Disciplinas

Comportamento do Consumidor: Teoria e Métodos


Disciplina: EAD5808-9

Área de Concentração: 12139

Número de Créditos: 8

Carga do curso:

Teórico
(Por semana)
Prática
(Por semana)
Estudos
(Por semana)
DuraçãoTotal
42215120
Objetivos:
Ao final do curso espera-se que o aluno seja capaz de:
a) Compreender conceitos, teorias e métodos aplicados em pesquisa do comportamento do consumidor;
b) Compreender o comportamento do consumidor como parte de um processo para a aquisição de produtos e serviços;
c) Compreender os vários estágios envolvidos em um comportamento de compra, suas características, inter-relações e implicações;
d) Reconhecer o comportamento do consumidor como área específica de conhecimento e de estudo, necessariamente amparada em referenciais teóricos multidisciplinares;
e) Desenvolver habilidade para identificar oportunidades para a realização de pesquisas científicas visando a ampliação do estado da arte em comportamento do consumidor;
f) Desenvolver habilidade para utilizar o conhecimento do comportamento do consumidor como subsídio para a elaboração de estratégias viáveis de marketing integrado.

2. SUBSÍDIOS A OUTRAS DISCIPLINAS

A disciplina de Comportamento do Consumidor fornece subsídios imprescindíveis para o estudo de outras disciplinas de Marketing, tais como Teoria de Marketing; Dimensionamento, Segmentação de Mercado e Posicionamento de Marketing; Análise, Planejamento, Controle e Gestão Simulada de Marketing; Estratégia de Comunicação e Vendas; Sistema de Informações e Pesquisa de Marketing; Desenvolvimento de Novos Produtos; Marketing Estratégico, dentre outras. Desse modo, a disciplina:
a) Fornecerá conhecimentos e instrumentos necessários para a compreensão do comportamento do consumidor e para a formulação de estratégias de marketing integrado;
b) Estimulará na atividade de marketing a implementação da filosofia empresarial de orientação para o mercado com responsabilidade social.

3. ESTRATÉGIAS DE ENSINO-APRENDIZAGEM

Os seguintes recursos didáticos serão empregados no desenvolvimento da disciplina:
a) Seminários com apresentação e análise crítica de artigos e capítulos de livros sobre comportamento do consumidor;
b) Elaboração de Position Papers sobre os artigos e capítulos de livros dos seminários, bem como de perguntas críticas;
c) Elaboração de um artigo de planejamento de uma pesquisa empírica (método experimental) sobre comportamento do consumidor, para submissão a revista com referee, em datas previamente agendadas pelo docente.

Justificativa:
Os tópicos que compõem o programa da disciplina são os seguintes:

1. Pesquisa do Comportamento do Consumidor
2. Bases evolucionárias do comportamento do consumidor
3. Esquemas Mentais e Influências Inconscientes
4. Memória
5. Aprendizagem e Processamento de Informações
6. Emoções
7. Atitudes
8. Teoria da Persuasão
9. Heurísticas, vieses e decisão
10. Construal Level Theory
11. Teoria do Foco Regulatório
12. Teoria da Atribuição
13. Grupos sociais
14. Identidade
15. Ego depletion
16. Tempo como recurso
17. Consumer well-being

Conteúdo:
Aula Conteúdo Bibliografia para seminários 1 e 2 de cada aula
1a Apresentação da disciplina Conhecimento básico pressuposto:

Blackwell, Miniardi, Engel (2005)
Mittal et. al. (2008)
Solomon (2008)
Artigos obrigatórios:

Hernandez et al. (2014)
Wang et al. (2015)
Joireman, Durante (2016
Dall et al. (2015)

2ª. Pesquisa do Comportamento do Consumidor Artigos obrigatórios:
1. Calder, Tybout (1987)
1. Holbrook (1987)
1. Kernan (1987)
1. Holbrook, O’Shaughnessy (1988)
1. Fastoso, Whitlock (2011)

2. Macinnis, Folkes (2009)
2. Mela et al. (2013)
2. Huber et al. (2014)
2. Luce (2015)

3ª Bases evolucionárias do comportamento do consumidor Artigos obrigatórios:

1. Saad, Gill (2000)
1. Wang, Griskevicius (2013)
1. Saad, Stenstron (2015)

2. Stanovich, West (2003)
2. Durante, Arsena (2014)

4a Esquemas Mentais e influências inconscientes Artigos obrigatórios:
1. Fiske, Taylor (1991), Cap. 4, p. 96-141
1. Shiv, Carmon, Ariely (2005)

