O efeito de enquadramento na escolha de pacotes alimentares
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Data
2020-02-28
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Universidade Federal de Goiás
Resumo
It has been increasingly common, by companies, to adopt management strategies that allow
the customization of products or services, leaving the paradigm of standard offers, thus
seeking, attending with greater precision according to the different uses used. This study
sought to analyze the effect of framing on the choice of food composition, as well as the
influence of instructions during the decision-making process. In order to observe the decision
maker's choice behavior, an experimental study was carried out applied to a sample of 359
cases in various experimental situations, an effect test or framing effect of the update and
downgrade, as well as an influence of the variables generic and specific use in the composition
of food packaging. Participants were given the task of choosing a composition from a food
package for seven days. During the simulation, participants were informed that they can
customize their food package through downgrades or upgrades, according to the scenario to
which the individual was inserted. Of six experimental groups, four of them were submitted to
specific and generic instructions, presented from a context that involved nutritional
information that emphasized or not the importance of being attentive to some variables such
as: price composition, quality certification, price among others. These instructions were made
available in one step before the start of the experimental simulation. The results confirm, in
the various experimental situations in which the variables were tested, the occurrence of the
framing effect, as well as the influence of specific and generic instructions during the process
of personalizing the food package. However, research in this field that seeks to evidence the
framing effect is still desirable, as well as the influence of the information present in the
instructions, in the food industry, seeking to test the occurrence of these variables in order to
collaborate in order to consolidate the theory from the accumulation of evidence.
Descrição
Palavras-chave
Comportamento de escolha, Efeito de enquadramento, Tomada de decisão, Choice behavior, Framing effect, Decision making
Citação
LUCAS, S. S. O efeito de enquadramento na escolha de pacotes alimentares. 2020. 195 f. Dissertação (Mestrado em Gestão Organizacional) - Universidade Federal de Goiás,Catalão, 2020.