Paulo Henrique Prado

• PhD
• Professor at Federal University of Paraná

This article offers a comprehensive analysis of consumers’ perspectives towards plant-based meats, utilizing insights derived from a systematic literature review (SLR). The primary objective is to identify the specific areas of focus in studies pertaining to plant-based meats that address consumer preferences, as well as the prevailing methodologie...

Purpose This paper aims to present a research framework examining how hotel ratings can be affected by travel purposes (business vs leisure). It explores theoretical foundations, introduces hypotheses and outlines the methodology used in six studies to investigate connections between trip types, work-related factors, hotel ratings and other variabl...

Objetivo: Investigar o impacto da liderança e motivação no desempenho de vendas. Método: Este estudo fez uso da técnica da Modelagem de Equações Estruturais (MEE) com modelo de mensuração de Mínimos Quadrados Parciais (PLS). Um survey online foi realizado com vendedores em diversos setores da indústria nos Estados Unidos, o recorte de tempo foi tra...

Envy is a negative emotion that is based on social comparison and impacts the person's behavior. It is important to highlight that envy can be considered a universal and timeless feeling, which is part of a person's psychic structure, interfering in an individual's choices. In addition, discussions about consumer behavior and envy can be a good opp...

Drawing on consumer choice process and implementation theory, this study investigates how product (un)availability influences consumers shopping mind-set and the likelihood of purchasing a second unrelated product. Two studies were applied using a single factor experimental design with two conditions (product: availability vs. unavailability) on co...

The present research suggests a new perspective to investigate the downstream effect of the production method on consumer responses. The authors propose that the higher behavioral intentions (e.g., likelihood to purchase and willingness to pay a premium price) assigned to handmade products can be attributed to the perceived naturalness and authenti...

Purpose The purpose of this study is to understand how business-to-business organizations use social media during the sales process. Design/methodology/approach The meta-synthesis steps methodology (Hoon, 2013) was applied. Findings This study presents a theoretical framework and contributes to improved understanding of how business can use socia...

Purpose: This study demonstrates that sales force management capability (SFMC) is a driver to financial performance when influenced by marketing orientation. Wherefore, the researchers explore how each SFMC ́s dimension (salesforce structuring, talent management, and customer targeting) contributes on the relation between MO and financial performan...

Brands, being ubiquitous, can provide different perceptions of brand equity and brand authenticity among consumers. This paper aims to identify the impact of the fit between a brand, premium positioned, placed in premium channels, in contrast with popular channels placement. A product of an identical brand may have its brand value (brand equity) al...

Objetivo: O objetivo deste artigo propor uma nova escala de autenticidade de marca baseada na avaliao do consumidor ao considerar a estrutura hierrquica das dimenses formadoras da escala. Mtodo: Foi realizado um survey online (780 indivduos), no Brasil e nos Estados Unidos. A Teoria da Resposta ao Item foi utilizada para analisar a estrutura hierrq...

Purpose This paper aims to explore the impact of brand authenticity on forming self-reinforcing assets (enticing-the-self, enriching-the-self and enabling-the-self), which subsequently influence the brand-self connectedness and consumers’ behavioral intentions. Design/methodology/approach The authors surveyed 347 consumers in the USA and Brazil...

RESUMO A herança é uma proposição de valor da marca que fornece uma base única para criar e manter relações fortes com os consumidores. Buscando compreender como esse recurso estratégico influencia as relações entre consumidores e marcas, este estudo objetiva examinar a herança da marca como determinante dos elementos de reforço do self (seduzindo,...

This research investigates managerial risk perception regarding internationalization of small and medium-sized enterprises in the Brazilian context. We examine how managers’ perception of risk influences firms’ degrees of internationalization. Likewise, we assessed how risk perception is influenced by managers’ cognitive traits, such as tolerance f...

Purpose Previous research has investigated how performance outcome impacts effort and subsequent goal pursuit. However, little is known about the incidental impact of goal (non)attainment on consumer preference via changes in regulatory focus. This paper aims to suggest that performance feedback has a direct impact on consumers’ regulatory focus,...

O artigo tem o intuito de penetrar no mundo da Autenticidade, que antecede a época de Cicero e, portanto, desenvolver as dimensões críticas de autenticidade de marca baseada nas escalas de Bruhn et al. (2012) e Napoli et al. (2013). Para isso, o Modelo de Churchill (1979) foi utilizado como balizador do método por meio de fases qualitativas e quant...

