Actitud hacia la marca ante un evento inesperado: Rol del pensamiento holístico y analítico
DOI:
https://doi.org/10.24215/23143738e030Palabras clave:
costo de oportunidad, disposición por pagar, dolor por pagar, pensamiento holístico, pensamiento analíticoResumen
Este trabajo intenta comprender el rol del pensamiento holístico y analítico como moderadores de la actitud hacia la marca adoptada por un individuo ante un suceso inesperado que involucra la reasignación de recursos en alternativas diferentes a las inicialmente consideradas por el decisor.Para tal fin, se abordan las teorías que componen este escenario y los efectos producidos ante dicha situación. Adicionalmente, el presente artículo propone un marco integrado de análisis compuesto por seis hipótesis, las cuales deben ser llevadas a una fase de trabajo de campo que confirme o modifique lo que hasta ahora corresponde a nociones de carácter predictivo.
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Payne, J.W., Bettman, J.R. y Luce, M,F. (1996). When Time is Money: Decision Behavior under Opportunity – Cost Time Pressure. Organizational Behavior and Human Decision Processes, 66 (2), 131 – 152.
Pelsmacker, P., Driesen, L. y Rayp, G. (2005). Do Consumers Care about Ethics? Willingness to Pay for Fair – Trade Coffe? The Journal of Consumer Affairs, 39 (2), 363 – 385.
Sanabria, F., Thrailkill, E. A. y Killeen, P. R. (2009). Timing with opportunity cost: Concurrent schedules of reinforcement improve peak timing. Learning & Behavior, 37 (3), 217 – 229.
Shiroiwa, T., Sung, Y. K., Fukuda, T., Lang, H. C., Bae, S. C. y Tsutani, K. (2010). International Survey on Willingness – to – Pay (WTP). For One Additional QALY Gained: What is the Threshold of Cost Effectiveness? Health Economics, 19, 422 – 437.
Shogren, J. F., Shin, S.Y., Hayes, D.J. y Kliebenstein, J. B. (1994). Resolving Differences in Willingness to Pay and Willingness to Accept. The American Economic Review, 84 (1), 255 – 270.
Spiller, S.A. (2011). Opportunity Cost Consideration. Journal of Consumer Research, 38, 595 – 610.
Thaler, R.H. (1985). Mental Accounting and Consumer Choice. Marketing Science, 4, 199-214.
Thaler, R.H. (1999). Mental Accounting Matters. Journal of Behavioral Decision Making, 12 (3), 183-206.
Wertenbroch, K., y Skiera, B. (2002). Measuring Consumers’ Willingness to Pay at the Point of Purchase. Journal of Marketing Research, XXXIX, 228 – 241.
Zajonc, R.B. (1980). Feeling and Thinking. Preferences Need No Inferences. American Psychologist, 35 (2), 151 – 175.
Zellermayer, O. (1996). The Pain of Paying (Tesis doctoral). Carnegie Mellon University, Estados Unidos.
Zenhausern, R. (1978). Imagery, celebral dominance, and style of thinking: A unified field model. Bulletin of the Psychonomic Society, 12 (5), 381 – 384.
Blumenschein, K., Blomquist, G. C., Johannesson, M., Horn, N. y Freeman, P. (2008). Eliciting Willingness to Pay Without Bias: Evidence from a Field Experiment. The Economic Journal, 118, 114 – 137.
CMA (1979). Tips to Ease the Pain for Paying for United – States Health – Care. Canadian Medical Association Journal, 120 (3), 364 – 368.
Constantino, S.M. y Daw, N.D. (2015). Learning the opportunity cost of the time in a patch – foraging task. Cogn Affect Behav Neurosci, 15, 837 – 853.
Dahl, D.W. y Moreau, P. (2002). The Influence and Value of Analogical Thinking During New Product Ideation. Journal of Marketing Research, XXXIX, 47 – 60.
Dhar, R. (1997). Preference for a No-Choice Option. Journal of Consumer Research, 24 (2), 215 – 231.
Dhar, R. y Simonson, I. (2003). The Effect of Forced Choice on Choice. Journal of Marketing Research, 40, 146-160.
Dogerlioglu-Demir, K. y Kocas, C. (2015). Seemingly incidental anchoring: the effect of incidental environmental anchors on consumers' willingness to pay. Marketing Letters, 26 (4), 607 – 618.
Dost, F. y Wilken, R. (2012). Measuring willingness to pay as a range, revisited: When should we care? International Journal of Research in Marketing, 29 (2), 148 – 166.
Etkin, J y Schvarstein, L. (2005). Identidad de las organizaciones: Invariancia y cambio. Buenos Aires: Editorial Paidós.
Fernández-Ríos, L. y Rodríguez-Díaz, J. (2014). The Impact Factor Style of Thinking: A New Theoretical Framework. International Journal of Clinical and Health Psychology. 14, 154 – 160.
Frederick, S., Novemsky, N., Wang, J., Dhar, R. y Nolwis, S. (2009). Opportunity Cost Neglect. Journal of Consumer Research, 36 (4), 553 – 561.
Hanemann, W.M. (1991). Willingness to Pay and Willingness to Accept: How Much Can They Differ? The American Economic Review, 81 (3), 635 – 647.
