Nesta quinta-feira teremos mais um seminário do Grupo de Pesquisa de Marketing e Consumo (https://www.ufrgs.br/gpmc).
Maria Alice Pasdiora, doutoranda do PPGA/UFRGS, apresentará seu artigo ” Do upgrades influence how much I like my possessions?”.
O seminário acontecerá quinta-feira, 10/09, das 14h às 15h, virtualmente, usando o Google Meet (meet.google.com/dnp-yhxs-mck).
Resumo do seminário: When consumers are exposed to upgrades, they change their decision process and how they perceive the status quo. Through five experiments, involving several product categories, we find that the exposure to upgrades accelerates the hedonic decline for the status quo. Complementarily, we provide moderation-based and mediation-based evidence for attention to the status quo driving this effect. Specifically, when consumers are exposed to upgrades, they pay less attention to the status quo. As a consequence, their hedonic decline accelerates. Further, we ruled out alternative accounts for the mechanism, such as perceived repetition and attention to the number of repetitions.
Tod@s são muito bem-vindos!
Contamos com a presença (virtual) de vocês!
