Actitudes del consumidor después de elegir un producto equivocado

• Arboleda Arango, Ana M. ^[1]
  1. [1] Universidad Icesi

     Universidad Icesi

     Colombia

     
• Localización: Diversitas: perspectivas en psicología, ISSN 1794-9998, Vol. 7, Nº. 2, 2011, págs. 211-224
• Idioma: español
• DOI: 10.15332/s1794-9998.2011.0002.01
• Títulos paralelos:
  • Consumer Attitudes After Choosing a Wrong Product
• Enlaces
  • Texto completo (pdf)
• Resumen
  • español

    Al suponer que ha existido confusión con la elección de un medicamento de venta libre, este estudio analiza de qué manera la emoción de frustración que expresa un consumidor da lugar a intenciones conductuales particulares. La actitud de un consumidor ante la confusión es la dinámica entre sus emociones y las conductas que este anticipa (i.e., cambio del producto, búsqueda de información e intención de consumo). Esta dinámica es analizada en una situación experimental simulando una decisión errónea. Los resultados demuestran que a) la emoción ante la confusión explica la intención de cambio y que b) la intención de cambio a su vez está asociada con un menor interés en consumir un producto equivocado y con una mayor intención de obtener información.Palabras clave: confusión del consumidor, medicamentos de venta libre, frustración, intención de cambio, intención de búsqueda de información, intención de consumo.

  • English

    Because of consumers' confusion with an over the counter drug, feelings of frustration lead an individual to particular behavioral intentions. Consumers' attitude towards confusion is the relationship between their emotions and behavioral intentions (i.e., changing the product, intention to seek for information, and intention to consume). This relationship is analyzed in an experimental setting simulating a wrong decision. Results demonstrate that a) emotions due to confusion explain higher intentions to exchange a product and that b) this is then associated with lower intentions of taking a medicine and higher intentions of gathering information. Keywords: consumer confusion, frustration, intention to seek information, intention to exchange, intention to use, over the counter drugs.

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