Propaganda impressa de serviços educacionais: uma investigação sobre o impacto da fotografia das instalações e do testemunhal nas atitudes dos consumidores

In the actual competitive scenario the higher education institutions have been forced to become more active in recruiting students due to the reduction in candidates for its courses. Print advertising are important components in the educational services communications campaigns and, thus, they are an important focus of research. The literature on services communication suggests that the use of cues, as the installations picture and testimonial, presents an observable way to tangibilize educational services offers. We relate the cue paradigm theory as evaluative indicators of a product, with two of the four advertising strategies, with the objective to investigate the impact of the cues in the printed educational services ad¿s in relation to the consumers attitudes. More specifically, to investigate the impact of the physical representation strategy (installations picture - an intrinsic cue), and the association strategy (testimonial - an extrinsic cue), in the consumers attitudes toward the advertisement, the brand and the purchase intention. With this purpose an experiment between subjects with 123 students was carried through, with four levels of manipulation. In relation to consumer attitudes, none of the analyzed strategies presented a significative superiority in relation one with another. However, the subjects with low involvement in the value/auto-image dimension had presented more favorable attitudes in relation to the purchase intention in the presence of the advertising using a testimonial (association strategy - an extrinsic cue).

Impacto de responsabilidade social em comerciais de televisão na atitude do consumidor

O objetivo desta dissertação é contribuir para a compreensão das atitudes do consumidor mediante atributos de responsabilidade social inseridos em comerciais de televisão. Um experimento foi realizado com 114 estudantes de graduação da Fundação Getulio Vargas, com o objetivo de examinar a sua reação aos diferentes níveis de responsabilidade social presente em comerciais de televisão de marcas de refrigerante com diferentes níveis de lembrança. A análise foi realizada à luz das teorias sobre atitude do consumidor e de responsabilidade social. Os resultados sugerem que para a amostra em questão, o nível de responsabilidade social pode impactar positivamente a atitude em relação à marca, percepção do atributo e atitude em relação à prática de exercícios físicos. O estudo também demonstrou que o nível de lembrança de marca pode impactar positivamente a atitude em relação à marca, intenção de compra do produto, percepção do atributo. De maneira complementar, o estudo comprovou que uma melhor percepção do atributo de responsabilidade social pode impactar positivamente a atitude em relação à prática de exercícios físicos.

O impacto do argumento ecológico em atitudes relativas a um produto de alto envolvimento

Esta dissertação tem por objetivo investigar as atitudes dos consumidores em relação ao anúncio, à marca e à intenção de compra de um produto com potencial para causar alto envolvimento no consumidor que utiliza um "argumento ecológico" para se posicionar. O estudo foi realizado por meio de um experimento que utilizou um projeto fatorial 3x2 – três "argumentos" publicitários e dois níveis de cor. A amostra foi composta por 286 alunos do curso de Administração de uma universidade particular de Curitiba-PR. Como base teórica foram utilizados principalmente a teoria das pistas (OLSON; JACOBI, 1972) e o Modelo de Probabilidade de Persuasão - MPE (PETTY; CACIOPPO, 1986). As hipóteses (H1, H2, H3) previam que os sujeitos que foram expostos ao "argumento ecológico" demonstrariam atitudes mais favoráveis em relação ao anúncio, à marca e à intenção de compra do que os sujeitos que foram expostos a um argumento "genérico". Da mesma forma, outro grupo de hipóteses (H4, H5, H6) previa que os sujeitos expostos a pista extrínseca – "argumento ecológico" demonstrariam atitudes mais favoráveis em relação ao anúncio, à marca e à intenção de compra do que os sujeitos expostos à pista intrínseca "argumento acessórios". Os resultados apontaram que os sujeitos expostos ao "argumento ecológico" foram sensibilizados e demonstraram atitudes mais favoráveis em relação ao anúncio e à intenção de compra. No entanto, mostraram-se indiferentes em relação à marca. Também foram encontradas atitudes diferentes em relação ao anúncio e à intenção de compra dependendo do grau de envolvimento do consumidor com o produto e o seu nível de consciência ecológica. Os resultados sugerem que a utilização de "argumentos ecológicos" como apelo persuasivo para divulgar produtos de alto envolvimento contribui para avaliação positiva do anúncio, mas não parecem agregar de forma significativa para imagem da marca, especialmente junto ao seu público alvo.

Factors underlying support or opposition to biotechnology among Australian food consumers and implications for retailer-led food regulation

Despite current findings that consumers, on average, have negative attitudes to biotechnologies such as cloning and genetic engineering, considerable variability can be found in the direction and strength of these attitudes. This paper presents a path analysis of attitudinal, motivational, demographic and behavioural variables that influence consumer dispositions towards biotechnology. Among these variables, those found to be most important were: consumers' level of motivation to find natural foods; the extent to which they were motivated by convenience; whether they did the shopping for their household on a regular basis; and their sex. In terms of direct effects on dispositions to biotechnology, motivation to find natural foods had a very strong negative effect while convenience had a very strong positive effect. Sex had a moderate direct effect with women less likely to be positively disposed towards biotechnology than men. In an apparent contradiction, taking responsibility for household shopping had an equally strong positive effect on both naturalness and convenience. However, sex also played a crucial role here with a very strong effect on motivation to find natural foods (women more motivated), a minor effect on convenience (women less motivated) and a strong effect on responsibility for household shopping (women more likely to shop). The policy implications of these findings are important, given the apparent oppositional trends of some sections of the food industry to endorse biotechnology, and of the supermarkets to deliver `clean and green' non-GM foods to consumers. (c) 2005 Elsevier Ltd. All rights reserved.

