Patrícia Angelo De Castro Cotti
Doctorate – Figurative price promotion as a “nudge” and purchase inducer: ‘non rational’ aspects of consumer decision making
Advisor: Prof. Dr. Nuno Manoel Martins Dias Fouto
Comission: Profs. Drs. José Augusto Silveira Giesbrecht, Hugo Neri Munhoz and Renata Corrêa Nieto
Link pelo YouTube: https://youtu.be/w5jrG-rHqXc
The thesis focused on promotion with figurative price reduction and “non-rational” influence in the consumer decision-making process, as an inducer of purchase and a “nudge” behavior modifier. The literatures of rationality, decision making and behavioral economics were brought up together with the marketing literatures (specifically literatures abaout price promotion) and consumer behavior. The study aimed to verify the influence effect of the figurative promotion in the purchase or not purchase action. For data collection, the study uses a social media approach (Twitter), with a final consideration of 23,400 valid entries. The data were obtained programmatically using Python 3.9 language, Selenium browser emulation libraries and BeautifulSoup html data processing. The thesis consider the cut of “hygiene and beauty” products due to the recurrence of purchase involved. As a result, the existence of figurative promotion and its influence on decision making (call to action and nudge) is proven. The thesis also points to the existence of 11 types of behavior related to real and/or figurative promotions, considering influence on decision making, call to action, cultural/valuation aspects, reference price, behavior justification.
*Abstract provided by the author