文章基本信息

标题：Deviances from planned purchases: consumer learning history and behavior setting implications for consumer spending
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作者：Marcos Inácio Severo de Almeida ; Ricardo Limongi França Coelho ; Rafael Barreiros Porto 等
期刊名称：Revista Brasileira de Gestão de Negócios
印刷版ISSN：1806-4892
电子版ISSN：1983-0807
出版年度：2020
卷号：22
期号：2
DOI：10.7819/rbgn.v22i2.4053
语种：Spanish
出版社：Fundação Escola de Comércio Álvares Penteado
摘要：Purpose – Consumer spending is an essential measure of performance, and retail decision-makers often strive to understand which factors influence this response variable. We propose that deviations from planned purchases are specific classes of consumer behavior that may explain consumer spending Design/methodology/approach – The research project involved a field experiment in a supermarket where 372 purchases were observed for 13 weeks. Findings – The results show the importance of consumer learning history in predicting consumer groups and the importance of these groups in explaining consumer spending. Originality/value – The results highlight that deviance groups are primarily responsible for spending more or less money on purchases, as well as the importance of consumer learning history and behavioral configuration in explaining behavior. This broadens the scope of the BPM, which often focuses on brand-level results.