Wpływ wstrętu na postawę wobec produktu i decyzję o zakupie
DOI:
https://doi.org/10.15678/PJOEP.2016.10.01Keywords:
wstręt, decyzje konsumentów, zachowania konsumenckie, postawy konsumentówAbstract
Badania dotyczące wpływu wstrętu na podejmowanie decyzji ekonomicznych są bardzo rzadkie. Niniejszy artykuł stara się wypełnić tę lukę. Przedstawiono w nim wyniki badania, w którym badano postawę 87 kobiet wobec nowego na rynku polskim kremu do twarzy bezpośrednio po ekspozycji bodźca neutralnego lub wywołującego wstręt. Kobiety testowały, oceniały, a następnie mogły kupić krem. Porównano również, w jaki sposób na postawy i zachowania konsumentów wpływało wzbudzenie wstrętu powiązanego (produkt mógł zneutralizować bodziec wzbudzający wstręt) i niezwiązanego w żaden sposób z produktem. Uzyskane wyniki w dużej mierze potwierdziły postawione hipotezy. Kobiety, u których wzbudzono wstręt za pomocą bodźca powiązanego z produktem, miały bardziej pozytywną postawę wobec produktu niż kobiety z grupy kontrolnej oraz kobiety, u których wywołano wstręt za pomocą bodźca niewiązanego z produktem. Ze względu na zbyt wysoką według badanych cenę kremu żadna z kobiet nie zdecydowała się na jego zakup.
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