O apelo ecológico na propaganda como fator de influência na atitude de compra do consumidor: um estudo experimental

Este estudo examinou o apelo ecológico utilizado na propaganda como influenciador na atitude de compra do consumidor, tendo em vista que nas duas últimas décadas houve um crescimento nos anúncios que utilizam este tipo de apelo, demonstrando que, pelo surgimento de um novo nicho de mercado, empresas têm se valido do marketing verde e da influência normativa na sua estratégia de marketing. Buscou-se investigar se efetivamente o uso do apelo ecológico na propaganda influencia positivamente na intenção de compra do consumidor. A fundamentação teórica sobre o tema foi desenvolvida a partir dos estudos sobre comportamento do consumidor, atitudes em relação à propaganda, psicologia social e outros ligados ao tema. Esta fundamentação gerou algumas propostas conceituais, traduzidas em um conjunto de hipóteses, que, por se tratar de uma pesquisa causal, foram testadas por meio de metodologia experimental entre sujeitos, com oito níveis de manipulação, uma amostra não probabilística, formada por 215 estudantes de pós-graduação na cidade de Curitiba, e aplicação de questionário estruturado, constituído de perguntas fechadas e respostas escalonadas não-comparativas, intervalar do tipo diferencial semântico, com sete categorias. Os resultados obtidos indicaram que o apelo ecológico utilizado na propaganda como argumento de venda não gerou uma resposta significativamente mais favorável na intenção de compra; contudo, em relação à intenção de compra, o apelo ecológico na propaganda gerou uma atitude significativamente mais favorável do que a atitude em relação à marca, e uma atitude menos favorável do que a atitude em relação ao preço. Os resultados também indicaram que o consumidor não está disposto a pagar um preço maior por um produto anunciado com apelo ecológico de venda. Sugestões de pesquisa futura são comentadas à luz da teoria de marketing.

Large economies with differential information but without free disposal

We consider exchange economies with a continuum of agents and differential information about finitely many states of nature. It was proved in Einy, Moreno and Shitovitz (2001) that if we allow for free disposal in the market clearing (feasibility) constraints then an irreducible economy has a competitive (or Walrasian expectations) equilibrium, and moreover, the set of competitive equilibrium allocations coincides with the private core. However when feasibility is defined with free disposal, competitive equilibrium allocations may not be incentive compatible and contracts may not be enforceable (see e.g. Glycopantis, Muir and Yannelis (2002)). This is the main motivation for considering equilibrium solutions with exact feasibility. We first prove that the results in Einy et al. (2001) are still valid without freedisposal. Then we define an incentive compatibility property motivated by the issue of contracts’ execution and we prove that every Pareto optimal exact feasible allocation is incentive compatible, implying that contracts of competitive or core allocations are enforceable.

Contract enforcement and incentive compatibility in large economies with differential information: the role of exact feasibility

We consider exchange economies with a continuum of agents and differential information about finitely many states of nature. It was proved in Einy, Moreno and Shitovitz (2001) that if we allow for free disposal in the market clearing (feasibility) constraints then an irreducible economy has a competitive (or Walrasian expectations) equilibrium, and moreover, the set of competitive equilibrium allocations coincides with the private core. However when feasibility is defined with free disposal, competitive equilibrium allocations may not be incentive compatible and contracts may not be enforceable (see e.g. Glycopantis, Muir and Yannelis (2002)). This is the main motivation for considering equilibrium solutions with exact feasibility. We first prove that the results in Einy et al. (2001) are still valid without free-disposal. Then we define an incentive compatibility property motivated by the issue of contracts’ execution and we prove that every Pareto optimal exact feasible allocation is incentive compatible, implying that contracts of a competitive or core allocations are enforceable.

Dynamic hedging with stocastic differential utility

In this paper we study the dynamic hedging problem using three different utility specifications: stochastic differential utility, terminal wealth utility, and we propose a particular utility transformation connecting both previous approaches. In all cases, we assume Markovian prices. Stochastic differential utility, SDU, impacts the pure hedging demand ambiguously, but decreases the pure speculative demand, because risk aversion increases. We also show that consumption decision is, in some sense, independent of hedging decision. With terminal wealth utility, we derive a general and compact hedging formula, which nests as special all cases studied in Duffie and Jackson (1990). We then show how to obtain their formulas. With the third approach we find a compact formula for hedging, which makes the second-type utility framework a particular case, and show that the pure hedging demand is not impacted by this specification. In addition, with CRRA- and CARA-type utilities, the risk aversion increases and, consequently the pure speculative demand decreases. If futures price are martingales, then the transformation plays no role in determining the hedging allocation. We also derive the relevant Bellman equation for each case, using semigroup techniques.

Determinants of differential pricing of equity classes in the Brazilian equity market

We examine the differential pricing of equity classes between voting and non-voting shares in Brazilian listed companies with particular emphasis on privatized companies, and we discuss the role of majority control, liquidity, and governance issues that may influence these differentials over time. We include a brief discussion on the Brazilian corporate law system, its impact on controlling and minority shareholders, and the characteristics of the Brazilian privatization process, before proceeding to the econometric analysis. We find empirical evidence to support that liquidity is a major component for determining this differential pricing over time. Other variables, such as the ratio of non-voting equity to total equity, type of majority control, and changes in regulation signal the high level of agency costs between majority controllers and minority shareholders in explaining the differential pricing of equity classes.

A Higher order and stable method for the numerical integration of Random Differential Equations

Trabalho apresentado no Congresso Nacional de Matemática Aplicada à Indústria, 18 a 21 de novembro de 2014, Caldas Novas - Goiás