Percepção sobre preço e valor: um teste experimental

Abstract

Utilizando como fundamentação teórica a Teoria das Perspectivas, de Kahneman e Tversky, este estudo discutiu e testou, em um experimento, o conceito, e determinantes, do preço de referência em decisões de compras. O preço de referência foi definido como aquele que o comprador adota como base para avaliar o preço efetivamente cobrado pelo produto. O experimento avaliou ainda o poder da variável experiência em marketing em mediar a influência dos fatores que determinam esse preço. Os resultados confirmam evidências de outros estudos e indicam que a maneira de apresentar a decisão influencia a percepção do comprador sobre o preço de referência. A variável experiência gerencial na área de marketing teve impacto parcial na redução da influência dos fatores estudados sobre a percepção de preço por parte dos participantes do experimento.

Influence of discount price announcements on consumer's behavior

“…This change in the consumer's perception is called the Framing Effect, a concept that emphasizes that even if the key features of the decision-making situation are maintained without any alteration, such as alternatives, probabilities and results, consumers will have different perceptions of the same purchasing situation, a fact that should not occur in rational decision-making (TVERSKY and KAHNEMAN, 1981). Serpa and Avila (2004) explain that the way price is presented (the Framing Effect) can have a strong impact on personal purchase decision-making. They conducted an experiment in which the only differences in the descriptions were in the discounted price.…”

“…This confirmed that the framing effect also affected professional marketers, and showed that even when people had managerial experience in marketing, they were only partially aware of the Framing effect on price perception. There has been a good deal of research on the different reactions consumers have when identifying prices in sales promotions, and how they affect their purchase decisions (AILAWADI, and others, 2009;SERPA and AVILA, 2004). For instance, Lichtenstein, Ridgway and Netemeyer (1993) analyzed price presentation formats (in the case of two negative perceptions and five positive perceptions) and determined their influence on the consumer's perceptions of price research, purchases of generic products, ability to memorize prices and response to price and promotion coupons.…”

Influence Factors on Consumer Decisions: a quasi-experiment with brands of sustainable products

“…Serpa and Avila (Serpa and Avila, 2004), while working with the relationship the reference price and the theory of perspective also approached this concept. For them, this relationship is the basis used by the consumer to judge the actual price charged for a product.…”

Brazil’s image as a social representation process

“…Considering this limitation, McLeod (2007b) discusses studies related to the perceptual set theory, which states that perception is active and complex, involving other psychological processes such as selection, inference and interpretation, as well as expectations, emotions, values and culture. Such concept of perception is more present in the administration area, where the interest is focused in the role it plays in more complex processes such as decision taking (Robbins, 1999) and buying-related behavior (Serpa and Avila, 2004;Leão et al, 2007).…”