Influência do crédito e do efeito framing nos preços de referência

Resumo

Several studies performed abroad and some brazilian ones indicate that customers have a reference price in mind when evaluating the price of one particular good, which can be whether internal, external or both. Besides, it can be noticed the way that the situations are presented (framing effect) have influence in the decision making process. These phenomena have been explained by behavioral studies as well as with psychologic constructs. The objective of this study is to explore the effect of the credit and the framing effect in the reference price. The motivation of this study is the great volume of credit that has been offered in the brazilian market. The majority of the people who answered the research (41%) belongs the C class that represents the largest portion of income in the national scenario and corrensponds to about 103 million of people (information of August/2010) and tends to grow to up to 56% of the population (113 million up 2010). The method of research used was experimental with manipulation thru instruction. It could be confirmed the hypothesis that the reference price can suffer a variation where the sensation of loss is reduced or transferred to the long term or simply cancelled by the immediate satisfaction of ownership of the good. It could not be confirmed the hypothesis that the credit can influence the reference price. However, the theme could be explored and offer a basis for future researches about the subject.

Ficha do documento

Tipo

Dissertação

Ano

2010

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Não informado

Identificador

oai:repositorio.fgv.br:10438/11260

Palavras-chave

Preço de referênciaEfeitos framingContabilidade mentalAnalfabetismo financeiroCréditoReference priceFraming effectMental accountingFinancial illiteracyCreditAdministração de empresasPreçosCréditosComportamento do consumidorProcesso decisório