Análise da percepção da sociedade sobre o preço justo e sua influência nas decisões de precificação das firmas em tempos de crise

Abstract

Using questionnaires applied at different times and situations, the three articles presented in this thesis analyze society’s perception of fair price and its influence on firms’ actions in times of pandemic, through the lens of neoclassical and institutional theories. In the first article, two questionnaires were applied: the first applied in Brazil in March 2020, at the beginning of the COVID-19 pandemic, and the second applied in August 2020, when the pandemic’s effects were best known. In the second and third articles, a questionnaire was applied to residents of Rio Grande do Sul and residents of other locations during the climate disaster that occurred in Rio Grande do Sul in April and May 2024. The articles suggest that, depending on the institutional arrangement and depending on the time the questionnaire is applied, societies have different perceptions about fair prices, including consumers' desire to punish firms that do not respect society's informal rules. Together, the articles provide evidence that society, through informal rules, plays a fundamental role in influencing the actions of firms. Finally, the analyses suggest that institutional theory produces better interpretations of society’s behavior regarding its perception of fair price. This understanding could contribute to firms making more assertive decisions by mitigating possible risks that affect their brand and results.