Bem-estar manipulado: o papel mediador do bem-estar percebido na relação entre os estímulos de marketing e a tomada de decisão alimentar
Ano de defesa: | 2023 |
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Autor(a) principal: | |
Orientador(a): | |
Banca de defesa: | |
Tipo de documento: | Tese |
Tipo de acesso: | Acesso aberto |
Idioma: | por |
Instituição de defesa: |
Universidade Federal da Paraíba
Brasil Administração Programa de Pós-Graduação em Administração UFPB |
Programa de Pós-Graduação: |
Não Informado pela instituição
|
Departamento: |
Não Informado pela instituição
|
País: |
Não Informado pela instituição
|
Palavras-chave em Português: | |
Link de acesso: | https://repositorio.ufpb.br/jspui/handle/123456789/29807 |
Resumo: | Food decision making is considerably susceptible to heuristics and marketing stimuli. Consumers infer the overall health level of a food from limited front-of-package claims. At the same time, they infer less flavor in foods considered healthy. Furthermore, brand trust endorses the health appeal of a food and the price level works as a relative health value. Marketing strategies explore factors to influence food decisions, which have repercussions on consumers' well-being. One of the ways of understanding food-related well-being is perceived well-being, which is based on consumer expectations, especially of health and pleasure, and assumes a mediating role in food decisions because it is influenced by marketing stimuli and impacts on consumer responses. Grounded in the Stimulus-Organism-Response (S-O-R) theoretical framework, this thesis argued that marketing mix stimuli, specifically front-of- package claims, sales channel credibility, and price presentation framing, impact on consumer perceptions of health and pleasure and the perceived well-being of consumers, and perceived well-being assumes a mediating role on the effect of stimuli on the decision-making of these consumers. To support this argument, four studies (n = 507) with experimental designs mainly revealed that: 1) the presence (versus absence) of front-of-package claims influences the well-being received, but this influence is necessarily mediated by the perception of health; 2) the presence (versus absence) of front-of-package claims impacts the intention to purchase a food, and again, the sequential mechanism of health perception influencing perceived well- being was observed, generated in the increase of purchase intention; 3) the presence (versus absence) of front-of-package claims interact with the perceived credibility of a retailer brand, increasing the health perception of a product, but only when the retailer has low perceived credibility; and, finally, 4) price presentation framing with the presence (versus absence) of a reference product with increased premium price, mediated by perceived well-being, the intention to purchase the product, and also increased probability of choice according to the well-being goal. In general, the results showed that marketing stimuli can increase as an indication of consumers' health, even when there is no nutritional gain with the products, and consumers' perceived well-being can be envied in contexts whose marketing stimuli favor the these types of heuristics, reverberating in their food responses. The results of this thesis led to the field of food-related well-being, exploring two gaps related to the influence of health and pleasure indications on perceived well-being and the mediating role of perceived well-being in the S-O-R theoretical framework. Managerial and social implications for the retail environment and for products were suggested for the activities of marketing managers and public policy makers interested in the well-being of consumers. |
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Bem-estar manipulado: o papel mediador do bem-estar percebido na relação entre os estímulos de marketing e a tomada de decisão alimentarMarketing - EstímulosBem-estar alimentarBem-estar percebidoHeurísticas alimentaresAlimentação - Tomada de decisãoMarketing - StimuliFood wellbeingPerceived well-beingFood heuristicsFood - Decision makingCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOFood decision making is considerably susceptible to heuristics and marketing stimuli. Consumers infer the overall health level of a food from limited front-of-package claims. At the same time, they infer less flavor in foods considered healthy. Furthermore, brand trust endorses the health appeal of a food and the price level works as a relative health value. Marketing strategies explore factors to influence food decisions, which have repercussions on consumers' well-being. One of