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Previous issue date: 2017-03-22 === Coordena??o de Aperfei?oamento de Pessoal de N?vel Superior - CAPES === Researchers of social psychology and marketing professionals have historically demonstrated interest in understanding the psychological processes involved in the techniques applied to influence consumer choice. The effect of previous commitment as an influencer on choice behavior (CC effect) was largely studied in the field of social influence. However, studies of the CC effect have been limited to the influence caused in consumer choice when he chooses for himself and neglected when he chooses for other people. Authors in the field of consumers choices have studied the differences between choosing for themselves versus choosing for others, justified by the psychological distance (CLT ? Construal Level Theory). Studies that analyzed the relations between both theories (CC and CLT) are rare. Some evidences demonstrated the moderator effect of the psychological distance (in its temporal dimension) on the CC effect. The present study aimed to analyze the effect of previous commitment on consumer choice (CC) not only for himself but for others and to check if the social dimension of the psychological distance also plays a role of moderator in the CC effect. For this study it was developed an experiment 2 (Commitment: Yes versus No) x 2 (Type of Decision: for Himself versus for Others) with 180 American participants (between subjects). The experimental group was driven to a commitment manipulation favorable to a healthy cause. There after all the participants were exposed to a choice simulation when they could choose a healthy or an indulgent product. Half of the group was asked to make a choice for themselves and the other half was asked to make a choice for another person. The data was analyzed using logistic regression and ?t? test, according to the type of analysis required. The results demonstrated that the CC effect occurs not only when the consumer chooses for himself but also when he chooses for others. However, the moderator effect of social dimension of psychological distance (CLT) in the CC effect was not confirmed. From these evidences it can be inferred that the previous commitment can be an efficient technique to influence people to make healthier food choices, specially due to the frequency consumers buy food for other people (ex. Family fathers or mothers). === Pesquisadores da psicologia social e profissionais de marketing, historicamente, t?m demonstrado interesse na compreens?o dos processos psicol?gicos envolvidos nas t?cnicas aplicadas para influenciar as escolhas do consumidor. O efeito do comprometimento pr?vio como influenciador do comportamento de escolha (efeito CC) foi amplamente estudado no campo da influ?ncia social. No entanto, o estudo do efeito CC tem se limitado ? influ?ncia causada no consumidor quando este escolhe para si e, negligenciado, quando ele escolhe para outras pessoas. Autores do campo da escolha do consumidor t?m estudado as diferen?as entre as escolhas para si vs. escolhas para o outro, justificada pela dist?ncia psicol?gica (CLT ? Construal Level Theory). Raros s?o os estudos que analisaram as rela??es entre ambas as teorias (CC e CLT). Algumas evid?ncias demonstraram o efeito moderador da dist?ncia psicol?gica (em sua dimens?o temporal) no efeito CC. O presente estudo buscou analisar o efeito do comprometimento pr?vio na escolha do consumidor (CC), tanto nas escolhas para si quanto para o outro, e verificar se dimens?o social da dist?ncia psicol?gica tamb?m exerce papel moderador no efeito CC. Para isso, desenvolveu-se um experimento 2 (Comprometimento: Sim vs. N?o) x 2 (Tipo de Decis?o: para Si vs. para o Outro) com 180 participantes americanos (entre-sujeitos). O grupo experimental passou por uma manipula??o de comprometimento em favor de uma causa saud?vel. Em seguida, todos foram expostos a uma situa??o de escolha por um produto saud?vel ou indulgente. Metade do grupo foi solicitada a fazer escolha para si e a outra metade a escolher para outra pessoa. Os dados foram analisados utilizando-se regress?o log?stica e teste t, conforme o tipo de an?lise necess?ria. Os resultados demonstraram que o efeito CC ocorre n?o apenas quando o consumidor escolhe para si, mas tamb?m quando escolhe para o outro. No entanto, n?o confirmou o efeito moderador da dimens?o social da dist?ncia psicol?gica no efeito CC, sugerindo que podem haver diferentes n?veis de influ?ncia da dist?ncia psicol?gica (CLT) no efeito CC. A partir dessas evid?ncias pode-se inferir que o comprometimento pr?vio pode ser uma eficiente t?cnica para influenciar as pessoas a fazerem escolhas de alimenta??o mais saud?veis, dada a frequ?ncia com a qual os consumidores compram alimentos para outras pessoas (ex.: pais e m?es de fam?lia).
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