Quando a heurística de ancoragem influencia o aprendizado de consumo: os efeitos da baixa sobrecarga de informação online

Abstract

Consumer learning has been a central construct in consumer behavior models. With the expansion of e-commerce, observed in recent years, and the need to explore the forms of consumption that permeate this market, this thesis investigated consumer learning in the context of online retail, with nationally popular e-commerce sites, believing that the Anchoring heuristics can interfere with visual attention in information overload environments, generating processing effects for the consumer. Two experimental studies using ocular tracking technology were designed. In the first one, to observe consumer learning through visual attention, using different metrics, information overload (high and low) was manipulated by the amount of products needed by the study participants. Note that the low attention span scenario was higher visual attention, and therefore consumer learning. In the second study, the effect of the anchoring heuristic between the main relationship was observed. Similar to the findings of Study 1, in Study 2, anchoring effects were observed only for the low information overload group, partially moderating the relationship between information overload and cognitive learning, suggesting that the anchoring heuristic influences learning in the low condition. information overload. These results obtained as a marketing objective in online retail should focus on offering smaller quantities of products when the objective is to make the consumer learn. Furthermore, the use of anchors as clues for later consumption decisions only has an effect if ecommerce is not overloaded with information. Based on the findings, this contribution to the literature on marketing and consumer learning by showing that consumers learn more in contexts of low information overload, with smaller sets of choices. Furthermore, there is a partial moderating effect of anchoring in the context of low information overload, in which the high anchor stands out as a function of the low anchor.