Traditional consumer behavior study models

Authors

DOI:

https://doi.org/10.51359/2526-7884.2021.247815

Keywords:

history, consumer behavior, study models, Behavioral Perspective Model.

Abstract

The article aims to systematize the various research models on consumer behavior, describe the relevant research strategies for consumer decision making and ponder the characteristics of each theoretical model. Thus, the article discusses the historical, theoretical and methodological aspects of models for studying consumer behavior. Based on this review, there is a predominance of explanations in Psychology that focus primarily on dispositional variables, with a socio-cognitive orientation in the field of exchange relations between products or services. The present work defends the option for the Behavioral Perspective Model (BPM), since it synthesizes empirical evidence in its theoretical behavioral basis derived from the identification of situational variables. The BPM has as its source the concepts of Skinner's Radical Behaviorism using the triple contingency as a theoretical instrument. Research with the theoretical approach of BPM presents an environmental and learning history perspective to analyze the effects of the consequences on this operating behavior that is maintained by utilitarian and informative consequences associated with responses related to consumption.

Author Biographies

Sônia Regina Gouvêa Rezende, Universidade Estadual de Goiás (UEG)

Doutora em Psicologia na linha de análise do comportamento do consumidor pela Pontifícia Universidade Católica de Goiás (2018). Mestre em Administração, na linha de Organização e Mudanças, pela Universidade Federal de Uberlândia- UFU (2013); com especialização em Gestão de Pessoas pela União Educacional de Minas Gerais- Uniminas (2009) e especialização em Educação a Distância pela Faculdade de Administração, Ciências e Letras de Curitiba- PR (2014); graduada em Administração pelo Centro Universitário do Triangulo- Unitri (2007). Docente efetiva em regime de dedicação exclusiva na Universidade Estadual de Goiás- UEG, lotada no Câmpus Caldas  onde atua como docente do Curso de Bacharelado em Administração, e na coordenação do Curso superior de Tecnologia em Hotelaria;  professora formadora no Curso de Administração Pública no Centro de Ensino e Aprendizagem em Rede da UEG. Pesquisas na área de marcas, com enfoque em estratégias de fornecedores e no comportamento de consumidores de marcas própria; e em educação empreendedora.

Cristiano Coelho, Pontifícia Universidade Católica de Goiás (PUC Goiás)

Possui graduação, Mestrado e Doutorado em Psicologia pela Universidade de Brasília. Atualmente é professor Adjunto I da Pontifícia Universidade Católica de Goiás e terapeuta comportamental. Foi Professor Substituto na UnB (1999 a 2000), Professor Colaborador do Instituto de Educação Superior de Brasília - IESB (2009 a 2010) e Supervisor Estadual de Pesquisas do IBGE - Goiás (2010 a 2014). Tem experiência na área de Psicologia Experimental e Análise do Comportamento, com ênfase em Comportamento de Escolha, Economia Comportamental e Comportamento do Consumidor, nos quais tem realizado pesquisas e orientado alunos de iniciação científica, Mestrado e Doutorado principalmente nos seguintes temas: escolha com atraso e probabilidade, modelos matemáticos, análise do comportamento do consumidor e controle de estímulos. Na PUC-Goiás foi Coordenador do Laboratório de Análise Experimental do Comportamento (2004-2007), Assessor de Iniciação Científica (2004 a 2006), e Coordenador Geral de Pesquisa e Institucional do Programa Institucional de Bolsas de Iniciação Científica (PIBIC-CNPq) (janeiro de 2007 a janeiro de 2009) na PUC Goiás. Atualmente é Coordenador do Programa de Pós-Graduação Stricto Sensu em Psicologia da PUC-Goiás (Mestrado e Doutorado).

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Published

2021-05-01

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Vol. 5 No. 2 (2021): may-august

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