Conhecimento do consumidor, tendência à maximização e a busca de informação após decisões

Autores

DOI:

https://doi.org/10.1590/S0034-759020200104

Palavras-chave:

Conhecimento prévio do consumidor, busca de informação, pós-decisão, tendência à maximização, dissonância cognitiva

Resumo

Consumidores têm mais conhecimento prévio ao tomarem decisões. Este estudo mostra os efeitos desse conhecimento na quantidade de informação buscada após a tomada de decisão. Segundo a literatura, variáveis como dissonância cognitiva e sentimentos de arrependimento e insatisfação predizem essa busca. Porém, por meio de um experimento e dois estudos correlacionais, mostramos que essa visão está incompleta. Nossos achados indicam que consumidores com maior conhecimento prévio sobre determinado produto buscam mais informação após tomarem uma decisão, mesmo quando esta não pode ser modificada.  Ainda, esse efeito é intensificado (minimizado) para pessoas com tendência à maximização (satisficers). Mostramos que não somente variáveis como dissonância cognitiva afetam o comportamento de busca de informação após decisões, mas que o nível de conhecimento prévio que consumidores têm sobre o produto também pode afetar tal busca. Logo, sugerimos uma nova variável para o modelo de busca de informação após decisões.        

 

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Publicado

19-12-2019

Como Citar

FERREIRA, M.; DOS SANTOS, C. P. Conhecimento do consumidor, tendência à maximização e a busca de informação após decisões. RAE-Revista de Administração de Empresas, v. 60, n. 1, p. 20-32, 19 dez. 2019.