the ways of understanding food-related well-being is perceived well-being, which is based on consumer expectations, especially of health and pleasure, and assumes a mediating role in food decisions because it is influenced by marketing stimuli and impacts on consumer responses. Grounded in the Stimulus-Organism-Response (S-O-R) theoretical framework, this thesis argued that marketing mix stimuli, specifically front-of- package claims, sales channel credibility, and price presentation framing, impact on consumer perceptions of health and pleasure and the perceived well-being of consumers, and perceived well-being assumes a mediating role on the effect of stimuli on the decision-making of these consumers. To support this argument, four studies (n = 507) with experimental designs mainly revealed that: 1) the presence (versus absence) of front-of-package claims influences the well-being received, but this influence is necessarily mediated by the perception of health; 2) the presence (versus absence) of front-of-package claims impacts the intention to purchase a food, and again, the sequential mechanism of health perception influencing perceived well- being was observed, generated in the increase of purchase intention; 3) the presence (versus absence) of front-of-package claims interact with the perceived credibility of a retailer brand, increasing the health perception of a product, but only when the retailer has low perceived credibility; and, finally, 4) price presentation framing with the presence (versus absence) of a reference product with increased premium price, mediated by perceived well-being, the intention to purchase the product, and also increased probability of choice according to the well-being goal. In general, the results showed that marketing stimuli can increase as an indication of consumers' health, even when there is no nutritional gain with the products, and consumers' perceived well-being can be envied in contexts whose marketing stimuli favor the these types of heuristics, reverberating in their food responses. The results of this thesis led to the field of food-related well-being, exploring two gaps related to the influence of health and pleasure indications on perceived well-being and the mediating role of perceived well-being in the S-O-R theoretical framework. Managerial and social implications for the retail environment and for products were suggested for the activities of marketing managers and public policy makers interested in the well-being of consumers.NenhumaA tomada de decisão alimentar é consideravelmente suscetível a heurísticas e estímulos de marketing. Os consumidores inferem o nível global de saúde de um alimento a partir de alegações limitadas em rótulos frontais. Ao mesmo tempo, inferem menos sabor em alimentos considerados saudáveis. Além disso, a credibilidade das marcas endossa o apelo de saúde de um alimento e o nível de preço funciona como valor relativo de saudabilidade. Estratégias de marketing exploram esses fatores para influenciar as decisões alimentares, o que repercute no bem-estar dos consumidores. Uma das formas de compreender o bem-estar relacionado à alimentação é o bem-estar percebido, que é baseado nas avaliações do consumidor, sobretudo de saúde e prazer, e assume papel mediador nas decisões alimentares porque sofre influência dos estímulos de marketing e impacta nas respostas dos consumidores. Fundamentada na estrutura teórica de Estímulo-Organismo-Resposta (E-O-R), esta tese argumentou que os estímulos do mix de marketing, especificamente as alegações no rótulo frontal, a credibilidade do canal de vendas e o framing de apresentação de preço, têm impacto nas percepções de saúde e prazer e no bem-estar percebido dos consumidores, e o bem-estar percebido assume papel mediador sobre o efeito dos estímulos na tomada de decisão desses consumidores. Para suportar este argumento, quatro estudos (n = 507) com desenhos experimentais revelaram principalmente que: 1) a presença (versus ausência) de alegações no rótulo frontal influencia o bem-estar percebido, mas essa influência ocorre necessariamente mediada pela percepção de saúde; 2) a presença (versus ausência) de alegações no rótulo frontal impacta a intenção de comprar um alimento, e, novamente, o mecanismo sequencial de percepção de saúde influenciando o bem-estar percebido foi observado, resultando no aumento da intenção de compra; 3) a presença (versus ausência) de alegações no rótulo frontal interagem com a credibilidade percebida de um varejista, aumentando a percepção de saúde de um produto, mas apenas quando o varejista tem baixa credibilidade percebida; e, finalmente, 4) o framing de apresentação de preço