USO DE VIESES COGNITIVOS EM ATIVAÇÕES DE MERCHANDISING E O EFEITO NAS VENDAS NOS SUPERMERCADOS

IF 0.5 4区 管理学 Q4 BUSINESS Rae-Revista De Administracao De Empresas Pub Date : 2020-04-17 DOI:10.1590/s0034-759020200403
D. Avanzi, Leandro Angotti Guissoni, Jonny Mateus Rodrigues, Rafael D'andréa
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Abstract

Competition among different brands in supermarkets motivates consumer goods companies to develop and implement and activate merchandising materials at the point of sales (POS). These merchandising materials attempt to influence shoppers and promote sales. On the other hand, behavioral economics studies the decision-making of individuals based on their preferences and beliefs, influenced by cognitivebias. This study attempts to understand the effect of loss aversion and mental accounting in POS materials on supermarket sales. We conduct two experiments with a consumer brand in a supermarket chain. The results reveal a positive and significant effect on sales only for the cognitive bias of loss aversion, applied to the POS materials.
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认知偏差在超市销售激活中的使用及其对销售的影响
超市中不同品牌之间的竞争促使消费品公司在销售点(POS)开发、实施和激活营销材料。这些推销材料试图影响购物者并促进销售。另一方面,行为经济学研究个体在认知偏差的影响下,基于个人的偏好和信念进行决策。本研究试图了解POS资料中的损失厌恶和心理会计对超市销售的影响。我们在一家连锁超市用一个消费品牌做了两个实验。结果显示,仅损失厌恶认知偏差对销售点材料的销售有显著的正向影响。
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来源期刊
CiteScore
1.30
自引率
12.50%
发文量
78
审稿时长
32 weeks
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