出版社：Fundação Getulio Vargas/ Escola de Administração de Empresas de São Paulo /RAE-publicações
摘要：Competition among different brands in supermarkets motivates consumer goods companies to develop and implement and activate merchandising materials at the point of sales (POS). These merchandising materials attempt to influence shoppers and promote sales. On the other hand, behavioral economics studies the decision-making of individuals based on their preferences and beliefs, influenced by cognitive bias. This study attempts to understand the effect of loss aversion and mental accounting biases in POS materials on supermarket sales. We conduct two experiments with a consumer brand in a supermarket chain. The results reveal a positive and significant effect on sales only for the cognitive bias of loss aversion, applied to the POS materials.
关键词：Shopper marketing;materiais de comunicação;vieses cognitivos;varejo;economia comportamental;Shopper marketing;material de comunicación;sesgos cognitivos;comercio minorista;economía conductual
