Atitudes duplas no varejo, sua capacidade preditiva e interação com a empatia na mitigação de respostas negativas de consumidores dissociados

Flávio Santino Bizarrias, Marcelo Moll Brandão
DOI: https://doi.org/10.21529/RECADM.2018005

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Quando grupos sociais dissociativos se encontram em um ambiente de compras compartilhado, a formação de atitudes duplas ocorre de maneira divergente, levando a respostas antagônicas dos consumidores. Atitudes duplas são atitudes conscientes (explícitas e autodeclaradas) e inconscientes (implícitas) que desenvolvemos para um mesmo objeto de atitude. De maneira explícita as pessoas se mostram favoráveis aos grupos sociais que encontram, enquanto de maneira implícita consumidores se mostram desfavoráveis. Este estudo identifica a formação de atitudes duplas no âmbito do varejo, sua capacidade preditiva e a moderação de comportamentos pró-sociais, mitigando principalmente os efeitos negativos de atitudes e respostas desfavoráveis. Por meio de 3 experimentos foi observada a influência dos grupos sociais dissociativos na formação e a capacidade preditiva das atitudes duplas. Além disso, foi identificada a moderação da empatia, reduzindo-se as avaliações negativas, tanto em teste de laboratório quanto em um estudo empírico em um supermercado na cidade de São Paulo. Por fim, se discute as implicações teóricas para o estudo do comportamento do consumidor e as práticas para gestores de varejo.



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