Atendendo à necessidade de instrumento brasileiro para avaliar aspectos da interação familiar, as Escalasde Qualidade na Interação Familiar (EQIF) foram desenvolvidas e submetidas a análises estatísticaspara teste de confiabilidade. O instrumento, direcionado para a criança/adolescente, responde sobreos comportamentos de seus pais, contém 40 itens...

This study proposes a brand authenticity scale based on consumer assessment considering the hierarchical structure of the scale’s dimensions. A survey was conducted (780 individuals) via online panels, in Brazil and the USA. As a result, a consistent and parsimonious scale was obtained, based on nine dimensions, which form the construct: spontaneit...

Elevados custos promocionais e riscos financeiros envolvidos no lançamento de novos produtos levam as empresas a aproveitarem a reputação de suas marcas e lançarem extensões de marca. O objetivo deste estudo teórico é analisar as relações existentes entre a estratégia de extensão vertical de marcas e seus resultados ou impacto na atitude em relação...

Belonging to the area of research concerning the relationship between consumers and brands, the objective of this study is to investigate the influence of brand power on consumers’ sense of power and the roles of dependency and trust as mediating and moderating variables, respectively, in this relationship. The first hypothesis states that in the p...

Research into the authenticity of facial emotion expressions often focuses on the physical properties of the face while paying little attention to the role of beliefs in emotion perception. Further, the literature most often investigates how people express a pre-determined emotion rather than what facial emotion expressions people strategically cho...

This essay aims to confirm some theoretical statements about the theory of priming, using the sports context . Priming is the activation of the internal structures of knowledge through an external stimulus, without any awareness on the part of the individual. For example, consumers exposed to low price brands tend to spend less on consumption situa...

Esse ensaio teórico pretende confirmar algumas afirmações a respeito da teoria do priming, se utilizando do contexto esportivo. O priming é a ativação de estruturas de conhecimento interno através de um estímulo externo, sem qualquer consciência por parte do individuo. Como por exemplo, consumidores expostos à marcas de preço baixo tendem a gastar...

O objetivo geral da pesquisa foi verificar a influência da emoção da raiva dos consumidores, decorrente de uma situação de transgressão (violação de conduta, falha), na percepção de qualidade do relacionamento consumidor-empresa. A pesquisa também analisa a eficiência das ações de recuperação. A raiva surgiu como a emoção mais sentida pelos partici...

This study seeks to contribute with the theories of transgression in relationships and social influence, by considering not only the dyadic relationship (consumer-company) but also other consumers that become aware of the transgression of the company. Such consumers are herein called third parties. The authors propose that the social distance betwe...

The regulatory focus theory suggests that consumers rely on their motivational focus (prevention vs. promotion) for their evaluations and decisions. Usually consumers prefer products that match their personal motivational focus. Previous studies show that this pattern preferably occurs when we are not motivated to process information. However, this...

Based on the theoretical assumption that individuals can distort information and opinions in their memories recovery process, this article proposes that satisfaction evaluations are influenced by such distortions. In two experiments individuals were requested to remind and to report facts about service providers companies, demonstrating that it is...

Companies are investing exponentially in inserting their products and brands in television shows called placement. This empirical article tests the effects of pop-up ad prominence and congruence type of placement on visual attention, memory, attitudes and brand purchase intention by the consumer. From an exploratory and another causal study done in...

RESUMO Atualmente, empresas investem exponencialmente na inserção de seus produtos e marcas em shows televisivos, o chamado placement. É nesse sentido que se insere o presente artigo, um ensaio empírico sobre os efeitos da prominência e da congruência do placement do tipo pop-up ad sobre a atenção visual, memória, atitudes e intenção de compra da m...

Based on theory of psychological distance, the authors examined how social distance and the severity of transgression influence the relationship between a transgressing company and other (close and distant) consumers. The authors showed that close (vs. distant) consumers could behave more (vs. less) similarly to the victim of the transgression.

We investigate the impact of a visual artwork on product and advertisement attitude in regulatory (non) fit conditions. Results of two experiments indicate that using art in a promotion fit condition is recommended, but for consumers in prevention fit the use of artwork in advertising might cause a negative effect.

RESUMO Os consumidores que mais alteram suas intenções são àqueles dentro da " zona de indiferença " , nem satisfeitos e tampouco insatisfeitos. Esta indiferença seria pela sua saciação sem desconformidade nas avaliações, e esta pesquisa demonstra que este efeito também pode ocorrer pela falta de informações – ausência de fatos relevantes ou mesmo...