Homburg, C,. Koschate, N. y Hoyer, W. (2005). Do Satisfied Customers Really Pay More? A Study of the Relationship Between Customers Satisfaction and Willingness to Pay. Journal of Marketing, 69, 84 – 96.
Kahneman, D. y Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica, 47 (2), 263–291.
Koschate-Fischer, N., Stefan, I. y Hoyer, W. (2012). Willingness to Pay for Cause-Related Marketing: The Impact of Donation Amount and Moderating Effects. Journal of Marketing Research, 49 (6), 910 – 927.
López, P. y Mariño, A. (2010). Hacia una Evolución en el Campo de Conocimiento de la Disciplina Administrativa: de la Administración de Empresas a la Gestión de Organizaciones. Revista Facultad de Ciencias Económicas, XVIII (2), 75 – 93.
Medvedeva, TA. (2012). Developing an Innovative Style of Thinking and Innovative Behavior. Syst Pract Action Res, 25, 261 – 272.
Mogilner, C. y Aaker, J. (2009). “The Time vs. Money Effect”: Shifting Product Attitudes and Decision through Personal Connection. Journal of Consumer Research. 36, 277 – 291.
Monga, A. y Saini, R. (2009). Currency of Search: How Spending Time on Search is not the Same as Spending Money. Journal of Retailing, 85 (3), 245 – 257.
Monga, A. B. y John, D.R. (2007). Cultural Differences in Brand Extension Evaluation: The Influence of Analytic versus Holistic Thinking. Journal of Consumer Research, 33, 529 – 536.
Monga, A. B. y John, D. R. (2008). When Does Negative Brand Publicity Hurt? The Moderating Influence of Analytic Versus Holistic Thinking. Journal of Consumer Psychology, 18 (4), 320 – 332.
Monga, A.B. y John, D. R. (2010). What Makes Brands Elastic? The Influence of Brand Concept and Styles of Thinking on Brand Extension Evaluation. Journal of Marketing, 74, 80 – 92.
Morin, E. (2011). Introducción al pensamiento complejo. Barcelona: Editorial Gedisa.
Netemeyer, R.G., Krishnan, B., Pulling, C., Wang, G., Yagci, M., Dean, D., Ricks, J. y Wirth, F. (2004). Developing and validating measures of facets of customer – based brand equity. Journal of Business Research, 57, 209 – 224.
Nisbett, R.E., Peng, K., Choi, I. y Norenzayan, A. (2001). Culture and Systems of Thought: Holistic Versus Analytic Cognition. Psychological Review, 108, 291 – 310.
Okada, E.M. y Hoch, S. (2004). Spending Time Versus Spending Money. Journal of Consumer Research, 31, 313 – 323.
Olsen, J.A. y Smith, R.D. (2001). Theory Versus Practice: A Review of `Willingness – To – Pay’ in the Health Care. Health Economics, 10, 39 – 52.
Payne, J.W., Bettman, J.R. y Luce, M,F. (1996). When Time is Money: Decision Behavior under Opportunity – Cost Time Pressure. Organizational Behavior and Human Decision Processes, 66 (2), 131 – 152.
Pelsmacker, P., Driesen, L. y Rayp, G. (2005). Do Consumers Care about Ethics? Willingness to Pay for Fair – Trade Coffe? The Journal of Consumer Affairs, 39 (2), 363 – 385.
Sanabria, F., Thrailkill, E. A. y Killeen, P. R. (2009). Timing with opportunity cost: Concurrent schedules of reinforcement improve peak timing. Learning & Behavior, 37 (3), 217 – 229.
Shiroiwa, T., Sung, Y. K., Fukuda, T., Lang, H. C., Bae, S. C. y Tsutani, K. (2010). International Survey on Willingness – to – Pay (WTP). For One Additional QALY Gained: What is the Threshold of Cost Effectiveness? Health Economics, 19, 422 – 437.
Shogren, J. F., Shin, S.Y., Hayes, D.J. y Kliebenstein, J. B. (1994). Resolving Differences in Willingness to Pay and Willingness to Accept. The American Economic Review, 84 (1), 255 – 270.
Spiller, S.A. (2011). Opportunity Cost Consideration. Journal of Consumer Research, 38, 595 – 610.
Thaler, R.H. (1985). Mental Accounting and Consumer Choice. Marketing Science, 4, 199-214.
Thaler, R.H. (1999). Mental Accounting Matters. Journal of Behavioral Decision Making, 12 (3), 183-206.
Wertenbroch, K., y Skiera, B. (2002). Measuring Consumers’ Willingness to Pay at the Point of Purchase. Journal of Marketing Research, XXXIX, 228 – 241.
Zajonc, R.B. (1980). Feeling and Thinking. Preferences Need No Inferences. American Psychologist, 35 (2), 151 – 175.
Zellermayer, O. (1996). The Pain of Paying (Tesis doctoral). Carnegie Mellon University, Estados Unidos.
Zenhausern, R. (1978). Imagery, celebral dominance, and style of thinking: A unified field model. Bulletin of the Psychonomic Society, 12 (5), 381 – 384.
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Publicado
2018-03-02
Cómo citar
López Hurtado, J. (2018). Actitud hacia la marca ante un evento inesperado: Rol del pensamiento holístico y analítico. Ciencias Administrativas, (12), 030. https://doi.org/10.24215/23143738e030
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