AJUDE-ME POR FAVOR! O efeito da cocriação na persuasão de consumidores
DOI :
https://doi.org/10.20873/uft.2447-4266.2019v5n5p454Mots-clés :
Cocriação, Persuasão, Consumidor ObservadorRésumé
Na revisão da literatura sobre cocriação detectou-se lacunas teóricas relacionadas à resposta do consumidor observador (que não participou do processo de cocriação) aos resultados da cocriação. O objetivo desta pesquisa é estudar o efeito de se informar a cocriação (empresa/consumidor e empresa/especialista) do produto, na persuasão do consumidor observador, considerando-se diferentes apelos de propaganda. Em 2 experimentos foram manipuladas as variáveis “tipo de parceiro de cocriação” (consumidores/ especialistas) e “tipo de apelos da mensagem” (racionais/emocionais). Os resultados não comprovaram os efeitos esperados. No entanto, as médias das medidas de persuasão apontam que as hipóteses formuladas podem ser confirmadas em estudos posteriores.
PALAVRAS-CHAVE: Cocriação; Persuasão; Consumidor Observador.
ABSTRACT
In reviewing the literature on co-creation was detected theoretical gaps related to the observer consumer response (which did not participate in the co-creation process) to co-creation results. The objective of this research is to study the effect of informing the co-creation (company / consumer and company / expert) of the product as an observer consumer persuasion, considering different advertising appeals. In two experiments were manipulated variables "type of co-creation partner" (consumers / experts) and "type of message appeals" (rational / emotional). The results did not confirm the expected effects. However, the means of persuasion measures show that the assumptions can be confirmed in further studies.
KEYWORDS: Co-creation; Persuasion; Observer Consume.
RESUMEN
En la revisión de la literatura sobre la co-creación se detectó vacíos teóricos relacionados con la respuesta observador del consumidor (que no participan en el proceso de co-creación) resultados para co-creación. El objetivo de esta investigación es estudiar el efecto de informar a la co-creación (empresa / consumidor y la empresa / especialista) de producto como persuasión del consumidor observador, teniendo en cuenta los diferentes recursos de la propaganda. En dos experimentos se manipulan las variables "tipo de asociado en la co-creación" (consumidores / expertos) y "tipo de mensaje de apelación" (racional / emocional). Los resultados no comprobaron los efectos esperados. Sin embargo, las medias de las medidas de persuasión apuntan que las hipótesis formuladas pueden ser confirmadas en estudios posteriores.
PALABRAS CLAVE: Co-creación; Persuasión; Consumidor observador.
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