This paper discusses the main aspects of simple mediation and moderation, as well as the conditional process analysis applied for more complex models, such as mediated moderation and moderated mediation. The recent changes on the way these analysis have been conducted highlights the need to discuss them in order to increase their application in stu...

This paper discusses the main aspects of simple mediation and moderation, as well as the conditional process analysis applied for more complex models, such as mediated moderation and moderated mediation. The recent changes on the way these analysis have been conducted highlights the need to discuss them in order to increase their application in stu...

The article proposes a model that extends the Brand Relationship Quality literature by bridging a gap concerning the mediating effect of this construct on Brand experience – Brand loyalty linkage. A survey-based quantitative approach of 306 respondents at consumers of perfume and bath soap is used to test the hypothesis. The analysis emphasizes tha...

Nowadays, technological innovations, such as Digital Video Recorders, have increased consumers' power over their exposure to commercials shown on television. Thus advertisers now insert their own products and brands directly into television shows, called placement. This advantage has exponentially increased worldwide investments in placement, as we...

O objetivo neste estudo foi investigar a existência de diferentes perfis de relacionamento consumidor-marca e sua respectiva eficiência na relação comercial. Três construtos da teoria de relacionamento com marcas foram avaliados: autoconexão, intimidade e interdependência com a marca. Foi realizado um survey com 441 casos. Os dados foram analisados...

O objetivo deste estudo é verificar o papel moderador da regulação emocional na avaliação pós-compra e nas respostas que estas avaliações podem gerar (lealdade e reclamação). O estudo baseia-se na premissa de que os consumidores experimentam emoções positivas e negativas advindas da avaliação entre expectativa e desempenho nos serviços de empresas....

Consumer innovativeness is one of the most explored concepts in new product adoption literature. Nevertheless, the intention to adopt novelties, specifically in a product category domain, still needs exploration of what happened during the choice process. Consumers can build their decision about whether to adopt innovation based on their hierarchy...

Este estudo teve por objetivo desenvolver um modelo de mensuração sobre a identificação com a marca. Este construto compreende a congruência entre a imagem pessoal e a imagem de marca, desde que a marca consumida seja um símbolo significativo para a vida do consumidor e para os grupos sociais aos quais ele está vinculado. O suporte teórico desta va...

Despite the increasing amount of research about the effects of a seller’s transgression on consumers’ relationship quality evaluation, existing theory still demands more insight into consumer’s capacity to suppress the negative emotions that a transgression might generate. This research proposes that consumers’ are not always equally influenced by...

Despite the increasing amount of research about the effects of a seller’s transgression on consumers’ relationship quality evaluation, existing theory still demands more insight into consumer’s capacity to suppress the negative emotions that a transgression might generate. This research proposes that consumers’ are not always equally influenced by...

http://dx.doi.org/10.5007/1983-4535.2013v6n3p288 O principal objetivo deste estudo é analisar quais os antecedentes e os consequentes da qualidade do relacionamento entre estudantes e a IES a qual pertencem. Como antecedentes analisa-se a qualidade percebida nos serviços e a equidade. Como consequente analisa-se a lealdade acadêmica. A qualidade do...

Resumo: Sob a perspectiva da transgressão no relacionamento e da construal-level theory este estudo avalia o impacto da transgressão da empresa sobre a avaliação do consumidor. O experimento 1 demonstra que se o consumidor for muito próximo da vitíma da transgressão, sua avaliação do relacionado será afetada negativamente na mesma proporção da víti...

This research demonstrates that consumers who are better able to suppress the negative emotions experienced a lower decrease in their satisfaction evaluation of the relationship with the seller after a transgression than those who had a lower negative emotion suppression capacity behavior

The objective of this study was to contribute to the literature on brand relationship through the measurement of the construct known as Brand Relationship Quality (BRQ), and test the relationship this variable has with loyalty, regarded as one of the most relevant results to the relationship structure. A survey was conducted with 508 respondents. T...

This study aims at assessing the connection between financial results and non-financial assessments from the consumer's point of view, considering Brazil's mobile phone context. According to consumer relationship theory, higher profits are to be expected from satisfied customers, from those who tend towards long-term use of company services. Theref...