2. Bargh, Morsella (2008)
2. Kettle, Haubl (2011)
2. Bargh et al. (2012)
5a Memória Artigos obrigatórios:

1. Bettman (1979)
1. Lee (2002)

2. Zauberman, Ratner; Kim (2009)
2. O'Donnell, Brown (2011)
2. Lee et al. (2016)
6a Aprendizagem e Processamento de Informações Artigos obrigatórios:

1. Broniarczyk, Alba (1994)
1. Bettman, Luce, Payne (1998)
1. Van Osselaer, Alba (2000)

2. Hsee et al. (2003)
2. Adaval, Wyer Jr. (2011)
2. Ma, Roese (2014)

7a Emoções Artigos obrigatórios:

1. Ellsworth, Scherer (2003)
1. Slovic (2007)
1. Inzlicht et al. (2015)

2. Hsee, Rottenstreich (2004)
2. Pham (2007)
2. Dunn, Hoegg (2014)

8a Atitudes Artigos obrigatórios:

1. Bagozzi (1981)
1. Fazio, Powell, Williams (1989)
1. Cohen, Reed II (2006)

2. Ajzen (2001)
2. Kwon, Nayakankuppan (2015)

9a Teoria da Persuasão Artigos obrigatórios:

1. Petty, Unnava, Strathman (1991)
1. Friestad, Wright (1994)
1. Williams, Fitzsimons, Block (2004)

2. Petty (1994)
2. Darke, Chaiken (2005)
2. Brinol et al. (2015)

10a Heurísticas, vieses e decisão Artigos obrigatórios:

1. Kahneman, Tversky (1979)
1. Kahneman, Knetsch, Thaler (1991)
1. Thaller (1999)

2. Iyengar, Lepper (2000)
2. Camerer, Loewenstein (2003)
2. Chan et al. (2016)
11a Construal Level Theory

Teoria do Foco Regulatório Artigos obrigatórios:

1. Trope, Liberman, Wakslak (2007)
1. Trope, Liberman (2010)
1. Williams, Stein, Galguera (2013)

2. Higgins (1997)
2. Aaker, Lee (2001)
2. Trudel et al. (2012)
12a Teoria da Atribuição

Grupos sociais Artigos obrigatórios:

1. Fiske, Taylor (1991)
1. Weiner (2000)
1. Malle (2003)

2. Baumeister, Leary (1995)
2. Leary, Guadagno (2011)
2. Lasaleta et al. (2014)

13a Identidade

Esgotamento do ego Artigos obrigatórios:

1. Belk (2013)
1. Wan, Shu, Ding (2013)
1. Park et al. (2015)

2. Baumeister et al. (2008)
2. Vohs, Faber (2007)
2. Hur, Koo, Hofmann (2015)

14a Tempo como recurso

Consumer well-being
Artigos obrigatórios:

1. Mogilner, Aaker (2009)
1. Festjens, Janiszewski (2015)

2. Kahneman, Riis (2005)
2. Hsee, Hastie (2006)

15a Discussão sobre o paper final Apresentação dos papers elaborados

Avaliation methods:
O processo de avaliação será feito utilizando-se o seguinte critério:
a) Seminários apresentados: 30%
b) Position Papers 20%
c) Crítica e participação em aul

Notas:

