Jose Mauro C. Hernandez

University of São Paulo | USP · Marketing

Purpose This study aims to examine differences in regret between individuals with high vs low self-esteem that follows from negative appraisals for unsuccessful consumer decisions that are either congruent or not with perceived norms. This study also tested the mediating role of decision responsibility and the ability of psychological repair work i...

Regret is an important emotion in the context of decision making and has many implications for the behavior of consumers. Although regret may be an inevitable outcome, it is possible to cope with it through various regulation strategies. This research investigates one of those strategies, namely, decrease the goal level strategy (DGL), in which one...

Purpose The purpose of this paper is to investigate whether frontline employee empowerment (FEE) is necessary in the presence of streamlined recovery processes when customers attribute responsibility for the recovery process to the service provider. Design/methodology/approach The hypotheses were tested through a survey conducted with 253 bank cus...

O comportamento do professor é ainda um tema incipiente com poucos estudos quantitativos. As escolhas de tecnologias, metodologias e práticas de ensino do professor afetam tanto os docentes quanto a aprendizagem dos discentes, tornando um tema de interesse crescente de pesquisas em diversas áreas da educação. O objetivo desta pesquisa é analisar co...

According to existing research, ad persuasiveness decreases as advertising skepticism (i.e., the tendency to disbelieve advertising claims) increases. What remains unclear, however, is whether or not this effect extends to brand extension appeals. We suggest that the effect may vary according to brand extension similarity. Three studies test this a...

Purpose The purpose of this study is to investigate the influence of transformational and instrumental leadership on the individual performance of the employee and the financial performance in Brazilian startups. Design/methodology/approach The adopted methodological construction strategy was structural equation modeling, with the purpose of apply...

This study examines the joint effects of brand-cause congruence, brand attachment, and attitude toward a cause of corporate social responsibility (CSR) on consumers’ intention to adhere to causes sponsored by a brand. The results of two experiments indicate that when consumers’ attitude toward such causes is less positive and brand attachment is lo...

The placebo effect is the observed result in an individual or group of individuals, after a treatment in which a placebo was used. The results, from two experiments, indicate that in a state of placebo effect, with high motivation and high expectations, the responses (subjective and objective) were improved when a recognized brand was evaluated. We...

A number of academic studies have investigated the "country-of-origin effect", i.e., the influence of a product’s country of origin on the attitudes of consumers. It is known that countries with a higher level of socioeconomic development generate more favorable attitudes towards their goods, and that this influence is moderated by the degree of co...

When should marketers emphasize attributes or benefits in their communications? Grounded in construal-level theory, the results of four studies suggest that when a purchase is planned for the distant future or when construal levels are high, benefit-based appeals are more persuasive than attribute-based appeals. By contrast, when a purchase is plan...

Online peer-to-peer problem solving (P3) communities provide a cost-effective and reliable means of delivering education and service support to customers of complex, frequently evolving products. Through a multi-disciplinary conceptual framework, we examine the roles of diversity perceptions and expressive freedom in affecting learning and social i...

This research investigates the country of distribution effect on the change of attitudes towards a brand. Country of distribution is defined as the results (positive or negative) obtained by a brand when it communicates to be distributed in a foreigner locale. The results of three experiments demonstrate that the country of distribution effect is h...

Considering the growing number of scientific studies published in the marketing field and the development of unique theories of the area (Hunt, 2010), using experimental designs seems increasingly appropriate to investigate marketing phenomena. This article aims to discuss the main elements in conducting experimental studies and also to stimulate r...

Considering the growing number of scientific studies published in the marketing field and the development of unique theories of the area (Hunt, 2010), using experimental designs seems increasingly appropriate to investigate marketing phenomena. This article aims to discuss the main elements in conducting experimental studies and also to stimulate r...

Omission neglect is characterized by a lack of sensitivity to missing or unknown information. Prior research has shown that people often cannot identify an absence of important information, so that strong beliefs are formed based on little consistent empirical evidence. Most previous studies have examined the omission neglect phenomenon using only...

This article focuses conscious consumption by analysis of psychographic variables of consumer behavior: altruism, liberalism, environmental concern and ECCB, besides tracing this profile through social-demographic variables: sex, age, income and education, offering, this way, important bases for green marketing actions. The study was operated as an...

This article focuses on conscious consumption through an analysis of variables consumer behavior psychographic: altruism, liberalism, concern environmental and ECCB, and try to trace the profile by means of socio-demographic variables: gender, age, income and education, offering thus important information for actions in the field of green marketing...

The original marketing placebo effect study shows that high price increases consumers’ expectations and enhances behavioral performance (Shiv et al., 2005). We find that several nonprice variables (set size, scarcity, packaging, and taste) conceptually replicate this effect. Consumers hold naïve theories about the possible influence of many marketi...

Omission negligence is characterized by the lack of sensibility regarding unmentioned or unknown information. This phenomenon is very recurring, since it is not rare that a consumer has to make a decision supported by a judgment formulated from incomplete information. Prior research indicated that people often cannot identify the absence of importa...

This study analyzes the volume of Brazilian scientific production in Marketing published in the period 2000-2009 in BAR, RAC, RAE, RAM, RAUSP and Read periodicals and in the proceedings of EnANPAD and the (EMA). When the results were compared with those obtained by Vieira (2003) in the past decade, there was found to be an increase of 368% in the n...

This article focuses on conscious consumption through an analysis of variables consumer behavior psychographic: altruism, liberalism, concern environmental and ECCB, and try to trace the profile by means of socio-demographic variables: gender, age, income and education, offering thus important information for actions in the field of green marketing...

