A Influência do Constrangimento do Consumidor no Processo de Compra
Embarrassment is an emotion that emerges during various purchase and consumption situations. There is a lack of studies comprehensively addressing how consumers behave when they are embarrassed. Therefore, the aim of this paper is to map how consumers behave during purchase process situations that...
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Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)
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doaj-e055dd9d1e2a49c586fe974c26cf4c572020-11-24T20:40:44ZengAssociação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)RAC: Revista de Administração Contemporânea1415-65551982-78492015-08-01195626648http://dx.doi.org/10.1590/1982-7849rac20151944A Influência do Constrangimento do Consumidor no Processo de CompraGiuliana Isabella0Lucia Salmonson Guimarães Barros1José Afonso Mazzon2Universidade de São Paulo – USP/FEAFundação Getulio Vargas – FGV/EBAPEUniversidade de São Paulo – USP/FEAEmbarrassment is an emotion that emerges during various purchase and consumption situations. There is a lack of studies comprehensively addressing how consumers behave when they are embarrassed. Therefore, the aim of this paper is to map how consumers behave during purchase process situations that cause embarrassment. To do so, drugstores were selected since they are places where a number of products that can cause embarrassment, such as condoms, pregnancy tests, and day-after pills, can be purchased. In-depth interviews with 30 drugstore sales representatives and 26 consumers were conducted using an empiric investigation strategy. Content analysis resulted in the creation of a conceptual framework and some theoretical propositions. According to the framework, consumers, when feeling embarrassed, decide whether to abandon the purchase (by giving up or asking someone else to make the purchase) or if they face the situation, remain confident, and develop strategies to deal with the situation and finish it as soon as possible. The framework details consumers’ actions.http://www.anpad.org.br/periodicos/arq_pdf/a_1632.pdfconsumer behavior; embarrassment; emotion; purchase process; retail. |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Giuliana Isabella Lucia Salmonson Guimarães Barros José Afonso Mazzon |
spellingShingle |
Giuliana Isabella Lucia Salmonson Guimarães Barros José Afonso Mazzon A Influência do Constrangimento do Consumidor no Processo de Compra RAC: Revista de Administração Contemporânea consumer behavior; embarrassment; emotion; purchase process; retail. |
author_facet |
Giuliana Isabella Lucia Salmonson Guimarães Barros José Afonso Mazzon |
author_sort |
Giuliana Isabella |
title |
A Influência do Constrangimento do Consumidor no Processo de Compra |
title_short |
A Influência do Constrangimento do Consumidor no Processo de Compra |
title_full |
A Influência do Constrangimento do Consumidor no Processo de Compra |
title_fullStr |
A Influência do Constrangimento do Consumidor no Processo de Compra |
title_full_unstemmed |
A Influência do Constrangimento do Consumidor no Processo de Compra |
title_sort |
influência do constrangimento do consumidor no processo de compra |
publisher |
Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) |
series |
RAC: Revista de Administração Contemporânea |
issn |
1415-6555 1982-7849 |
publishDate |
2015-08-01 |
description |
Embarrassment is an emotion that emerges during various purchase and consumption situations. There is a lack of
studies comprehensively addressing how consumers behave when they are embarrassed. Therefore, the aim of this
paper is to map how consumers behave during purchase process situations that cause embarrassment. To do so,
drugstores were selected since they are places where a number of products that can cause embarrassment, such as
condoms, pregnancy tests, and day-after pills, can be purchased. In-depth interviews with 30 drugstore sales
representatives and 26 consumers were conducted using an empiric investigation strategy. Content analysis
resulted in the creation of a conceptual framework and some theoretical propositions. According to the framework,
consumers, when feeling embarrassed, decide whether to abandon the purchase (by giving up or asking someone
else to make the purchase) or if they face the situation, remain confident, and develop strategies to deal with the
situation and finish it as soon as possible. The framework details consumers’ actions. |
topic |
consumer behavior; embarrassment; emotion; purchase process; retail. |
url |
http://www.anpad.org.br/periodicos/arq_pdf/a_1632.pdf |
work_keys_str_mv |
AT giulianaisabella ainfluenciadoconstrangimentodoconsumidornoprocessodecompra AT luciasalmonsonguimaraesbarros ainfluenciadoconstrangimentodoconsumidornoprocessodecompra AT joseafonsomazzon ainfluenciadoconstrangimentodoconsumidornoprocessodecompra AT giulianaisabella influenciadoconstrangimentodoconsumidornoprocessodecompra AT luciasalmonsonguimaraesbarros influenciadoconstrangimentodoconsumidornoprocessodecompra AT joseafonsomazzon influenciadoconstrangimentodoconsumidornoprocessodecompra |
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