Bibliografia:
7.1. Livros básicos (conhecimento pressuposto)
Blackwell, R. D.; Miniardi, P. W.; Engel, J.F. (2005). Comportamento do Consumidor. Trad. Eduardo T. Ayrosa, 9a ed., São Paulo: Thomson.
Mittal, B.; Holbrook, M.; Beatty, S.; Raghubir, P.; Woodside, A. (2008). Consumer Behavior. Cincinnati: Open Mentis Publishing Company.
Solomon, M. R. O Comportamento do Consumidor: comprando, possuindo e sendo (2008). Trad. Lene Belon Ribeiro. 5a ed., Porto Alegre: Bookman.
7.2 Artigos (leitura obrigatória)
Aaker, J. L.; Lee, A. Y. (2001). “I” seek pleasures and “we” avoid pains: The role of self-regulatory goals in information processing and persuasion. Journal of Consumer Research, 28(1), 33-49.
Adaval, R.; Wyer Jr, R. S. (2011). Conscious and nonconscious comparisons with price anchors: Effects on willingness to pay for related and unrelated products. Journal of Marketing Research, 48(2), 355-365.
Ajzen, I. (2001). Nature and operation of attitudes. Annual Review of Psychology, 52(1), 27-58.
Bagozzi, R. P. (1981). Attitudes, intentions, and behavior: A test of some key hypotheses. Journal of Personality and Social Psychology, 41(4), 607.
Bargh, J. A.; Morsella, E. (2008). The unconscious mind. Perspectives on Psychological Science, 3(1), 73-79.
Bargh, J. A.; Schwader, K. L.; Hailey, S. E.; Dyer, R. L.; Boothby, E. J. (2012). Automaticity in social-cognitive processes. Trends in cognitive sciences, 16(12), 593-605.
Baumeister, R. F.; Leary, M. R. (1995). The need to belong: desire for interpersonal attachments as a fundamental human motivation. Psychological Bulletin, 117(3), 497-529.
Baumeister, R. F.; Sparks, E. A.; Stillman, T. F.; Vohs, K. D. (2008). Free will in consumer behavior: Self-control, ego depletion, and choice. Journal of Consumer Psychology, 18(1), 4-13.
Belk, R. W. (2013). Extended self in a digital world. Journal of Consumer Research, 40(3), 477-500.
Bettman, J. R. (1979). Memory factors in consumer choice: A review. The Journal of Marketing, 43, Spring, 37-53.
Bettman, J. R.; Luce, M. F.; Payne, J. W. (1998). Constructive consumer choice processes. Journal of Consumer Research, 25(3), 187-217.
Brinol, P.; Rucker, D. D.; Richard E. Petty, R. E. (2015). Naive theories about persuasion: implications for information processing and consumer attitude change. International Journal of Advertising, 34(1), 85-106.
Broniarczyk, S. M.; Alba, J. W. (1994). The role of consumers' intuitions in inference making. Journal of Consumer Research, 21, December, 393-407.
Calder, B. J.; Tybout, A. M. (1987). What consumer research is... Journal of Consumer Research, 14, 136-140.
Camerer, C. F.; Loewenstein, G. (2003). Behavioral Economic: past, presente, future. In: Camerer, C. F.; Loewenstein, G. & Rabin, M. (Eds.). Advances in behavioral economics. New York, Princeton University Press, 4-51, Chapter 1.
Chan, T.K.H.; Cheung, C.M.K.; Lee, Z.W.Y. (2016). The state of online impulse-buying research: A literature analysis. Information & Management, June, 1-19.
Cohen, J. B.; Reed, A. (2006). A multiple pathway anchoring and adjustment (MPAA) model of attitude generation and recruitment. Journal of Consumer Research, 33(1), 1-15.
Dahl, D.; Fischer, E.; Johar, G.; Morwitz, V. (2015). The Evolution of JCR: AView through the Eyes of Its Editors. Journal of Consumer Research, 42, i-iii.
Darke, P. R.; Chaiken, S. (2005). The pursuit of self-interest: Self-interest bias in attitude judgment and persuasion. Journal of Personality and Social Psychology, 89(6), 864.
Dunn, L.; Hoegg, J. (2014). The impact of fear on emotional brand attachment. Journal of Consumer Research, 41(1), 152-168.
Durante, K. M.; Arsena, A. R. (2015). Playing the field: the effect of fertility on women’s desire for variety. Journal of Consumer Research, 41(6), 1372-1391.
Ellsworth, P. C.; Scherer, K. R. (2003). Appraisal processes in emotion. In: Davidson, R. J., Goldsmith, H., & Scherer, K. R. (Eds.), Handbook of Affective Sciences. New York and Oxford, Oxford University Press, 572-595, Chapter 29.
Fastoso, F.; Whitelock, J. (2011). Why is so little marketing research on Latin America published in high quality journals and what can we do about it? Lessons from a Delphi study of authors who have succeeded. International Marketing Review, 28(4), 435-449.
Fazio, R. H.; Powell, M. C.; Williams, C. J. (1989). The role of attitude accessibility in the attitude-to-behavior process. Journal of Consumer Research, 16, December, 280-288.
