dois tipos de respostas que os consumidores podem ter a estímulos e acontecimentos ambientais. O estudo foi realizado com o objetivo principal de desenvolver um modelo que descreva as respostas afectivas e cognitivas dos consumidores relacionadas com o desenvolvimento da lealdade à marca. Foi utilizado um método de amostragem por quotas para criar quotas no local de compras (boutiques versus supermercados). Foi recolhido um total de 150 consumidores. A análise de regressão revelou que os afectos predizem a imagem da marca e que os sentimentos e as crenças são componentes preditores significativos. A regressão da cognição na imagem da marca mostra que os componentes de tomada de decisão são significativos. A lealdade à marca e a taxa de utilização parecem ser caraterísticas distintivas entre os consumidores das boutiques e dos supermercados. As componentes do afeto e da cognição são preditores significativos da imagem de marca e as crenças e a imagem de marca são preditores significativos da fidelidade à marca. As respostas psicológicas afectivas e cognitivas dos consumidores podem ser implementadas para construir o conhecimento tácito dos consumidores.


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Product Details
  • ISBN-13: 9786208917371
  • Publisher: Edicoes Nosso Conhecimento
  • Publisher Imprint: Edicoes Nosso Conhecimento
  • Height: 229 mm
  • No of Pages: 64
  • Spine Width: 4 mm
  • Width: 152 mm
  • ISBN-10: 6208917379
  • Publisher Date: 31 May 2025
  • Binding: Paperback
  • Language: Portuguese
  • Returnable: N
  • Weight: 150 gr


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