O efeito de mensagens bilaterais: a moderação da autoconfiança e da percepção de risco
Carregando...
Arquivos
Citações na Scopus
Tipo de produção
Tese
Data
2016
Autores
Hanna, E. K.
Orientador
Huertas, Melby K. Z.
Periódico
Título da Revista
ISSN da Revista
Título de Volume
Citação
HANNA, E. K. O efeito de mensagens bilaterais: a moderação da autoconfiança e da percepção de risco. 2016. 74 f. Tese (Doutorado em Administração de Empresas) - Centro Universitário FEI, São Paulo, 2016. Disponível em: <https://doi.org/10.31414/ADM.2016.T.129403>. Acesso em: 25 jul. 2018.
Texto completo (DOI)
Palavras-chave
Comportamento do consumidor,Autoconfiança,Mensagens bilaterais,Percepção de risco
Resumo
As mensagens bilaterais proporcionam maior credibilidade e consequentemente melhoram a atitude sobre o respectivo anúncio e, geralmente, fazem aumentar a intenção de compra. Entretanto, já foram identificadas situações em que os efeitos das mensagens bilaterais com relação às unilaterais não aumentaram ou até mesmo diminuíram a intenção de compra, quando foi analisada a moderação de fatores como o gênero do indivíduo, seu nível de autoestima e a pressão do tempo a que ele foi submetido para decidir. Desta forma, o objetivo dessa pesquisa consiste em estudar outros possíveis moderadores (autoconfiança e percepção de risco) nos efeitos que as mensagens bilaterais causam no comportamento do consumidor. Optou-se pela autoconfiança, pois como ela pode ser manipulada ou induzida, os anunciantes podem fazer uso dessa manipulação ou indução para maximizar os efeitos positivos das mensagens bilaterais, aumentando a intenção de compra dos consumidores e optou-se pela percepção de risco, pois nas situações em que for alta, apesar da credibilidade proporcionada pelas mensagens bilaterais, a intenção de compra pode não apresentar diferenças significativas com relação às mensagens unilaterais, neutralizando-se assim o efeito positivo citado. Foram realizados dois experimentos, no primeiro o respondente foi submetido aleatoriamente a uma mensagem unilateral ou bilateral, mensurando-se o nível de autoconfiança e a intenção de compra, não se considerando o efeito da percepção de risco. No segundo, o respondente também foi submetido aleatoriamente a uma mensagem unilateral ou bilateral e foi manipulada a autoconfiança nos níveis alto e baixo, e mensurou-se a percepção de risco e a intenção de compra. Concluiu-se que nas situações de baixa percepção de risco, os indivíduos mais autoconfiantes, por fazerem uso do modelo compensatório do processo cognitivo de decisão, apresentam uma intenção de compra maior para as mensagens bilaterais do que para as unilaterais e os indivíduos menos autoconfiantes, por fazerem uso do modelo não compensatório do processo cognitivo de decisão, apresentam maior intenção de compra para as mensagens unilaterais. O aumento na percepção de risco faz diminuir a intenção de compra quando são apresentadas mensagens bilaterais aos indivíduos com alto nível de autoconfiança e quando são apresentadas mensagens unilaterais para indivíduos com baixo nível de autoconfiança. Nas situações de alta percepção de risco, não há diferenças significativas na intenção de compra entre mensagens unilaterais e bilaterais, independentemente do nível de autoconfiança do indivíduo.
Two sided messages provide more credibility than one sided one and consequently improve attitude and usually increase purchase intention. However, it has already been identified situations in which the effects of two sided messages regarding to one sided one not increased or even decreased purchase intention, when it was analyzed moderators as gender, level of self esteem and time pressure to which the individual was subjected in order to decide. Thus, the objective of this research is to study other possible moderators (self confidence and perceived risk) in effects that two sided messages cause in consumer behavior. It was chosen self confidence, because as it can be manipulated or induced, advertisers may make use of this manipulation or induction in order to maximize positive effects of two sided messages, increasing purchase intention of consumers, and it was chosen perceived risk because, in situations which it is high, despite the credibility provided by two sided messages, purchase intention may have no significant difference to one sided message, neutralizing the mentioned positive effect. Two experiments were conducted, in the first one, the respondent was submitted randomly to an one sided or two sided message, and it was measured the level of self confidence and purchase intention, not considering the effect of perceived risk. In the second one, the respondent was also submitted randomly to an one or two sided message and it was manipulated self confidence at the level high and low, and measured perceived risk and purchase intention. It was concluded that, in situations of low perceived risk, consumers with high level of self confidence, by making use of the compensatory model of decision cognitive process, have a higher purchase intention for two sided messages than for one sided one and consumers with low self confidence have a higher intention for one sided message, since they make use of the non compensatory model of decision cognitive process. Increasing perceived risk decreases purchase intention when two sided messages are presented to individuals with a high level of self confidence and when one sided messages are presented to individuals with low level of self confidence. In situations of high perceived risk, there are no significant differences in purchase intention between one sided and two sided messages, regardless the level of self confidence.
Two sided messages provide more credibility than one sided one and consequently improve attitude and usually increase purchase intention. However, it has already been identified situations in which the effects of two sided messages regarding to one sided one not increased or even decreased purchase intention, when it was analyzed moderators as gender, level of self esteem and time pressure to which the individual was subjected in order to decide. Thus, the objective of this research is to study other possible moderators (self confidence and perceived risk) in effects that two sided messages cause in consumer behavior. It was chosen self confidence, because as it can be manipulated or induced, advertisers may make use of this manipulation or induction in order to maximize positive effects of two sided messages, increasing purchase intention of consumers, and it was chosen perceived risk because, in situations which it is high, despite the credibility provided by two sided messages, purchase intention may have no significant difference to one sided message, neutralizing the mentioned positive effect. Two experiments were conducted, in the first one, the respondent was submitted randomly to an one sided or two sided message, and it was measured the level of self confidence and purchase intention, not considering the effect of perceived risk. In the second one, the respondent was also submitted randomly to an one or two sided message and it was manipulated self confidence at the level high and low, and measured perceived risk and purchase intention. It was concluded that, in situations of low perceived risk, consumers with high level of self confidence, by making use of the compensatory model of decision cognitive process, have a higher purchase intention for two sided messages than for one sided one and consumers with low self confidence have a higher intention for one sided message, since they make use of the non compensatory model of decision cognitive process. Increasing perceived risk decreases purchase intention when two sided messages are presented to individuals with a high level of self confidence and when one sided messages are presented to individuals with low level of self confidence. In situations of high perceived risk, there are no significant differences in purchase intention between one sided and two sided messages, regardless the level of self confidence.