O efeito do foco regulatório dos consumidores na negligência da omissão na avaliação dos alimentos lácteos

Abstract

The main objective of this research was to assess the influence from regulatory focus consumers in omission negligence about dairy food product evaluating. In both cases, the omission negligence phenomenon and the individual regulatory focus, have influence in decision making process by consumers. To make this task, a causal quantitative study was conduct with two independent experiments how eleven hypotheses were tested. Participated in two experiments 713 respondents, 199 nutrition professionals and 514 students from two universities at Campo Grande city, in the Mato Grosso do Sul state (Brazil). The results of this research provide elements to understand as the individual`s expertise together with background cognition may cause some effects in evaluation process of dairy food product and therefore in omission negligence. Another outcome observed was the identification from the chromic individual regulatory focus influence at omission negligence phenomenon. Therefore, was observed that experts people, independent of chronic regulatory focus, recognizes the omission of information. About the non-experts people, with prevention chronic regulatory focus, also recognizes the omission of information. However, the non-experts respondents with promotional regulatory focus, neglect the omission of information. Moreover, was observed that when individual regulatory focus and the prime presented are consistent, both those expert people and non-expert people, recognizes the omission of information. At the same time, when there aren`t correlation between individual regulatory focus and the prime presented, the expert people did perform more moderate evaluations about the product, than compared the evaluations when individual regulatory focus and the prime presented are consistent. However, in both circumstance the expert people recognized the omission of the information. In contrast, the non-expert people, exposed to individual regulatory focus and non-consistent prime, neglect the omission of information.