Construal level theory e comportamento do consumidor: uma década de estudos e novas possibilidades de pesquisa
DOI:
https://doi.org/10.5585/remark.v21i3.16694Palavras-chave:
Construal level theory, Comportamento do consumidor, Distâncias psicológicas, MarketingResumo
Objetivo do estudo: Consolidar o reconhecimento do campo de estudos do comportamento do consumidor que se relaciona com a Construal Level Theory (CLT).
Metodologia/abordagem: revisão da literatura com premissas de Grounded Theory a partir da análise de cento e dezesseis artigos publicados em dez periódicos.
Principais resultados: identificou-se um campo fragmentado em sete divisões: escolha do consumidor; monetária; comunicação; autocontrole e indulgência; novos gatilhos; produto; e objetivos. O trabalho também oferece uma série de novas questões de pesquisa que podem auxiliar no desenvolvimento das subdivisões identificadas.
Contribuições teóricas/metodológicas: mapeamento do campo da pesquisa de CLT e comportamento do consumidor, situação não identificada na literatura, criando e discutindo oportunidades para cada uma das temáticas desse campo.
Relevância/originalidade: revisões de literatura sobre o assunto são raras e não contemplaram, ainda, o comportamento do consumidor. A proposta deste estudo é propor um guia de novas oportunidades para estudos que busquem entender os efeitos dos níveis de representação mental no comportamento do consumidor
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