|Support type:||Scholarships in Brazil - Master|
|Effective date (Start):||March 01, 2012|
|Effective date (End):||February 28, 2013|
|Field of knowledge:||Applied Social Sciences - Administration - Business Administration|
|Principal researcher:||José Mauro da Costa Hernandez|
|Grantee:||Mayara Gonçalves Leite|
|Home Institution:||Campus de Liberdade. Centro Universitário da FEI (UNIFEI). Fundação Educacional Inaciana Padre Sabóia de Medeiros (FEI). São Paulo , SP, Brazil|
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.