com a presença (versus ausência) de um produto de referência com preço premium aumentou, mediado pelo bem-estar percebido, a intenção de compra do produto, e também ampliou a probabilidade de escolha em função do objetivo de bem-estar. De maneira geral, os resultados evidenciaram que os estímulos de marketing podem aumentar as percepções de saúde dos consumidores, mesmo quando não há ganho nutricional com os produtos, e o bem-estar percebido dos consumidores pode ser enviesado em contextos cujos estímulos de marketing favoreçam a esses tipos de heurísticas, repercutindo em suas respostas alimentares. Os resultados desta tese contribuem para o campo de bem-estar relacionado à alimentação explorando duas lacunas relacionadas à influência das percepções de saúde e prazer no bem-estar percebido e sobre o papel mediador do bem-estar percebido na estrutura teórica E-O-R. Implicações gerenciais e sociais direcionadas para o ambiente de varejo e para os produtos foram sugeridas para as atividades de gerentes de marketing e de formuladores de políticas públicas interessados no bem-estar dos consumidores.Universidade Federal da ParaíbaBrasilAdministraçãoPrograma de Pós-Graduação em AdministraçãoUFPBPereira, Rita de Cássia de Fariahttp://lattes.cnpq.br/0210649927174422Barros, José Eduardo de Melo2024-03-08T13:14:02Z2023-08-102024-03-08T13:14:02Z2023-06-12info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/doctoralThesishttps://repositorio.ufpb.br/jspui/handle/123456789/29807porAttribution-NoDerivs 3.0 Brazilhttp://creativecommons.org/licenses/by-nd/3.0/br/info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da UFPBinstname:Universidade Federal da Paraíba (UFPB)instacron:UFPB2024-03-09T06:07:12Zoai:repositorio.ufpb.br:123456789/29807Biblioteca Digital de Teses e Dissertaçõeshttps://repositorio.ufpb.br/PUBhttp://tede.biblioteca.ufpb.br:8080/oai/requestdiretoria@ufpb.br|| diretoria@ufpb.bropendoar:2024-03-09T06:07:12Biblioteca Digital de Teses e Dissertações da UFPB - Universidade Federal da Paraíba (UFPB)false |
dc.title.none.fl_str_mv |
Bem-estar manipulado: o papel mediador do bem-estar percebido na relação entre os estímulos de marketing e a tomada de decisão alimentar |
title |
Bem-estar manipulado: o papel mediador do bem-estar percebido na relação entre os estímulos de marketing e a tomada de decisão alimentar |
spellingShingle |
Bem-estar manipulado: o papel mediador do bem-estar percebido na relação entre os estímulos de marketing e a tomada de decisão alimentar Barros, José Eduardo de Melo Marketing - Estímulos Bem-estar alimentar Bem-estar percebido Heurísticas alimentares Alimentação - Tomada de decisão Marketing - Stimuli Food wellbeing Perceived well-being Food heuristics Food - Decision making CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
title_short |
Bem-estar manipulado: o papel mediador do bem-estar percebido na relação entre os estímulos de marketing e a tomada de decisão alimentar |
title_full |
Bem-estar manipulado: o papel mediador do bem-estar percebido na relação entre os estímulos de marketing e a tomada de decisão alimentar |
title_fullStr |
Bem-estar manipulado: o papel mediador do bem-estar percebido na relação entre os estímulos de marketing e a tomada de decisão alimentar |
title_full_unstemmed |
Bem-estar manipulado: o papel mediador do bem-estar percebido na relação entre os estímulos de marketing e a tomada de decisão alimentar |
title_sort |
Bem-estar manipulado: o papel mediador do bem-estar percebido na relação entre os estímulos de marketing e a tomada de decisão alimentar |
author |
Barros, José Eduardo de Melo |
author_facet |
Barros, José Eduardo de Melo |
author_role |
author |
dc.contributor.none.fl_str_mv |
Pereira, Rita de Cássia de Faria http://lattes.cnpq.br/0210649927174422 |
dc.contributor.author.fl_str_mv |
Barros, José Eduardo de Melo |
dc.subject.por.fl_str_mv |
Marketing - Estímulos Bem-estar alimentar Bem-estar percebido Heurísticas alimentares Alimentação - Tomada de decisão Marketing - Stimuli Food wellbeing Perceived well-being Food heuristics Food - Decision making CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
topic |
Marketing - Estímulos Bem-estar alimentar Bem-estar percebido Heurísticas alimentares Alimentação - Tomada de decisão Marketing - Stimuli Food wellbeing Perceived well-being Food heuristics Food - Decision making CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
