「廣告說服效果」不論在學術或實務界，一直是個重要的議題。儘管廣告形式、內容等不斷創新、企圖吸引更多消費個體的目光，然不可忽視的是，「消費個體」始終為決定廣告宣傳有效與否的關鍵。雖然，過去已累積不少探討「消費個體」和「廣告說服效果」間關係的研究，但隨著世代的更替，市場的主要消費族群不斷在改變，因此，若要有效運用廣告宣傳策略、成功推廣產品，就必須了解「年輕世代如何看廣告」。 　　然世代的更替也帶來個體消費特質的轉變。對年輕世代來說，消費是一種「表達自己」的方式，他們在消費中不僅講求產品的「實用」，也追求使用產品的「享樂」感受。而過去雖有不少研究從不同的角度（如：消費個體、廣告訴求方式、產品屬性等）來探究「廣告說服效果」，不過，卻還沒有相關研究從「享樂」和「實用」的觀點來探討。因此，本研究鎖定「享樂」和「實用」二面向，從「人」的角度出發，試圖瞭解，什麼樣的廣告呈現較能說服年輕世代？也就是什麼樣的廣告元素搭配對年輕世代而言，能產生較好的說服效果？ 本研究採實驗法，採用2 x 2 x 2的多因子設計，主要的自變項為：「個體的消費價值（享樂v.s.實用）」、「產品功能的屬性（享樂v.s.實用）」和「廣告訴求的呈現（享樂v.s.實用）」，依變項則包括：「廣告態度」、「產品態度」和「購買意願」。其中，「廣告態度」又分「廣告信賴態度」和「廣告喜愛態度」。研究主要以「個體的消費價值」為軸，探討其和「產品功能的屬性」一致與否，對廣告說服效果的影響？以及其和「廣告訴求的呈現」一致與否，對廣告說服效果的影響？研究結果發現： 　1.在「個體的消費價值」和「產品功能的屬性」交互效果部分，兩變項 在「產品態度」上有接近顯著的交互作用，在「購買意願」上則有顯著的交互作用。若再經單一層次事後比較分析，發現：當廣告強調「享樂性」產品功能時，具「享樂消費價值」的個體將比具「實用消費價值」的個體，在「產品態度」、「購買意願」上有較好的說服效果。 　2.在「個體的消費價值」和「廣告訴求的呈現」交互效果部分，兩變項在「廣告信賴態度」上有接近顯著的交互作用，在「產品態度」上則有顯著的交互作用。其中，「產品態度」部分經單一層次事後比較分析，發現：當廣告以「享樂價值描繪（訴求）」為主時，具「享樂消費價值」的個體將比具「實用消費價值」的個體，對廣告中產品的態度較好。 　　進一步將分析結果應用在廣告實務上，本研究建議，以年輕世代為主要目標對象之科技產品的廣告宣傳策略，應先以「享樂性」產品功能為主打，藉此來影響年輕世代對廣告的信賴和喜愛。同時，亦可藉由年輕個體「享樂」與「實用」消費價值的區隔，來掌握廣告宣傳策略的成效。其中，「性別」或可作為一種區隔年輕個體「享樂」與「實用」消費價值的簡易方式。 　　不過，需特別注意的是，此處的科技產品乃指：不特別針對男性或女性的需求去設計、且男女性普遍都能接受的科技產品，即「無顯著性別導向」的科技產品，如：手機、多媒體播放機等。換言之，在「無顯著性別導向」的科技產品上市之初，應先掌握具「享樂消費價值」的年輕消費個體，也就是以「年輕女性」為主要目標對象，對此消費族群強打產品的「享樂性」功能，並搭配使用以「享樂價值描繪（訴求）」為主的廣告呈現，此相對於具「實用消費價值」的個體（即年輕男性），將在「產品態度」和「購買意願」上有較好的說服效果。

