{"id":39412,"date":"2018-11-01T16:48:17","date_gmt":"2018-11-01T19:48:17","guid":{"rendered":"https:\/\/www.ufrgs.br\/escoladeadministracao\/?p=39412"},"modified":"2018-11-05T11:35:38","modified_gmt":"2018-11-05T13:35:38","slug":"profa-cristiane-pizzutti-e-mestre-em-marketing-pela-ea-tem-artigo-premiado-no-clav-2018","status":"publish","type":"post","link":"https:\/\/www.ufrgs.br\/escoladeadministracao\/2018\/11\/01\/profa-cristiane-pizzutti-e-mestre-em-marketing-pela-ea-tem-artigo-premiado-no-clav-2018\/","title":{"rendered":"Prof\u00aa Cristiane Pizzutti e mestre em Marketing pela EA t\u00eam artigo premiado no CLAV 2018"},"content":{"rendered":"

A professora Cristiane Pizzutti e a ex-aluna da EA Maura Ferreira, mestre em Marketing pelo PPGA, receberam o pr\u00eamio de “Melhor artigo cient\u00edfico” apresentado no 11\u00ba Congresso Latino-Americano de Varejo (CLAV)<\/a>: Engaging and Interactive Shopper Experience<\/em>, realizado nos dias 25 e 26 de outubro, na FGV EASP, em S\u00e3o Paulo. O evento \u00e9 promovido pela FGV – EAESP.<\/p>\n

O artigo “Knowledgeable consumers are lije “stalkers”: the effect of consumers’ previous knowledge on the amount of information sought in post-decision timespan<\/em>” \u00e9 baseado na disserta\u00e7\u00e3o de Mestrado de Maura, que hoje \u00e9 doutorando na FGV-SP, e trata de um tema ainda pouco explorado por acad\u00eamicos e profissionais: a busca de informa\u00e7\u00e3o p\u00f3s compra.<\/p>\n

“Hoje em dia, um volume grande de informa\u00e7\u00e3o sobre produtos e servi\u00e7os est\u00e1 dispon\u00edvel para consumidores, tanto antes quanto depois da compra. O que se sabe at\u00e9 o momento \u00e9 que a busca p\u00f3s compra ajuda o consumidor a reafirmar suas decis\u00f5es e reduzir sentimentos de arrependimento ou insatisfa\u00e7\u00e3o”, explica a professora Cristiane Pizzutti. “Atrav\u00e9s dos resultados de dois estudos emp\u00edricos (um experimental e um correlacional), demonstramos que essa vis\u00e3o \u00e9 incompleta. Nossos resultados mostram que quanto maior o conhecimento pr\u00e9vio sobre determinado produto ou servi\u00e7o, maior a busca de informa\u00e7\u00e3o sobre ele na etapa p\u00f3s compra, seja em termos de busca em lojas online, quanto conversa com amigos e leitura de coment\u00e1rios online. Esse efeito \u00e9 ainda maior quando o consumidor tem tend\u00eancia \u00e0 maximiza\u00e7\u00e3o (isso \u00e9, busca pela melhor op\u00e7\u00e3o poss\u00edvel)”.<\/p>\n

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Maura Ferreira, mestre em Marketing pelo PPGA, recebe o pr\u00eamio de melhor artigo cient\u00edfico, representando tamb\u00e9m a professora Cristiane Pizzutti | Foto: Divulga\u00e7\u00e3o\/FGV<\/p><\/div>\n

O artigo ainda n\u00e3o est\u00e1 dispon\u00edvel para acesso online, mas ser\u00e1 divulgado nesta not\u00edcia quando for publicado. Abaixo, o abstract<\/em> do trabalho:<\/p>\n

Knowledgeable consumers are like \u201cstalkers\u201d: the effect of consumers\u2019 previous knowledge on the amount of information sought in post-decision timespan<\/strong><\/p>\n

Nowadays, consumers have more previous knowledge about products\/services before making decisions. As they can easily access the internet, they often engage in showrooming or webrooming, which increase their knowledge. This might be a source of concerns because both, researchers and retailers, do not know all the effects of consumers\u2019 previous knowledge on consumers\u2019 behaviors. In this paper, we shed lights on one of these effects: the effect of consumers\u2019 previous knowledge before making decisions on the amount of information sought information in post-decision\/purchase timespan. The information sought in this phase helps consumers to reaffirm their decisions, diminish back-out behaviors, and increase repurchase intentions. Previous literature argues that this sought occurs because of cognitive dissonance and feelings of regret or dissatisfaction (Shani & Zeelenberg, 2007). We present two studies (experimental and correlational studies) to show that this view is incomplete. Our findings suggest that consumers who have previous knowledge about a specific product will search great amounts of information about this product in post-decision\/purchase phase. Besides, this main-effect is stronger (weaker) for consumers with high (low) maximizing tendencies. Finally, we show the main approaches used by consumers when they look up information in the last phase of their journey and an exploratory investigation which resulted in some insights about consumers\u2019 main motivations to still search information during the post-purchase phase. Our research show that consumers with considerable previous knowledge are like stalkers because they still search information about the purchased product: they browse online stores, talk to friends\/relatives, read reviews.
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