Banca de DEFESA: Denise Santos de Oliveira

Uma banca de DEFESA de DOUTORADO foi cadastrada pelo programa.
STUDENT : Denise Santos de Oliveira
DATE: 19/07/2022
TIME: 08:00
LOCAL: PPGA
TITLE:

Willingness to Pay Premium Price: influence of magnitude and delay of informational and utilitarian reinforcements

KEY WORDS:

Willingness to pay a price premium. Consumer Choice. Consumer Surplus.

PAGES: 113
BIG AREA: Ciências Sociais Aplicadas
AREA: Administração
SUMMARY:

Identifying the factors that influence the consumer's willingness to pay a price premium is an interest of managers and researchers in the field of marketing. This identification makes it possible to increase consumer surplus and, consequently, company results. Studies investigated the impact of the consumer's demographic characteristics, attitudes and psychological processes on this disposition, disregarding the influence of situational variables, such as the reinforcements obtained by the consumer in past experiences. Operant Behavioral Psychology shows that these reinforcements influence subsequent choices, varying in their magnitude and the time they are made available to these consumers. Still, the consumption scenario can signal the magnitude and time in which the reinforcers would be available to the consumer. In this sense, this thesis aims to investigate the impact of the magnitude and delay of reinforcements signaled by the product category and the brand on the consumer's willingness to pay a price premium. The investigation is carried out from three linked experimental studies developed in different consumption scenarios based on the number of available options. Study 1 aimed to investigate the impact of the magnitude and delay of reinforcements signaled by the product category and the brand on the consumer's willingness to pay a price premium in a scenario lacking options for choice. The results obtained motivated the following studies, carried out in scenarios with available options. Study 2 investigated the impact of the magnitude of reinforcements signaled by product category and brand on willingness to pay a price premium, including five categories and three brands for participants to choose from. Study 3 investigated the impact of the magnitude and delay of reinforcements signaled by the brand on the willingness to pay a price premium in two purchase configurations: the first without presenting the average market price of the product category to the participant (repeating the systematic of Studies 1 and 2), and the second with this information being presented. As a whole, this thesis shows that consumers are more willing to pay prices premium for: (1) brands with a greater magnitude of reinforcements in any number of options offered, with a slightly greater willingness to pay in the condition without options; (2) brands with a lower magnitude of reinforcements, provided that the consumer has many options available and a reference to the average market price; and (3) product categories with a lesser magnitude of reinforcements in any number of options offered. Furthermore, (4) consumers are more willing to pay a price premium for the short delay of the reinforcements and (5) less willing to pay for brands with medium magnitude of reinforcements in scenarios with available options, mainly when the delays for receiving the goods are extended. The studies reveal conditions to leverage consumer willingness to pay a price premium for brands, providing greater consumer surplus and improved company performance measures.

BANKING MEMBERS:
Externo à Instituição - VALTER DA SILVA FAIA - UEM
Externo à Instituição - CRISTIANO COELHO - PUC-GO
Externo ao Programa - 404900 - JORGE MENDES DE OLIVEIRA CASTRO NETO
Presidente - 2472915 - RAFAEL BARREIROS PORTO