Induced by the recent debate regarding the influence that the store environment can have on consumers and by the massive amount of resources that retailers have spent in order to create satisfied consumers, this study proposes a new model in which the relationship between store environment variables (physical environment, organization, assortment,...

The literature on the evaluation of characters in advertising shows that the identification of social groups with ethnics varies according to the investigated object. With the aim of contributing to this field a survey was carried out with 4200 university students, in order to identify their reactions to a watch advertisement. The analysis consider...

The main objective of this study is to assess the effect of parent brand perceived quality and perceived similarity on the evaluation of corporate service brand extensions. It is also the intention of this study to verify whether providing information cues about the characteristics of the extension contributes to the brand extension evaluation. The...

RESUMO O objetivo deste artigo é propor e testar um esquema teórico que explique a freqüência e a variedade de compras realizadas pela Internet de indivíduos que já utilizam este canal para tal fim. Este esquema propõe que a freqüência e a variedade de compras podem ser parcialmente explicadas pela experiência na utilização da Internet, pelo conhec...

Purpose – This paper's objective is to propose an integrated framework to investigate the adoption intention of mobile banking technology and to test it in the Brazilian context. Design/methodology/approach – A total of 666 respondents from the most economically developed cities in Brazil were surveyed. The sample comprised 333 mobile banking user...

This study proposes and validates a trust measurement model for buyer-seller relationships. Baptized as development-based trust, the model encompasses three dimensions of trust: calculus-based, knowledge-based and identification-based. In addition to recognizing that trust is a multidimensional construct, the model also assumes that trust can evolv...

There is no doubt about the importance of service quality as a factor of businesses' success, but to measure this quality has proved to be a challenge when one considers different environmental contexts. Given this, the main goal of this paper was to test two measurement scales of perceived set-vice quality. The comparison between Service Quality s...

Não há dúvida sobre a importância da qualidade de serviços como fator de sucesso empresarial, masmensurar essa qualidade tem se mostrado um desafio quando se consideram diferentes contextos. Diantedisso, o objetivo deste estudo foi testar duas escalas de mensuração da qualidade percebida de serviços.A comparação entre a escala Service Quality (Serv...

This study compares, in three distinct studies, the hedonic value of purchases made at different retail merchants. In the first study it is compared the hedonic shopping value of purchases made at e-stores and brick-and-mortar merchants; the second compares large and small malls, and the third compares specialty stores and superstores. In general,...

Este estudo compara, por meio de três pesquisas distintas, o valor hedônico decompras feitas em diferentes tipos de varejistas. Na primeira pesquisa, comparouseo valor hedônico de compras feitas em lojas eletrônicas e lojas tradicionais; nasegunda, foram comparados os valores hedônicos de compras feitas em shoppingcenters de diferentes tamanhos; e...

Este estudo investiga os fatores determinantes da adoção de Internet Banking entre não usuários brasileiros. Para tanto propõe-se um modelo que reúne os constructos dos modelos mais conhecidos de adoção de novas tecnologias da literatura de marketing. O modelo foi testado com amostra de 292 pessoas e os resultados revelam que os efeitos de oito var...

Scales and analytical methods Abstract This study compares the use of three types of scaling methods (semantic differential, rank-order, and constant sum) and three types of data analysis methods (simple attribution of satisfaction, gap analysis, importance- satisfaction model, and multiplicative approach) for the measurement of services and produc...

Este trabalho tem como escopo a avaliação da aplicação do modelo de aceitação de tecnologia (Technology Acceptance Model - TAM) adaptado para usuários de caixas-automáticos (automated teller machines - ATM). O modelo TAM, desenvolvido por Davis (1989) e adaptado por Gefen (2003), tomou como base a consagrada Teoria da Ação Racionalizada (Theory of...

Purpose – This study proposes a new method to investigate adoption of new technologies and tests this method by looking into the determinants of internet banking adoption in Brazil. Design/methodology/approach – A total of 600 respondents living in one of the biggest cities in Brazil were sampled for interviewing: 300 were internet bank users, 150...

O propósito deste trabalho é compreender o comportamento dos consumidores de música, segundo o modelo de Cadeias Meios-fim, operacionalizado pela Técnica Padrão de Associação (APT). Optou-se por um estilo de música popular relacionado aos consumidores jovens, o new metal. A coleta de dados foi desenvolvida em Curitiba, com consulta aos consumidores...

With the number and variety of shopping centers in Brazil increasing, there is greater pressure on the practitioners of marketing to better understand how consumers choose shopping centers both as shopping and leisure areas. This study suggests that the technique of the repertory grid (RGT) is superior to other techniques which are generally used t...

This study replicates previous studies focusing on consumer information search benefits and introduces the Internet as a source of information to investigate whether its users obtained more benefits in the purchase of new automobile than non-users. The results, besides allowing the identification of a large set of search determinants, also permitte...

When implementing changes and innovations, organizations often have to deal with resistance to change. Maybe because few subjects pertaining to organizational transformation are so broadly and consistently covered in the popular literature, we may have been induced to believe we must know all about it. If we know so much, why resistance is still a...

Professor do Programa de Pós-Graduação em Administração – UNINOVE Doutor em Administração – EAESP/FGV [Brasil] jmhernandez@uol.com.br À medida que aumenta o número e a variedade de shopping centers existentes no Brasil, aumenta a pressão sobre os praticantes de marketing para que compreendam melhor como os consumidores escolhem os shopping centers...

Motivada pelo recente debate sobre o aumento da sensibilidade a preço dos consumidores que compram pela Internet, esta tese propõe um modelo de compra na Internet no qual a confiança do consumidor no varejista eletrônico desempenha um papel central. O modelo proposto encontra forte sustentação teórica na teoria de marketing de relacionamento e, mai...