Over the recent years, loyalty programs have become quite common. However, the factors that influence consumers’ motivation to join and actively participate in such programs require further investigation. Most of these programs vary in terms of reward and effort. Rewards can be hedonic or utilitarian. The reward distance requires high (vs. low) lev...

strong> Resumo Este trabalho tem por objetivo mensurar o valor de marca de destinos turísticos de acordo com a percepção do consumidor/turista. Para tanto, como contexto empírico do estudo foi realizado um survey na localidade turística de Foz do Iguaçu com 286 casos válidos. Quatro dimensões foram analisadas, sendo elas: o conhecimento de marca, a...

Intentions to adopt new products are guided by motivational systems in the sense that they promote accomplishments (positive experiences) and prevent regrets (negative experiences). This article fills a theoretical gap by proposing that motivational systems act through a set of choice-related Goals, which determine consumers' tendencies to innovate...

Este trabalho investiga o prosumidor, indivíduo parte produtor, parte consumidor. Para entender seu comportamento, selecionou-se o 3M (Modelo Metateórico de Motivação e Personalidade), de Mowen (2000), adaptado por Monteiro (2006), que interpreta o comportamento do consumidor por traços de personalidade. O objeto de estudo são prosumidores do Linux...

The purpose of this essay is to understand the behaviour of brand collectors and to identify the goal hierarchy behind it. Melissa was the brand used as study object.We performed a literature review and two surveys, qualitative and quantitative, with collectors of the brand. The Means-End Chain Model was used and the Hierarchical Value Map was outl...

The objective of this article is to shed light on the possible relations between previous events and the customer relationship quality and loyalty and a financial result indicator (lifetime revenue) on the predisposition to change mobile telephone operators. The study was carried out with a non-probabilistic quantitative framework and relied on the...

This study proposes a model to explain the innovativeness of beef cattle producers from an organizational perspective. According to the innovation dissemination theory, organizational innovativeness is the degree to which an organization innovates relatively sooner than others. To assess innovativeness, four antecedents were considered: the perceiv...

This study aims to examine in a non-linear way the students’ perception of an Administration course on the education quality. Multimethods were used, performing the data collection through a qualitative method (focus groups interviews) and a quantitative (structured questionnaire), and using content analysis and a novel method, developed in this st...

This study examines the impact of the choice goals on the consumer's innovativeness in categories of products that constantly suffer innovations. The contribution of this research is to analyze the behaviour of innovations adoption from the perspective of the Regulatory Focus Theory. The first stage of data collection was qualitative, exploratory i...

O objetivo deste estudo foi compreender as possíveis relações entre antecedentes e conseqüências da qualidade do relacionamento, lealdade e um indicador de resultado financeiro (LTR), sobre a pré-disposição de troca entre operadoras de telefonia celular. Com caráter metodológico quantitativo não-probabilístico e método hipotético-dedutivo. O estudo...

This chapter explores how choice goals influence consumers' innovativeness in a product category domain. The intentions to adopt new products are guided by promotion and prevention self-regulation systems. Thus, two of the choice goals were classified as promotion goals-justifiability and choice confidence-and two were classified as prevention goal...

RESUMO Nesta pesquisa estuda-se o impacto da escolha sobre a intenção de adoção de novas TICs (tecnologias de informação e comunicação) na educação. O estudo foi realizado através de pesquisa quantitativa, composto de fase exploratória e descritiva. Participaram da fase exploratória 2 diretores (responsáveis pelas TICs) e 4 professores da instituiç...

Esta pesquisa visa a analisar como a introdução de novos atributos, geralmente considerados complexos, afeta a adoção de produtos de alta tecnologia pelos consumidores. Para tanto, foram avaliadas as relações existentes entre as características pessoais e as influências interpessoais dos consumidores, mediadas pela dificuldade da decisão,...

This study develops and tests a model of information search in complex buying. We incorporate three categories of influences of organizational, personal and situational factors that affect information searching efforts. A sample of 96 of the largest Brazilian firms reported their use of the various influences in the decision to purchase integrated...

Esta pesquisa visa analisar como a introdução de novos atributos, geralmente considerados complexos, afeta aadoção de produtos de alta tecnologia pelos consumidores. Para tanto, foram avaliadas as relações existentesentre as características pessoais, as características percebidas e as influências interpessoais dosconsumidores, mediadas pela dificul...

Resumo Este estudo, de natureza qualitativa e exploratória, realizado com consumidores de produtos de uso pessoal e em constante inovação, procura explorar as relações que existem entre inovatividade e características percebidas da inovação, durante o processo de decisão dos consumidores. A contribuição do estudo está em conciliar a teoria sobre ad...

