The role of the consumer’s affect in situations of discount discrepancy

Melby Karina Zuniga Huertas; Thais Rubia Ferreira Lepre

doi:10.5585/remark.v22i1.21516

Autores

Melby Karina Zuniga Huertas Centro Universitário da Fundação Educacional Inaciana Padre Sabóia de Medeiros – FEI https://orcid.org/0000-0002-8128-3465
Thais Rubia Ferreira Lepre Doutora https://orcid.org/0000-0002-4100-4767

DOI:

https://doi.org/10.5585/remark.v22i1.21516

Palavras-chave:

Desconto de preço, Discrepância de desconto, Emoções positivas, Emoções negativas, Expectativas, Intenção de compra

Resumo

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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Biografia do Autor

Melby Karina Zuniga Huertas, Centro Universitário da Fundação Educacional Inaciana Padre Sabóia de Medeiros – FEI

Doutora

Thais Rubia Ferreira Lepre, Doutora

Universidade do Oeste Paulista - UNOESTE

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