Discriminating behaviors through value added premium online grocery offering

Despite many interest in e-grocery, little has changed, over the years, in the offering that is often geared only towards low value staple products. Yet, from an e-supermarket perspective, the number of sourcing stores is increasing regularly providing an illusion of service improvement. This situation, we argue is leading e-grocery providers to forego profits as consumers need to look both at the competition online and offline to satisfy their overall regular grocery needs. Expansion of e-grocery operations could be better achieved, we argue, by serving diverse and premium priced products (e.g. organic, limited production, regional items; special occasions items and products related to health e.g. allergies, diabetes) and utilizing more efficiently modern logistic techniques. A framework is offered presenting a model including the delivery of premium products from various suppliers and providing an integrated service solution to e-grocery customers that complete traditional supermarket ranges, creating potential high value added products niches. In this context, the objective was to understand the consumer discrimination factors (ie: range of product, delivery timing, location, service quality) leading to intentions towards purchasing more items from e-grocery retailers. Data are derived from a survey of 356 respondents in Turkey’s three biggest metropolitan areas. The relationship between consumer attitudes and demographic characteristics are also analyzed. Factor and SEM analyses are used to discriminate within the sample (n=356, no of items=150). Results, future research and policy implications are discussed.

Manipulatív marketing: fogyasztói észlelések és reakciók

A marketing koncepciónak kezdetektől fogva a vevőorientáció az egyik kulcsfogalma. Tulajdonképpen annak a szemléletváltásnak köszönheti felemelkedését és más menedzsmentdiszciplínától való elhatárolását is, amellyel a vevői igényeket helyezte a vállalati gondolkodás középpontjába. Későbbiekben azonban a kutatók rájöttek arra, hogy maguk az igények az üzleti gyakorlat során nagymértékben kontrollálhatók, és az eladói oldal azóta is él ezekkel a lehetőségekkel. A kutatás arra volt kíváncsi, hogy a vállalatok manipulációs gyakorlata hogyan csapódik le a fogyasztókban, melyek azok a manipulációs eszközök, amelyeket észlelnek, és azokra milyen válaszreakciókat adnak. Azonosíthatók-e tipikus gondolkodási sémák, magatartási mintázatok, amelyek jól jellemzik egyes vevők viszonyát a vállalati manipulációval. A tanulmány feltáró interjúkra épít, amely segít megérteni a fogyasztókban végbe menő komplex mechanizmusokat. Az eredmények azt sugallják, hogy kétfajta folyamat játszódik le a vevői oldalon Egyrészt a fogyasztók idővel rutinszerű magatartásmintákat vesznek fel, amely során a manipulációs eszközök érvényesülése nem tudatos, és a vállalatoknak kedvező reakciókat vált ki. Másrészt, a fogyasztói társadalom is egyfajta érési folyamaton megy át, aminek hatására megtanulják a vállalatok gondolkodásmódját, és – bár a kognitív korlátok miatt azokat nem tudják teljes mértékben lekövetni – igyekeznek önvédő heurisztikákat beépíteni a követett magatartásukba. A kutatás alapján hipotetikusan öt vevőtípust azonosítottunk, akiket egymástól eltérő reakciók jellemeznek. Customer orientation has been the key concept of marketing since the beginning. As a matter of fact, the emergence of marketing and the conceptual distinction between marketing and the related management disciplines can be attributed to this new approach, which put customer needs in the focus of company attention. Later, researchers revealed that the needs themselves can be controlled to a greater extent and sellers have been taking advantage of it since then. The main focus of the research concentrated on the effects of manipulation practices of companies on consumers, which manipulation tools are recognised and how consumers react to them. Furthermore the research also investigated whether typical cognitive, emotional and behavioural patterns, which reflect the relationship between consumers and the manipulation practices of companies, can be identified. The study relies on explorative interviews, which help understand the complex mechanisms of consumer attitudes. The results indicates that the opposite process occur on the consumer side. On the one hand, consumers tend to follow behavioural routines after a while, which help manipulation tools work in an unconscious way that triggers reactions for the favour of companies. On the other hand, the generations of consumers are getting more and more mature and learning the companies’ mentality and, despite having cognitive limitations to identify all the tricks and deceptive attempts, they try to develop and follow defensive heuristics. Based on the data explored we identified five customer types and we described their diverse reactions to manipulation.