Festjens, A.; Janiszewski, C. H. R. I. S. (2015). The Value of Time. Journal of Consumer Research, 42, May, 178-195.
Fiske, S. T.; Taylor, S. E. (1991). Social Categories and Schemas. In: Fiske, S. T., & Taylor, S. E. Social cognition: From brains to culture. New York, McGraw-Hill, 97-141, Chapter 4.
Friestad, M.; Wright, P. (1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of Consumer Research, 21, June, 1-31.
Hernandez, J. M.; Basso, K.; Brandão, M. M. (2014). Pesquisa experimental em marketing. Revista Brasileira de Marketing, 13(2), 98-117.
Higgins, E. T. (1997). Beyond pleasure and pain. American Psychologist, 52(12), 1280.
Holbrook, M. B. (1987). What is consumer research?. Journal of Consumer Research, 14, June, 128-132.
Holbrook, M. B.; O'Shaughnessy, J. (1988). On the scientific status of consumer research and the need for an interpretive approach to studying consumption behavior. Journal of Consumer Research, 15, December, 398-402.
Hsee, C. K.; Zhang, J.; Yu, F.; Xi, Y. (2003). Lay rationalism and inconsistency between predicted experience and decision. Journal of Behavioral Decision Making, 16(4), 257-272.
Hsee, C. K.; Rottenstreich, Y. (2004). Music, pandas, and muggers: on the affective psychology of value. Journal of Experimental Psychology: General, 133(1), 23-30.
Hsee, C. K.; Hastie, R. (2006). Decision and experience: why don't we choose what makes us happy?. Trends in Cognitive Sciences, 10(1), 31-37.
Huber, J.; Kamakura, W.A.; Mela, C.F. (2014). A Topical History of JMR. Journal of Marketing Research, LI, February, 84–91.
Hur, J. D.; Koo, M.; Hofmann, W. (2015). When Temptations Come Alive: How Anthropomorphism Undermines Self-Control. Journal of Consumer Research, 42, May, 340-358.
Inzlicht, M.; Bartholow, B.D.; Hirsh, J.B. (2015). Emotional foundations of cognitive control. Trends in Cognitive Sciences, 19(3), 126-132.
Iyengar, S. S.; Lepper, M. R. (2000). When choice is demotivating: Can one desire too much of a good thing?. Journal of Personality and Social Psychology, 79(6), 995-1006.
Joireman, J.; Durante, K.M. (2016). Editorial overview: Consumer behavior. Current Opinion in Psychology, 10, iv–vii.
Kahneman, D.; Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica: Journal of the Econometric Society, 47(2), 263-292.
Kahneman, D.; Knetsch, J. L.; Thaler, R. H. (1991). Anomalies: The endowment effect, loss aversion, and status quo bias. The Journal of Economic Perspectives, 5(1), 193-206.
Kahneman, D.; Riis, J. (2005). Living, and thinking about it: Two perspectives on life. In: Huppert, F. A., Bayles, N., & Keverne, B. (Eds.). The Science of Well-being, New York, Oxford Press, 285-304, Chapter 11.
Kettle, K. L.; Häubl, G. (2011). The signature effect: Signing influences consumption-related behavior by priming self-identity. Journal of Consumer Research, 38(3), 474-489.
Kernan, J. B. (1987). Chasing the Holy Grail: Reflections on "What is Consumer Research?". Journal of Consumer Research, 14, June, 133-135.
Kwon, J.; Nayakankuppam, D. (2015). Strength Without Elaboration: The Role of Implicit Self-Theories in Forming and Accessing Attitudes. Journal of Consumer Research, 33, June, 1-15.
Lasaleta, J. D.; Sedikides, C.; Vohs, K. D. (2014). Nostalgia weakens the desire for money. Journal of Consumer Research, 41(3), 713-729.
Leary, M. R.; Guadagno, J. (2011). The sociometer, self-esteem, and the regulation of interpersonal behavior. In: Vohs, K. D., & Baumeister, R. F. (Eds.). Handbook of self-regulation: Research, theory, and applications, New York, Guilford Press, 339-352, Chapter 18.
Lee, A. Y. (2002). Effects of implicit memory on memory-based versus stimulus-based brand choice. Journal of Marketing Research, 39(4), 440-454.
Lee, R.; Lockshin, L.; Greenacre, L. (2016) A Memory-Theory Perspective of Country-Image Formation. Journal of International Marketing, 24(2), 62-79.
Liberman, N.; Trope, Y.; Wakslak, C. (2007). Construal level theory and consumer behavior. Journal of Consumer Psychology, 17(2), 113-117.
Ma, J.; Roese, N. J. (2014). The maximizing mind-set. Journal of Consumer Research, 41(1), 71-92.
Macinnis, D.; Folkes, V. S. (2009). The Disciplinary Status of Consumer Behavior: A Sociology of Science Perspective on Key Controversies. Journal of Consumer Research, 36 (2), 899-914.
Malle, B. (2003). Attributions as behavior explanations: Toward a new theory. Unpublishied manuscript, University of Oregon, 1-26.
Mela, C.F.; Roos, J.; Deng, Yiting (2013). A Keyword History of Marketing Science, Marketing Science, 32(1), 8–18.
