D. Avanzi, Leandro Angotti Guissoni, Jonny Mateus Rodrigues, Rafael D'andréa
{"title":"认知偏差在超市销售激活中的使用及其对销售的影响","authors":"D. Avanzi, Leandro Angotti Guissoni, Jonny Mateus Rodrigues, Rafael D'andréa","doi":"10.1590/s0034-759020200403","DOIUrl":null,"url":null,"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.","PeriodicalId":46558,"journal":{"name":"Rae-Revista De Administracao De Empresas","volume":null,"pages":null},"PeriodicalIF":0.5000,"publicationDate":"2020-04-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"USO DE VIESES COGNITIVOS EM ATIVAÇÕES DE MERCHANDISING E O EFEITO NAS VENDAS NOS SUPERMERCADOS\",\"authors\":\"D. Avanzi, Leandro Angotti Guissoni, Jonny Mateus Rodrigues, Rafael D'andréa\",\"doi\":\"10.1590/s0034-759020200403\",\"DOIUrl\":null,\"url\":null,\"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.\",\"PeriodicalId\":46558,\"journal\":{\"name\":\"Rae-Revista De Administracao De Empresas\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":0.5000,\"publicationDate\":\"2020-04-17\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Rae-Revista De Administracao De Empresas\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1590/s0034-759020200403\",\"RegionNum\":4,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q4\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Rae-Revista De Administracao De Empresas","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1590/s0034-759020200403","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"BUSINESS","Score":null,"Total":0}
USO DE VIESES COGNITIVOS EM ATIVAÇÕES DE MERCHANDISING E O EFEITO NAS VENDAS NOS SUPERMERCADOS
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.