INFLUENCE OF THE PRODUCT DESCRIPTION FORMAT IN THE CONSUMER JUDGEMENT

• Grant number: 11/14622-8
• Support Opportunities: Scholarships in Brazil - Master
• Start date: March 01, 2012
• End date: February 28, 2013
• Field of knowledge: Applied Social Sciences - Administration - Business Administration
• Principal Investigator: José Mauro da Costa Hernandez
• Grantee: Mayara Gonçalves Leite
• Host Institution: Centro Universitário FEI (UNIFEI). Campus São Paulo. São Paulo , SP, Brazil

Abstract

The process of purchasing decisions is affected by a number of cognitive phenomena characteristic of the individual, for example, emotions, life experience and mind-set. Given the complexity of understanding these phenomena, this research project proposes a study in the field of consumer behavior that aims to expand knowledge about the factors that should be considered when modeling the communication to consumers. His intention is to examine whether the product-attribute description format interferes with the assessment made by individuals, taking into account their different mind-sets. To this end, this project reviews the theoretical framework of Mind-sets, Construal Level Theory (CLT) and Product-attributes Description. The focus is to understand the relationship between the individual's mind-sets and his/her product judgment. This project also presents hypotheses based on the theory that will be tested through experimental methods reported in the methodology section.