O efeito da propaganda no comportamento de escolha de bebidas das crianças
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Data
2017-07-06
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Universidade Federal de Goiás
Resumo
The research in the area of study of consumer behavior is related to the multidisciplinarity of this
area, when you speak of food consumption, several studies seek to analyze the influence of
advertising on the food choice of people. Analysis has also been realized in order to check the
children’s preference as consumers of food and beverages. Within the behavioral perspective
studies have been carried out using the Foxall model of the BPM (Behavior Perspective Model)
seeking to understand consumer behavior by the threefold contingency from the analysis of its
elements: antecedent, response and consequent. This paper aims to evaluate the effects of
advertising exposure on the choice of children for beverages, as well as the effect of the number of
alternatives available during the choice through the use of the BPM model. An experiment was
carried out with 16 children of both sexes, aged between 10 and 12 years old, using a board game
and presenting drinks advertisements: juice, soda and a toy advertisement. The participants were
divided into four groups; for each group, one of the advertisements was presented before the
beginning of the game, when they had to make the choice between juice or soda during 20 trials in
each session, and two sessions were held. The results showed that the advertisements had no
influence on the participants' choices, because, regardless of the advertisement, the children
showed a preference for juice instead of the refrigerant. The number of alternative choices
presented in format for group four seems to have exerted influence on the choices during the trials.
Descrição
Palavras-chave
Comportamento do consumidor, Preferência de escolha, BPM (behavior perspective model), Escolha alimentar de crianças, Consumer behavior, Choice preference, BPM (behavior perspective model), Choose child feeding
Citação
SILVA, L. M. O efeito da propaganda no comportamento de escolha de bebidas das crianças. 2017. 60 f. Dissertação (Mestrado em Gestão Organizacional) - Universidade Federal de Goiás, Catalão, 2017.