O papel das emoções do consumidor em situações de discrepância de desconto
DOI:
https://doi.org/10.5585/remark.v22i1.21516Palavras-chave:
Desconto de preço, Discrepância de desconto, Emoções positivas, Emoções negativas, Expectativas, Intenção de compraResumo
Objetivo: Este estudo tem como objetivo esclarecer o efeito da discrepância de desconto na intenção de compra dos consumidores. Propomos, testamos e fornecemos evidências e explicações sobre a mediação das emoções do consumidor na relação entre discrepância de desconto e intenção de compra.
Design/metodologia/abordagem: Realizamos um estudo experimental com cenários de varejo de roupas. Testamos e confirmamos a mediação das emoções do consumidor no efeito da discrepância de desconto percebida na intenção de compra. Este artigo utiliza essa evidência empírica para incorporar a perspectiva emocional dos consumidores ampliando explicações prévias sobre por que e como a discrepância de desconto percebida afeta a intenção de compra dos consumidores.
Conclusões: Em uma situação de discrepância de desconto, o consumidor aumentará as emoções negativas, diminuirá as emoções positivas e diminuirá a intenção de compra. Os sentimentos mais citados foram frustração, desapontamento e irritação.
Originalidade: Este estudo é a primeira aplicação do modelo emoção-expectativas na análise de descontos de preço e discrepância de desconto.
Implicações gerenciais: A principal implicação gerencial para os varejistas é evitar a surgimento de discrepância de desconto. Estabelecemos orientações para evitar a sua percepção, ações para minimizar seu efeito negativo e discutimos as implicações para políticas públicas.
Limitações da pesquisa: Os dados estão limitados à categoria de produtos de vestuário, que é vista como hedonista.
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