Food decision making is considerably susceptible to heuristics and marketing stimuli. Consumers infer the overall health level of a food from limited front-of-package claims. At the same time, they infer less flavor in foods considered healthy. Furthermore, brand trust endorses the health appeal of a food and the price level works as a relative health value. Marketing strategies explore factors to influence food decisions, which have repercussions on consumers' well-being. One of the ways of understanding food-related well-being is perceived well-being, which is based on consumer expectations, especially of health and pleasure, and assumes a mediating role in food decisions because it is influenced by marketing stimuli and impacts on consumer responses. Grounded in the Stimulus-Organism-Response (S-O-R) theoretical framework, this thesis argued that marketing mix stimuli, specifically front-of- package claims, sales channel credibility, and price presentation framing, impact on consumer perceptions of health and pleasure and the perceived well-being of consumers, and perceived well-being assumes a mediating role on the effect of stimuli on the decision-making of these consumers. To support this argument, four studies (n = 507) with experimental designs mainly revealed that: 1) the presence (versus absence) of front-of-package claims influences the well-being received, but this influence is necessarily mediated by the perception of health; 2) the presence (versus absence) of front-of-package claims impacts the intention to purchase a food, and again, the sequential mechanism of health perception influencing perceived well- being was observed, generated in the increase of purchase intention; 3) the presence (versus absence) of front-of-package claims interact with the perceived credibility of a retailer brand, increasing the health perception of a product, but only when the retailer has low perceived credibility; and, finally, 4) price presentation framing with the presence (versus absence) of a reference product with increased premium price, mediated by perceived well-being, the intention to purchase the product, and also increased probability of choice according to the well-being goal. In general, the results showed that marketing stimuli can increase as an indication of consumers' health, even when there is no nutritional gain with the products, and consumers' perceived well-being can be envied in contexts whose marketing stimuli favor the these types of heuristics, reverberating in their food responses. The results of this thesis led to the field of food-related well-being, exploring two gaps related to the influence of health and pleasure indications on perceived well-being and the mediating role of perceived well-being in the S-O-R theoretical framework. Managerial and social implications for the retail environment and for products were suggested for the activities of marketing managers and public policy makers interested in the well-being of consumers. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-08-10 2023-06-12 2024-03-08T13:14:02Z 2024-03-08T13:14:02Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/doctoralThesis |
format |
doctoralThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://repositorio.ufpb.br/jspui/handle/123456789/29807 |
url |
https://repositorio.ufpb.br/jspui/handle/123456789/29807 |
dc.language.iso.fl_str_mv |
por |
language |
por |
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Attribution-NoDerivs 3.0 Brazil http://creativecommons.org/licenses/by-nd/3.0/br/ info:eu-repo/semantics/openAccess |
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Attribution-NoDerivs 3.0 Brazil http://creativecommons.org/licenses/by-nd/3.0/br/ |
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openAccess |
dc.publisher.none.fl_str_mv |
Universidade Federal da Paraíba Brasil Administração Programa de Pós-Graduação em Administração UFPB |
publisher.none.fl_str_mv |
Universidade Federal da Paraíba Brasil Administração Programa de Pós-Graduação em Administração UFPB |
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reponame:Biblioteca Digital de Teses e Dissertações da UFPB instname:Universidade Federal da Paraíba (UFPB) instacron:UFPB |
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Universidade Federal da Paraíba (UFPB) |
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UFPB |
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UFPB |
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Biblioteca Digital de Teses e Dissertações da UFPB |
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Biblioteca Digital de Teses e Dissertações da UFPB |
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Biblioteca Digital de Teses e Dissertações da UFPB - Universidade Federal da Paraíba (UFPB) |
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diretoria@ufpb.br|| diretoria@ufpb.br |
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