Esperança: construção e tese de um modelo teórico da sua influência no processo de compra do consumidor de cirurgia plástica estética.

Hope, perceived financial risk and propensity for indebtedness

“…Thus, because these negative images are less latent, they seem less likely to happen, due to the fact that people tend to place too much weight on highly salient data. Finally, Almeida (2010) found that women who strongly hope to look more attractive perceive plastic surgery as less risky than women whose hope is weaker. In other words, when one has a high level of hope, her/his wish for achieving the desired goal can be so strong that running any risks may seem worthwhile.…”

“…Manipulating respondents' own hope level looks fruitful for future studies. Second, there have been only a few trials of measuring hope in consumer behavior (exceptions are Almeida, 2010;Chen, 2007;Mello, MacInnis, & Stewart, 2007;Nenkov et al, 2009;Poels & Dewitte, 2008;Wang, 2007), each of them using different scales. Consequently, it may be difficult to compare findings among studies (marketing literature needs a better measure for hope).…”