Mogilner, C.; Aaker, J. (2009). “The time vs. money effect”: Shifting product attitudes and decisions through personal connection. Journal of Consumer Research, 36(2), 277-291.
O'Donnell, E.; Brown, S. (2011). The effect of memory structure and function on consumers’ perception and recall of marketing messages: A review of the memory research in marketing. Academy of Marketing Studies Journal, 15(1), 71-85.
Park, L. E.; Young, A. F.; Eastwick, P. W. (2015). (Psychological) Distance Makes the Heart Grow Fonder: Effects of Psychological Distance and Relative Intelligence on Men’s Attraction to Women. Personality and Social Psychology Bulleti, 25 (August), 1-15.
Pham, M. T. (2007). Emotion and rationality: A critical review and interpretation of empirical evidence. Review of General Psychology, 11(2), 155-178.
Petty, R. E.; Unnava, R. H.; Strathman, A. J. (1991). Theories of attitude change. In: Robertson, T. S., & Kassarjian, H. H. (Eds.), Handbook of Consumer Behavior, Englewood Cliffs, NJ, Prentice-Hall, 241-280, Chapter 7.
Petty, R. E. (1994). Two routes to persuasion: State of the art. In: D’Ydewalle, G., Eelen, P., & Berteleson, P. (Eds.). International Perspectives on Psychological Science, Hillsdale, NJ, Erlbaum, 229-247, Chapter 11.
Saad, G.; Stenstrom, E. (2012). Calories, beauty, and ovulation: The effects of the menstrual cycle on food and appearance related consumption. Journal of Consumer Psychology, 22, 102–113.
Saad, G.; Gill, T. (2000). Applications of evolutionary psychology in marketing. Psychology and Marketing, 17(12), 1005-1034.
Shiv, B.; Carmon, Z.; Ariely, D. (2005). Placebo effects of marketing actions: Consumers may get what they pay for. Journal of Marketing Research, 42(4), 383-393.
Slovic, P.; Finucane, M. L.; Peters, E.; MacGregor, D. G. (2007). The affect heuristic. European Journal of Operational Research, 177(3), 1333-1352.
Stanovich, K. E.; West, R. F. (2003). Evolutionary versus instrumental goals: How evolutionary psychology misconceives human rationality. In: Over, D. E. (Ed.). Evolution and the psychology of thinking: The debate, Hove, England, Psychological Press, 171-230, Chapter 7.
Thaler, R. H. (1999). Mental accounting matters. Journal of Behavioral decision making, 12(3), 183-206.
Trope, Y.; Liberman, N.; Wakslak, C. (2007). Construal levels and psychological distance: Effects on representation, prediction, evaluation, and behavior. Journal of Consumer Psychology, 17(2), 83-95.
Trope, Y.; Liberman, N. (2010). Construal-level theory of psychological distance. Psychological Review, 117(2), 440-463.
Trudel, R.; Murray, K.B.; Cotte, J. (2012). Beyond expectations: The effect of regulatory focus on consumer satisfaction. International Journal of Research in Marketing, 29, 93–97.
Van Osselaer, S. M.; Alba, J. W. (2000). Consumer learning and brand equity. Journal of Consumer Research, 27(1), 1-16.
Vohs, K. D.; Faber, R. J. (2007). Spent resources: Self-regulatory resource availability affects impulse buying. Journal of Consumer Research, 33(4), 537-547.
Wan, E. W.; Xu, J.; Ding, Y. (2014). To be or not to be unique? The effect of social exclusion on consumer choice. Journal of Consumer Research, 40(6), 1109-1122.
Wang, Y.; Griskevicius, V. (2014). Conspicuous consumption, relationships, and rivals: Women's luxury products as signals to other women. Journal of Consumer Research, 40(5), 834-854.
Wang, X. S.; Bendle, N.; Mai, F.; Cotte, J. (2015). The Journal of Consumer Research at 40: A Historical Analysis. Journal of Consumer Research, 42, April, 5-18.
Weiner, B. (2000). Attributional thoughts about consumer behavior. Journal of Consumer Research, 27(3), 382-387.
Williams, P.; Fitzsimons, G. J.; Block, L. G. (2004). When consumers do not recognize “benign” intention questions as persuasion attempts. Journal of Consumer Research, 31(3), 540-550.
Williams, L. E.; Stein, R.; Galguera, L. (2014). The distinct affective consequences of psychological distance and construal level. Journal of Consumer Research, 40(6), 1123-1138.
Zauberman, G.; Ratner, R. K.; Kim, B. K. (2009). Memories as assets: Strategic memory protection in choice over time. Journal of Consumer Research, 35(5), 715-728.
7.3 Artigos complementares
Todos os artigos obrigatórios, assim como um conjunto de artigos complementares para cada um dos tópicos da disciplina, encontram-se disponibilizados, em meio digital, na pasta da disciplina EAD5808, no Dropbox.