Advanced search
Start date
Betweenand

INFLUENCE OF THE PRODUCT DESCRIPTION FORMAT IN THE CONSUMER JUDGEMENT

Grant number: 11/14622-8
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

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.