Atitudes e conhecimento dos consumidores sobre os alimentos irradiados: um inquérito conduzido em Natal, Brasil

The aim of this study is to assess the attitudes and knowledge of consumers about irradiated foods. The study sample corresponded to 65.52% women and the mean age was 41.82 (SD: 14.33) years. Only 66.9% of respondents consumers consult the list of ingredients on the label of packaged foods, and 13.4% of them said they had detected the phrase “FOOD TREATED BY IRRADIATION PROCESS.” Furthermore, 86.6% considered that irradiation becomes unsafe food and thus 94.9% of those not consume these foods, as well as 29.6% of those who felt otherwise. Women had a score of attitude towards irradiated foods less favorable than men. The television was considered the most efficient means of communication to report on irradiated foods. We conclude that consumers of the city of Natal lack information about food irradiation and acceptance of these products depends on how the policies are directed to food security and health education, including through the use of sources of mass information dissemination. The information on the labels of irradiated foods is controversial, although sufficient instruments for detection of irradiated foods by these consumers.

A atitude dos internautas face à Publicidade Display

Atualmente, com o aumento do consumo de internet e com a afirmação deste meio como veículo de comunicação e transmissão de publicidade, as marcas cada vez mais escolhem a internet para canalizar o seu investimento em publicidade, deste modo têm vindo a aumentar o seu investimento publicitário na internet. Neste canal existem vários tipos de publicidade, sendo que neste estudo académico será analisada a Publicidade Display, tendo como objetivo perceber a atitude e recordação face a este tipo de publicidade. Na metodologia foram utilizadas escalas que procuram analisar a atitude e a recordação dos internautas face à Publicidade Display, escortinando as dimensões Informação, Diversão, Irritação e Confiança bem como os fatores mais importantes para a recordação deste tipo de publicidade. A recolha de dados, teve como base um questionário online no qual foram inquiridos 190 participantes. Para analisar as hipóteses de estudo, foi feita uma regressão linear múltipla e correlações. Os principais resultados confirmam que as dimensões Informação, Entretenimento, Confiança e Irritação são preditores significativos das atitudes relacionadas com a publicidade display.

O esverdeamento da economia e os tributos verdes : um duro caminho rumo à sustentabilidade da gestão dos resíduos sólidos urbanos (RSU)

Tese (doutorado)—Universidade de Brasília, Centro de Desenvolvimento Sustentável, 2013.

Contribution to an efficient transmission of information to the textile fashion consumer and the influence in sustainable attitudes

The concepts involved in sustainable textile fashion, demanding good knowledge about raw materials, processes, end use properties and circuits amongst others, are able to determine the way the textile product is designed and the behavior of the consumer, regarding life style and buying decisions. The textile product`s life integrates raw materials, their processing, distribution, use by the consumer and destination of the product after useful lifetime, this is, his complete life cycle. It is very important to recognize the power of the consumer to influence parameters related to sustainability, namely when he decides how, when and why he buys and afterwards by the attitudes taken during and after use. The conscious act of consumption involves ethical, ecological and technical knowledge in which the concern is overall lifecycle of the fashion product and not exclusively aesthetic and symbolic values strongly related with its ephemeral nature. The present work proposes the classification of textile products by means of an innovative label aiming to establish a rating related to the Life of Fashion Products, by using parameters considered with especial impact in lifecycle, as textile fibers, processing conditions, generated wastes, commercialization circuits, durability and cleaning procedures. This label for sustainable fashion products aims to assist the stakeholders with informed attitudes and correct decisions in order to promote the objectives of sustainable fashion near designers, consumers and industrial experts.

A consumer survey designed to identify attitudes, knowledge, acceptance, and use of assistive listening devices in public facilities

This paper presents a consumer survey of hearing-impaired persons used to identify their attitudes, knowledge, acceptance, and use of assistive listening devices in public facilities.

Consumer acceptance, valuation of and attitudes towards genetically modified food: Review and implications for food policy

An increasing set of evidence has been reported on how consumers could potentially react to the introduction of genetically modified food. Studies typically contain some empirical evidence and some theoretical explanations of the data, however, to date limited effort has been posed on systematically reviewing the existing evidence and its implications for policy. This paper contributes to the literature by bringing together the published evidence on the behavioural frameworks and evidence on the process leading to the public acceptance of genetically modified (GM) food and organisms (GMOs). In doing so, we employ a set of clearly defined search tools and a limited number of comprehensive key words. The study attempts to gather an understanding of the published findings on the determinants of the valuation of GM food - both in terms of willingness to accept and the willing-to-pay a premium for non-GM food, trust with information sources on the safety and public health and ultimate attitudes underpinning such evidence. Furthermore, in the light of such evidence, we formulate some policy strategies to deal with public uncertainly regarding to GMOs and, especially GM food. (c) 2007 Elsevier Ltd. All rights reserved.

Market analysis and consumer impacts source document. Part III: consumer behavior and attitudes toward fuel efficient vehicles. Final report.

National Highway Traffic Safety Administration, Office of Research and Development, Washington, D.C.

FDA consumer nutrition knowledge survey : a nationwide study of food shopper's knowledge, beliefs, attitudes, and reported behavior regarding food and nutrition /

Includes bibliographical references.