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Qualquer duvida estamos a disposição. att, Pâmela Tonsa 3799-7852 on 2017-03-22T15:05:35Z (GMT) / Submitted by Paula Martins (paulalmartins@gmail.com) on 2017-03-22T15:08:57Z No. of bitstreams: 1 Dissertação_Paula Leal de Oliveira Martins 22.03.17docx.pdf: 2909421 bytes, checksum: 028fb6fe4a73a0d44638a29b2ef97766 (MD5) / Approved for entry into archive by Pamela Beltran Tonsa (pamela.tonsa@fgv.br) on 2017-03-22T15:18:37Z (GMT) No. of bitstreams: 1 Dissertação_Paula Leal de Oliveira Martins 22.03.17docx.pdf: 2909421 bytes, checksum: 028fb6fe4a73a0d44638a29b2ef97766 (MD5) / Made available in DSpace on 2017-03-22T16:15:17Z (GMT). No. of bitstreams: 1 Dissertação_Paula Leal de Oliveira Martins 22.03.17docx.pdf: 2909421 bytes, checksum: 028fb6fe4a73a0d44638a29b2ef97766 (MD5) Previous issue date: 2017-02-23 / Os shoppings tornaram-se polos de compra e lazer, sobretudo para as classes média e alta. Os polos de rua, por sua vez, sofrem processo contínuo de deterioração. Outro fator relevante ao estudo do comportamento de consumo diz respeito aos valores na experiência de compra. Em geral, as experiências de compra têm sido operacionalizadas como um consruto bidimensional: utilitária ou hedônica. Tendo em vista o cenário de crescimento de novos consumidores de classes mais baixas, esse trabalho tem como objetivo geral o de investigar o papel moderador do local de compra e da renda na relação entre as dimensões utilitárias e hedônicas na experiência de compra e as respostas do “shopper” (satisfação, boca a boca e intenção de recompra). Foram coletados 308 questionários de consumidoras de uma rede varejista, em polos de rua de alta e baixa renda e em shoppings de alta e baixa renda. Para a análise dos dados, foi utilizada a ANOVA e o PLS-SEM. Os dados revelaram que os valores utilitários e hedônicos na experiência de compra são maiores na baixa renda do que na alta renda. Com relação aos valores na experiência de compra e o tipo de aglomerado (shopping center ou polo de rua), foi apurado que não existem diferenças significativas. Visto que nos dias atuais, independente da renda, as pessoas conversam e trocam informações o tempo todo, a renda do indivíduo não modera a relação entre valores na experiência de compra e boca a boca. Por fim, a relação entre o valor utilitário e a intenção de recompra na baixa renda não apresenta, necessariamente, uma relação positiva, já que esta última estará sempre buscando o local que oferecer um maior benefício custo. Além disso, a intenção de recompra ocorre mais nos shoppings, o que sugere uma força da experiência de compra nessa resposta do consumidor. / The street shops business, on the other hand, undergoes a continuous process of deterioration. Another relevant factor to the study of consumer behavior concerns the values in the buying experience. In general, the buying experiences value were operationalized as a two-dimensional consruct: utilitarian or hedonic. Considering the growth scenario of new consumers of lower income, this work has as general objective of investigating the moderating role of income and the place of purchase – shopping mall or high street retailers - in the relation between the utilitarian and hedonic dimensions in the purchase experience and the responses of the "Shopper" (satisfaction, word of mouth and repurchase intention). 308 consumer questionnaires were collected from a retail network, at high and low income street poles and at high and low income of shopping malls. For data analysis, ANOVA and PLSSEM were used. The data revealed that there are no significant differences between the utilitarian and hedonic values and the type of cluster (shopping mall or street poles) and in relation to the utilitarian and hedonic values in the shopping experience, it was verified that both are higher in the low income segments. In addition, it was noticed that the low income consumer tends to present greater satisfaction when believes that the cost benefit involved was satisfactory, but presents different results for the hedonic values. Since people today, regardless of social class, talk and exchange information all the time, through social midia, the individual's income does not moderate the relationship between values in the shopping experience and word of mouth. Finally, the relationship between the utilitarian value and the intention to repurchase low income does not necessarily present a positive relationship, since the lowest price or benefit/cost does not necessarily belong to the last place that made a particular purchase. In addition, purchase intent occurs more in shopping malls, which suggests a strength of shopping experience in this consumer response.

