Desonestidade é contagiosa: Investigando o efeito dominó do comportamento disfuncional do consumidor

Autores

  • Denise Telli Pontifícia Universidade Católica do Rio Grande do Sul, Escola de Negócios, Porto Alegre, RS, Brasil http://orcid.org/0000-0003-0009-9840
  • Lélis Balestrin Espartel Pontifícia Universidade Católica do Rio Grande do Sul, Escola de Negócios, Porto Alegre, RS, Brasil http://orcid.org/0000-0003-1062-9817
  • Clecio Falcao Araujo Pontifícia Universidade Católica do Rio Grande do Sul, Escola de Negócios, Porto Alegre, RS, Brasil | Universidade Regional do Noroeste do Estado do Rio Grande do Sul, Programa de Pós-Graduação em Desenvolvimento Regional, Ijuí, RS, Brasil http://orcid.org/0000-0002-8753-5184
  • Kenny Basso Cooperando Inteligência + Interação & B-LAB Learning Space, Passo Fundo, RS, Brasil http://orcid.org/0000-0003-2853-0903

DOI:

https://doi.org/10.1590/S0034-759020200103

Palavras-chave:

Comportamento disfuncional, efeito dominó, ética, percepção de risco, efeito de contágio

Resumo

A interação entre clientes disfuncionais e outros clientes pode causar o efeito dominó (ou seja, a disseminação do comportamento de um cliente disfuncional para outros clientes próximos). No entanto, não há uma compreensão se esse efeito ocorrerá em tamanhos diferentes de danos à empresa. Nesse sentido, esta pesquisa tem como objetivo verificar se o tamanho do dano pode afetar a ocorrência de efeito dominó do comportamento disfuncional. Através de cinco estudos experimentais, verificamos que o tamanho do dano influencia a probabilidade de replicar um comportamento disfuncional. Além disso, descobrimos que esse efeito é explicado pela aceitabilidade de um comportamento disfuncional. Também identificamos que o nível de ética do consumidor, a percepção de risco ao replicar o comportamento e a distância social atuam como condicionantes do efeito do tamanho do dano na probabilidade de replicar o comportamento disfuncional.

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Publicado

19-12-2019

Como Citar

TELLI, D.; ESPARTEL, L. B.; ARAUJO, C. F.; BASSO, K. Desonestidade é contagiosa: Investigando o efeito dominó do comportamento disfuncional do consumidor. RAE-Revista de Administração de Empresas, v. 60, n. 1, p. 7-19, 19 dez. 2019.