Foco regulatório crônico: resistir ao consumo por impulso ou deixar acontecer?

• Autores: Marconi Freitas da Costa, Salomão Alencar de Farias, Claudio Felisoni De Angelo
• Localización: RBGN: Revista Brasileira de Gestão de Negócios, ISSN 1806-4892, Vol. 20, Nº. 4, 2018, págs. 619-637
• Idioma: portugués
• DOI: 10.7819/rbgn.v0i0.3954
• Títulos paralelos:
  • https://rbgn.fecap.br/RBGN/article/view/3954/pdf_1
• Enlaces
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• Resumen
  • English

    Purpose – The central objective of this research was to analyze the moderating role of chronic regulatory focus in impulse consumption when individuals are exhausted of self-control energies (ego depletion).

    In addition, we sought to examine the relationship between regulatory adjustment and the affective and cognitive processes of impulse decision making.

    Design/methodology/approach – The study was performed through an experiment. Data analysis was done using the Johnson-Neyman floodlight technique, which is recommended when the independent variable is continuous, so as not to transform it into a dichotomous variable, thus avoiding the loss of information.

    Findings – The results provide evidence that individuals with a profile of being vigilant about impulse decisions (focus on prevention), that is, with greater self-control in their decisions, end up spending more self-control energy than individuals who do not have this concern (focus on promotion), resulting in higher impulse consumption.

    Originality/value – The main contribution is a counterintuitive result that individuals who should be better prepared to withstand impulse consumption, with greater self-control, end up consuming more on impulse because they expend more energy in an attempt to control themselves.

  • português

    Objetivo – O objetivo central desta pesquisa foi analisar o papel moderador do foco regulatório crônico sobre o consumo por impulso quando os indivíduos estão com as energias de autocontrole esgotadas (esgotamento do ego). Além disso, procurou-se examinar a relação do ajuste regulatório com os processos afetivos e cognitivos da decisão por impulso.

    Metodologia – O estudo foi realizado por meio de experimento. A análise dos dados foi feita com o uso da técnica Floodlight de Johnson- Neyman, recomendada quando a variável independente é contínua, para não transformá-la em uma variável dicotômica, evitando a perda de informações.

    Resultados – Os resultados apresentam evidências de que os indivíduos com perfil para manter a vigilância em suas decisões por impulso (foco em prevenção), ou seja, com maior autocontrole em suas decisões, acabam gastando mais energia de autocontrole do que os indivíduos que não têm essa preocupação (foco em promoção), resultando em maior consumo por impulso.

    Contribuições – A principal contribuição é um resultado contraintuitivo de que os indivíduos que deveriam ser mais bem preparados para resistir ao consumo por impulso, com maior autocontrole, acabam cedendo mais à tentação de consumo por despender mais energia na tentativa de se controlar.

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