CBR - Consumer Behavior Review

11-23

Authors: Marcia Horowitz Vieira, Clecio Falcão Araujo, Claudio Hoffmann Sampaio

The Unconscious Thought Theory (UTT), a theory about human thought, is able to bring a new perspective for the marketing field. Marketing researches appropriate from the conscious thought, which represents only 5% of our brain capacity. By the time UTT starts to be incorporated as a new lens for a wide range of marketing topics, the outcomes may bring important contributions and advances for the field. This article aims to better understand how marketing is using UTT in order to extent knowledge. The desk research procedure resulted in 6 categories relating UTT and marketing and show that there is an important gap related to the use of this theory as a new perspective for marketing well-explored issues.

38-44

Authors: Kavita Miadaira Hamza, Vitor Koki da Costa Nogami, Josmar Andrade

Although many studies investigate if consumers punish or reward un/ethical products, there were not find researches specific on consumer behavior towards ethical and corrupt companies, so it is an important gap, which we intend to cover. The purpose of this study was to verify if price promotion and company profile (ethical or corrupt) influence purchase intentions. It was used an experiment using 2 (price promotion: discount vs. no discount) vs. 3 (company profile: corrupt vs. NCNE vs. ethical) groups, with a sample of 246 cases between subjects. Our findings show consumers do not value the ethical behavior of companies, but penalize corrupt behavior. The price promotion stimulus was also not effective, which means that price promotion does not affect the willingness to pay. The results suggest that companies should behave ethically, if not by the reward they could get for it, at least for the punishment consumers are willing to give them.