Discounting, Rebate, or no Promotion? A Behaviorist Assessment of Consumer Promotion Choice

Informações

Código: EMA247
Divisão: EMA - Encontro de Marketing da ANPAD
Tema de Interesse: Tema 02 - Pesquisas Experimentais em Comportamento do Consumidor

Autores

Marcos Inácio Severo de Almeida (Prog de Pós-Grad em Admin/Mestr Acad - PPGADM/UFG - Universidade Federal de Goiás) misevero@yahoo.com.br
Ricardo Limongi França Coelho (Prog de Pós-Grad em Admin/Mestr Acad - PPGADM/UFG - Universidade Federal de Goiás) ricardolimongi@gmail.com
Altair Camargo (Prog de Pós-Grad em Admin/Faculdade de Economia, Admin e Contab – PPGA/FEA/USP - Universidade de São Paulo) altaircamargo@gmail.com
Giovanna Sodré (Prog de Pós-Grad em Admin/Mestr Acad - PPGADM/UFG - Universidade Federal de Goiás) giovannassodre@gmail.com
Rafael Barreiros Porto (Prog de Pós-Grad em Admin – PPGA/UnB - Universidade de Brasília) rbarreirosporto@gmail.com

Resumo

Consumer behavior is dependant of the context and reinforcing stimuli can produce different responses in closed or open behavior settings. We present a behaviorist assessment of consumer response in laboratory and natural environments. Promotion choice was the behavior under analysis in two experiments where consumer setting, reinforcers (discounting or rebates) and schedule (purchase value) were manipulated. The study supports three hypotheses: promotion choice rates are significantly lower at natural environments and reinforcers rates are significantly diverse in different behavior settings and under several schedule and reinforcement presentation. Results are theoretically important for the behavior analysis of consumer choice because unveil the dynamics of consumer behavior in the marketplace. Research findings are particularly important to owners of small retailers involved with managerial uncertainty regarding promotions perceptions and performance in-store. These implications comply with the recent demands about more relevance in consumer behavior research.

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