Emoções desencadeadas pela pandemia influenciaram nossa percepção de valor?

Autores

DOI:

https://doi.org/10.5585/remark.v22i1.20158

Palavras-chave:

Emoções, Percepção de crise, Valor percebido, Lealdade à marca, COVID-19, Coronavírus

Resumo

Objetivo: O objetivo desse estudo foi examinar a relação entre emoções, percepção de risco, valor percebido e lealdade à marca durante uma crise global para entender como as emoções incidentais, ou seja, emoções não relacionadas à decisão, podem influenciar as percepções do consumidor sobre valor de bens e lealdade à marca.

Metodologia/abordagem:  Usando dados coletados de 290 brasileiros durante a pandemia da Covid-19, um modelo estrutural baseado na percepção de risco, emoções positivas e negativas, valor percebido e lealdade à marca foi proposto e testado empiricamente.

Originalidade/valor: Esta pesquisa confirma que emoções incidentais podem impactar o valor percebido. Sendo assim, a pesquisa aumenta a compreensão do papel das emoções na relação consumidor-produto-marca. Em segundo lugar, o estudo faz uma contribuição metodológica ao analisar as relações entre percepção de crise, emoções positivas e negativas, valor percebido e lealdade à marca em uma situação real.    Vale ressaltar que estudos sobre emoções incidentais no comportamento do consumidor são geralmente induzidos por experimentos.

Resultados: Os resultados mostraram que os respondentes se sentiram alertas e atentos, e estas emoções desempenharam uma função significante na relação entre emoções e valor percebido durante a pandemia. Observou-se que a percepção de risco influencia as emoções negativas e positivas, mas não influencia diretamente a lealdade à marca.

Contribuição teórica e prática: Os resultados fornecem suporte para o modelo, onde as emoções incidentais influenciam o valor percebido. Sendo assim, o estudo contribuiu para a literatura examinando e confirmando a relação entre emoções incidentais e valor percebido. No entanto, a percepção de risco e as emoções não influenciam diretamente a lealdade à marca. Desenvolver produtos e serviços que resolvam os problemas oriundos das emoções vivenciadas durante uma crise podem despertar o interesse do consumidor. Como contribuição social, a pesquisa apresenta que bens e serviços podem auxiliar na regulação emocional.

Biografia do Autor

Greicy Tambosi, Universidade de Blumenau - FURB

Mestra em Administração 

Gerson Tontini, Universidade de Blumenau - FURB

Doutor em Engenharia Mecânica

 

Giancarlo Gomes, Universidade de Blumenau - FURB

Doutor em Ciencias Contábeis e Administração

 

Referências

Aaker, D. A. (1998). Marcas: Brand equity: Gerenciando o valor da marca. São Paulo: Negócio.

Achar, C., So, J., Agrawal, N., & Duhachek, A. (2016). What we feel and why we buy: The influence of emotions on consumer decision-making. Consumer behavior, 10, 166–170. Disponível em: https://doi.org/10.1016/j.copsyc.2016.01.009

Addo, P. C., Jiaming, F., Kulbo, N. B., & Liangqiang, L. (2020). COVID-19: Fear appeal favoring purchase behavior towards personal protective equipment. The Service Industries Journal, 40(7–8), 471–490. Disponível em: https://doi.org/10.1080/02642069.2020.1751823

Agrawal, N., Menon, G., & Aaker, J. L. (2007). Getting Emotional about Health. Journal of Marketing Research, 44(1), 100–113. Disponível em: https://doi.org/10.1509/jmkr.44.1.100

Ahn, J., & Thomas, T. K. (2020). The role of customers’ perceived values of integrated resort brands in destination. Journal of Destination Marketing & Management, 15, 100403. Disponível em: https://doi.org/10.1016/j.jdmm.2019.100403

Aslam, F., Awan, T. M., Syed, J. H., Kashif, A., & Parveen, M. (2020). Sentiments and emotions evoked by news headlines of coronavirus disease (COVID-19) outbreak. Humanities and Social Sciences Communications, 7(1), 23. Disponível em: https://doi.org/10.1057/s41599-020-0523-3

Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999). The Role of Emotions in Marketing. Journal of the Academy of Marketing Science, 27(2), 184–206. Disponível em: https://doi.org/10.1177/0092070399272005

Carvalho, H. W. de, Andreoli, S. B., Lara, D. R., Patrick, C. J., Quintana, M. I., Bressan, R. A., Melo, M. F. de, Mari, J. de J., & Jorge, M. R. (2013). Structural validity and reliability of the Positive and Negative Affect Schedule (PANAS): Evidence from a large Brazilian community sample. Brazilian Journal of Psychiatry, 35, 169–172. Disponível em: http://dx.doi.org/10.1590/1516-4446-2012-0957

Chan, W. Y., To, C. K. M., & Chu, W. C. (2015). Materialistic consumers who seek unique products: How does their need for status and their affective response facilitate the repurchase intention of luxury goods? Journal of Retailing and Consumer Services, 27, 1–10. Disponível em: https://doi.org/10.1016/j.jretconser.2015.07.001

Chang, C.-C. (2015). Exploring mobile application customer loyalty: The moderating effect of use contexts. Special Issue on Consumer behavior and telecommunications policy, 39(8), 678–690. Disponível em: https://doi.org/10.1016/j.telpol.2015.07.008

Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern Methods for Business Research, 295(2), 295–336.

Donthu, N., & Gustafsson, A. (2020). Effects of COVID-19 on business and research. Journal of Business Research, 117, 284–289. PubMed. Disponível em: https://doi.org/10.1016/j.jbusres.2020.06.008

Dryhurst, S., Schneider, C. R., Kerr, J., Freeman, A. L. J., Recchia, G., van der Bles, A. M., Spiegelhalter, D., & van der Linden, S. (2020). Risk perceptions of COVID-19 around the world. Journal of Risk Research, 23(7–8), 994–1006. Disponível em: https://doi.org/10.1080/13669877.2020.1758193

Dunn, L., & Hoegg, J. (2014). The Impact of Fear on Emotional Brand Attachment. Journal of Consumer Research, 41(1), 152–168. Disponível em: https://doi.org/10.1086/675377

Elliott, R., & Wattanasuwan, K. (1998). Brands as symbolic resources for the construction of identity. International Journal of Advertising, 17(2), 131–144. Disponível em: https://doi.org/10.1080/02650487.1998.11104712

Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(4), 343–373. Disponível em: https://doi.org/10.1086/209515

Garg, N., & Lerner, J. S. (2013). Sadness and consumption. Journal of Consumer Psychology, 23(1), 106–113. Disponível em: https://doi.org/10.1016/j.jcps.2012.05.009

Gilovich, T., Kumar, A., & Jampol, L. (2015). A wonderful life: Experiential consumption and the pursuit of happiness. Journal of Consumer Psychology, 25(1), 152–165. Disponível em: https://doi.org/10.1016/j.jcps.2014.08.004

Gustafsson, C., & Yanzhuo, L. (2021). COVID-19’s Impact on Consumer Behaviour, Brand Equity and Loyalty.:-A qualitative study analysing how the COVID-19 pandemic affects consumer behaviour and brand loyalty & equity. [Dissertation in Master’s degree of Master Programme in Business and Management]. Uppsala University, Sweden. https://www.diva-portal.org/smash/get/diva2:1587376/FULLTEXT01.pdf

Han, Q., Zheng, B., Agostini, M., Bélanger, J. J., Gützkow, B., Kreienkamp, J., Reitsema, A.M, Breen, J. A, PsyCorona Collaboration. (2021). Associations of risk perception of COVID-19 with emotion and mental health during the pandemic. Journal of affective disorders, 284, 247-255. Disponível em:https://doi.org/10.1016/j.jad.2021.01.049

Hair, J., Babin, B., Money, A., & Samouel, P. (2005). Fundamentos de métodos de pesquisa em administração. Porto Alegre: Bookman Companhia Ed.

Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. Disponível em: https://doi.org/10.2753/MTP1069-6679190202

Hair Jr, J. F., Gabriel, M. L., & Patel, V. K. (2014). Modelagem de Equações Estruturais Baseada em Covariância (CB-SEM) com o AMOS: Orientações sobre a sua aplicação como uma Ferramenta de Pesquisa de Marketing. Revista Brasileira de Marketing, 13(2), 44–55. https://doi.org/10.5585/remark.v13i2.2718

Holbrook, M. B. (2019). The Concept of Consumer Value: Development, Implications, Trajectory. In Value in Marketing (p. 9–41). Routledge.

Hyun, S. S., Kim, W., & Lee, M. J. (2011). The impact of advertising on patrons’ emotional responses, perceived value, and behavioral intentions in the chain restaurant industry: The moderating role of advertising-induced arousal. International Journal of Hospitality Management, 30(3), 689–700. Disponível em: https://doi.org/10.1016/j.ijhm.2010.10.008

Jiang, K., Luk, S. T., & Cardinali, S. (2018). The role of pre-consumption experience in perceived value of retailer brands: Consumers’ experience from emerging markets. Journal of Business Research, 86, 374–385. Disponível em: https://doi.org/10.1016/j.jbusres.2017.09.026

Johns Hopkins University. (2021). COVID-19 Dashboard by the Center for Systems Science and Engineering (CSSE) at Johns Hopkins University (JHU). https://gisanddata.maps.arcgis.com/apps/opsdashboard/index.html#/bda7594740fd40299423467b48e9ecf6. Acesso: 07, fevereiro, 2021

Karwowski, M., Kowal, M., Groyecka, A., Białek, M., Lebuda, I., Sorokowska, A., & Sorokowski, P. (2020). When in danger, turn right: Does Covid-19 threat promote social conservatism and right-wing presidential candidates? Human Ethology, 35, 37–48. Disponível em: https://doi.org/10.31234/osf.io/pjfhs

Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1–22. Disponível em: https://doi.org/10.1177/002224299305700101

Kemp, E., Bui, M., & Chapa, S. (2012). The role of advertising in consumer emotion management. International Journal of Advertising, 31(2), 339–353. Disponível em: https://doi.org/10.2501/IJA-31-2-339-353

Kim, H.; Kiwan, P.; SCHWARZ, N. (2010). Will this trip really be exciting? The role of incidental emotions in product evaluation. Journal of Consumer Research, v. 36, n. 6, p. 983-991. Disponível em: https://doi.org/10.1086/644763

Kim, K., Choi, H., & Hyun, S. S. (2020). Coffee House Consumers’ Value Perception and Its Consequences: Multi-Dimensional Approach. Sustainability, 12(4). https://doi.org/10.3390/su12041663

Kirk, C. P., & Rifkin, L. S. (2020). I’ll trade you diamonds for toilet paper: Consumer reacting, coping and adapting behaviors in the COVID-19 pandemic. Journal of Business Research, 117, 124–131. Disponível em: https://doi.org/10.1016/j.jbusres.2020.05.028

Kleinberg, B., Van der Vegt, I., & Mozes, M. (2020). Measuring emotions in the covid-19 real world worry dataset. arXiv preprint arXiv:2004.04225. ACL 2020 COVID-19 workshop, Cornell University.

Lanciano, T., Graziano, G., Curci, A., Costadura, S., & Monaco, A. (2020). Risk Perceptions and Psychological Effects During the Italian COVID-19 Emergency. Frontiers in Psychology, 11, 2434. Disponível em: https://doi.org/10.3389/fpsyg.2020.580053

Lee, C. J., & Andrade, E. B. (2011). Fear, Social Projection, and Financial Decision Making. Journal of Marketing Research, 48(SPL), S121–S129. Disponível em: https://doi.org/10.1509/jmkr.48.SPL.S121