This qualitative and exploratory study, taken with owners of products in constant innovation, analyses the relationship between innovativeness and perceived characteristics of innovation, during the consumers decision-making process. The main contribution of the study is relate the innovation adoption theory with the behavioral aspects of the consu...

The need to investigate the conditions that lead consumers to choose certain products and services, this study has taken as the basic goals of consumption in the level of "have", the study proposed by Ratneshwar et al (2000) to identify a taxonomy of young consumers of mobile phone from their preferences on attributes and benefits sought in such at...

The main objective of this work is to contribute theoretically and methodologically to consumer goalorientedbehavioral research, using the Means-End Chains (MEC) proposition and checking howapplicable this approach is for analyzing the hierarchy of goals. Included in the model were a fourthlevel of complexity (“doing” goals) and an evolution of the...

Em diversos artigos que procuram mensurar os resultados de um relacionamento com o consumidor, os construtos da Lealdade e do Comprometimento sao utilizados de forma independente e, em outros casos, indiscriminadamente. Mesmo nas suas definicoes conceituais, nao existe concordância sobre a discriminacao entre eles. Assim, este artigo visa discutir...

The aim of this study is to analyze how the introduction of new attributed, generally considered complex, affects the adoption of high technology products by consumers. To this end, the relationships between personal characteristics and the interpersonal influences of consumers have been evaluated, considering the difficulties of decision making in...

Atendendo à necessidade de instrumento brasileiro para avaliar aspectos da interação familiar, as Escalas de Qualidade na Interação Familiar (EQIF) foram desenvolvidas e submetidas a análises estatísticas para teste de confiabilidade. O instrumento, direcionado para a criança/adolescente, responde sobre os comportamentos de seus pais, contém 40 ite...

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...

ResumoEsta pesquisa visa analisar como a introdução de novos atributos, geralmente considerados complexos, afeta aadoção de produtos de alta tecnologia pelos consumidores. Para tanto, foram avaliadas as relações existentesentre as características pessoais, as características percebidas e as influências interpessoais dosconsumidores, mediadas pela d...

This article presents the Consumer Satisfaction Model for the Brazilian Electric Utility Industry, based on Structural Equations Method. There were used the evaluation of the Distribution Service Quality, and of the Perceived Value as Satisfaction antecedents. There was also created a latent variable representing the Global Satisfaction and it was...

In order to explore parenting styles among Brazilian families, 239 children (9-12 yrs old), from two public schools in Curitiba, and their parents answered two scales of parental responsiveness and demandingness. These scales, which categorize four parenting styles, were adapted for use with children (they were originally developed to be anwered by...

A fim de explorar os estilos parentais entre famílias brasileiras, 239 crianças (de 9 a 12 anos, de duas escolas municipais de Curitiba) e seus respectivos pais responderam a duas escalas de responsividade e exigência parental. Estas escalas, que categorizam quatro estilos parentais, foram adaptadas de adolescentes para crianças e apresentaram índi...

The Children’s Attributional Style Questionnaire (CASQ) is a widely used measure of optimism in American children. Researches have showed the importance of studying children’s optimism to prevent mental and physical illness. This study explored the validity of the CASQ for Brazilian children. After the translation and adaptations, 410 students (9 t...

Este artigo tem por objetivo realizar ampla análise comparativa sobre os métodos de avaliação da Satisfação do Consumidor e da Qualidade Percebida. Mediante revisão detalhada da literatura que trata dos modelos de mensuração de ambos os construtos, três grupos principais foram categorizados: a) modelos baseados no Paradigma da Desconformidade; b) m...

This exploratory study, based on a research with consumers of constant technologically updated products of personal use, aims to explore the relationships between innovativeness and perceived characteristics of the innovation, during the consumer's decision process. The contribution of such analysis resides in conciliating the broad approach of the...

Resumo Este artigo tem como objetivo apresentar a aplicação da Análise de Correspondentes Múltiplos (MCA) como uma alternativa de ordenação de observações multivariadas qualitativas. Pela análise desenvolvida pode-se utilizar o primeiro eixo fatorial resultante como indicador da ordem dos indivíduos em questão. O primeiro caso analisou os resultado...

Com base no modelo desenvolvido, verificaram-se as relações da Satisfação com o Relacionamento, com alguns de seus antecedentes (Respostas Afetivas, Benefícios do Relacionamento e Qualidade Percebida dos Serviços), com os elementos da Qualidade do Relacionamento, centrados na Confiança e no Comprometimento, e seus resultados propriamente ditos, com...