Lima, R. C. de A. C., Mainardes, E. W., & Dovera, I. M. (2020). Antecedentes e consequentes do valor percebido em usuários de smartphone. Revista de Administração, Sociedade e Inovação, 6(1), 60–79. Disponível em: https://doi.org/10.20401/rasi.6.1.378

McClure, S. M., Li, J., Tomlin, D., Cypert, K. S., Montague, L. M., & Montague, P. R. (2004). Neural Correlates of Behavioral Preference for Culturally Familiar Drinks. Neuron, 44(2), 379–387. Disponível em: https://doi.org/10.1016/j.neuron.2004.09.019

ONU. (2020). Banco mundial prevê uma queda de 8% para a economia brasileira em 2020. 10 de jun. De 2020. https://nacoesunidas.org/banco-mundial-preve-queda-de-8-para-economia-brasileira-em-2020. Acesso: 13julho de 2020.

Ou, Y.-C., & Verhoef, P. C. (2017). The impact of positive and negative emotions on loyalty intentions and their interactions with customer equity drivers. Journal of Business Research, 80, 106–115. Disponível em: https://doi.org/10.1016/j.jbusres.2017.07.011

Pham, M. T. (2007). Emotion and Rationality: A Critical Review and Interpretation of Empirical Evidence. Review of General Psychology, 11(2), 155–178. Disponível em: https://doi.org/10.1037/1089-2680.11.2.155

Podsakoff, P. M., MacKenzie, S. B., Lee, J.-Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of applied psychology, 88(5), 879. Disponível em: https://doi.org/10.1037/0021-9010.88.5.879

Poels, K., & Dewitte, S. (2019). The Role of Emotions in Advertising: A Call to Action. Journal of Advertising, 48(1), 81–90. Disponível em: https://doi.org/10.1080/00913367.2019.1579688

Rangé, B. (2001). Psicoterapias cognitivo-comportamentais: Um diálogo com a psiquiatria. Porto Alegre: Artmed.

Rindfleisch, A., Burroughs, J. E., & Wong, N. (2009). The Safety of Objects: Materialism, Existential Insecurity, and Brand Connection. Journal of Consumer Research, 36(1), 1–16. Disponível em: https://doi.org/10.1086/595718

Ringle, C. M., Da Silva, D., & de Souza Bido, D. (2014). Modelagem de equações estruturais com utilização do SmartPLS. Revista Brasileira de Marketing, 13(2). Disponível em: https://56–73. 10.5585/remark.v13i2.2717

Rogenski, R. (2020). Estudo revela marcas mais lembradas na pandemia. Meio e Mensagem. 13 de mai 2020. Disponível em: https://www.meioemensagem.com.br/home/marketing/2020/05/13/estudo-revela-marcas-mais-lembradas-na-pandemia.html. Acesso: 13 de julho de 2020.

Rucker, D. D., & Petty, R. E. (2004). Emotion Specificity and Consumer Behavior: Anger, Sadness, and Preference for Activity. Motivation and Emotion, 28(1), 3–21. Disponível em: https://doi.org/10.1023/B:MOEM.0000027275.95071.82

Sandberg, B., Hurmerinta, L., & Leino, H. M. (2022). The interplay between customers’ incidental and integral affects in value experience. Marketing Theory, 14705931221099314. Disponível em: https://doi.org/10.1177/14705931221099314

Šeinauskienė, B., Maščinskienė, J., & Jucaitytė, I. (2015). The Relationship of Happiness, Impulse Buying and Brand Loyalty. 20th International Scientific Conference “Economics and Management 2015 (ICEM-2015)”, 213, 687–693. Disponível em: https://doi.org/10.1016/j.sbspro.2015.11.487

Shaari, H. (2020). Assessing brand health during covid-19 pandemic: FMCGs brand loyalty in Malaysia. Journal of Critical Reviews, 7(8), 1623-1630. Disponível em: http://www.jcreview.com/admin/Uploads/Files/61c8b71ab62863.37611419.pdf

Sheth, J. (2020). Impact of Covid-19 on consumer behavior: Will the old habits return or die? Journal of Business Research, 117, 280–283. Disponível em: https://doi.org/10.1016/j.jbusres.2020.05.059

Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159–170. Disponível em: https://doi.org/10.1016/0148-2963(91)90050-8

Slovic, P. (1992). Perception of risk: Reflections on the psychometric paradigm. In Social Theories of Risk. Disponível: https://scholarsbank.uoregon.edu/xmlui/bitstream/handle/1794/22510/slovic_289.pdf?seque

Sneath, J. Z., Lacey, R., & Kennett-Hensel, P. A. (2009). Coping with a natural disaster: Losses, emotions, and impulsive and compulsive buying. Marketing Letters, 20(1), 45–60. Disponível em: https://doi.org/10.1007/s11002-008-9049-y

Sohani, A., & Fahmy, T. (2020). The impact of a pandemic on brand preference in purchasing decisions of food and hygiene products: A COVID-19 perspective [Dissertation in Master’s degree of Master of Science in Business Administration: International business and marketing]. Högskolan Kristianstad, Sweden.

Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220. Disponível em: https://doi.org/10.1016/S0022-4359(01)00041-0

The World Bank. (2021). Perspectivas Econômicas Globais 2021. Disponível: https://www.worldbank.org/pt/publication/global-economic-prospects. Acesso: Acesso: 07 de fevereiro de 2021.

Tsaur, S.-H., Luoh, H.-F., & Syue, S.-S. (2015). Positive emotions and behavioral intentions of customers in full-service restaurants: Does aesthetic labor matter? International Journal of Hospitality Management, 51, 115–126. Disponível em: https://doi.org/10.1016/j.ijhm.2015.08.015

Venuleo, C., Gelo, C. G. O., & Salvatore, S. (2020). Fear, affective semiosis, and management of the pandemic crisis: COVID-19 as semiotic vaccine. Clinical Neuropsychiatry, 17(2), 117–130. Disponível em: https://doi.org/10.36131/CN20200218

Lai, W. I. K., Yang, T., & Hitchcock, M. (2020). Evaluating tourists’ emotional experiences regarding destination casino resorts: An impact-asymmetry analysis. Journal of Destination Marketing & Management, 16, 100365. Disponível em: https://doi.org/10.1016/j.jdmm.2019.05.008

Winterich, K. P., & Haws, K. L. (2011). Helpful Hopefulness: The Effect of Future Positive Emotions on Consumption. Journal of Consumer Research, 38(3), 505–524. Disponível em: https://doi.org/10.1086/659873

Woodruff, R. B. (1997). Customer value: The next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139. Disponível em: https://doi.org/10.1007/BF02894350

Wyer Jr, R. S., Dong, P., Huang, X., Huang, Z., & Wan, L. C. (2019). The effect of incidental emotions on judgments and behavior in unrelated situations: A review. Journal of the Association for Consumer Research, 4(2), 198–207. Disponível em: https://doi.org/10.1086/701889

Yeh, C.-H., Wang, Y.-S., & Yieh, K. (2016). Predicting smartphone brand loyalty: Consumer value and consumer-brand identification perspectives. International Journal of Information Management, 36(3), 245–257. Disponível em: https://doi.org/10.1016/j.ijinfomgt.2015.11.013

Yıldırım, M., & Güler, A. (2020). Factor analysis of the COVID-19 Perceived Risk Scale: A preliminary study. Death Studies, 1–8. Disponível em: https://doi.org/10.1080/07481187.2020.1784311

Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2–22. Disponível em: https://doi.org/10.1177/002224298805200302

Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of marketing, 60(2), 31-46. Disponível em: https://doi.org/10.1177/002224299606000203

Downloads

Publicado

27.02.2023

Como Citar

Tambosi, G., Tontini, G., & Gomes, G. (2023). Emoções desencadeadas pela pandemia influenciaram nossa percepção de valor?. ReMark - Revista Brasileira De Marketing, 22(1), 01–59. https://doi.org/10.5585/remark.v22i1.20158

Edição

Seção

Artigos