South African studio pottery of the later twentieth century has consistently been described as ‘Anglo-Oriental’, because it was perceived to adhere to the standard forms of utilitarian wares in plain or subdued colours and decorations, as promoted by the Anglo-Oriental tradition of studio pottery. This dissertation investigates the validity of such an epithet, based on evidence that the pioneer South African studio potters and their successors were exposed to broader pottery influences, and that the oeuvres which they developed reflect what they borrowed, adapted and re-interpreted from such influences. The studio pottery careers and influences of the pioneers Esias Bosch, Hyme Rabinowitz and Bryan Haden are discussed, and the oeuvres of the second generation of studio potters are also investigated. Attention is given to both the ethics and aesthetics of their studio pottery practices. The dissertation further explores whether the era’s studio potters contributed towards the creation of a distinctive South African pottery identity. / Art History, Visual Arts and Musicology / M.A. (Art History)

The role of Deterrence and Retribution in sentencing in South African Courts Since the early history of the existence of humanity punishment has been meted out to transgressors of the laws of society. Informal sanctions, including ostracism are imposed by members of society for social transgressions. Formal punishment is imposed by courts through a system of criminal justice. This dissertation deals with the concept of punishment. It considers the significance of the theories of punishment in the sentencing process with particular reference to deterrence and retribution, the philosophical rationale for their use and thus their role in sentencing. In this study the historical evolution of retribution is traced and the recognition accorded particularly to retribution and deterrence as well as reformation and prevention as penal objectives at various periods in history is examined. Case law has been cited to determine their recognition by judicial practice in criminal courts. The study also reflects on the criminal justice system's clients' perceptions on sentencing. / Criminal and Procedural Law / LL.M.

Magister Commercii - MCom / The purpose of this research study is to explore the variables that contribute to improving the process of recruiting and retaining rural doctors within the South African context. The aim is to explore rural doctors’ perceptions of the role which the rural community can and ought to play in respect of the latter process. A basic recognition is that the emphasis on the Mainstream Approach (which elevates health workforce planning and management as well as market-related interventions and solutions) cannot exclusively achieve the desired result of effective and efficient recruitment and retention of rural doctors. The ‘active’ role which communities can and ought to play in the recruitment/ retention process, is an overlooked and neglected aspect within the South African research and healthcare service-delivery context. Even though the notion of collaborative management and governance of human resources within the health sector is generally mandated from a policy and legislative perspective, the practical manifestation and implementation thereof remain limited or at best piece-meal. An alternative governance model with reference to the humanresources- in-health system outlines the Partnership Approach advocating the need for the establishment of practical working relationships, amongst an identified range of multiple-stakeholders. This study examines the notions of ‘passive’ vis-à-vis ‘active’ community participation equated to the Utilitarian and Community Empowerment/ Development Perspectives continuum. The study introduces the ‘Principle of Balancing Model’ as well as the notion of a ‘hybrid perspective’ as key underpinnings of an efficacious rural-doctor recruitment and retention process.

As both a Working Memory (WM) task and as a more integrated reasoning process, moral decision making appears susceptible to interference by nociceptive stimuli. Differentiation, however, between conflicting occupation of WM resources and the influence of pain-induced autonomic activation as potential pathways of interaction represents a considerably more difficult task than simple measurement of WM performance. To clarify the basis of any noted effects, this study recorded both self-report pain intensity and Galvanic Skin Response (GSR) as a separate measure of autonomic activation under a cold pressor task using a sample of 122 undergraduate participants. Recorded pain and physiological data was compared to rates of utilitarian decision making in the provided moral dilemmas. While there were significantly lower rates of utilitarian decision making in the pain condition, a warm-water painless condition showed comparably decreased rates. Comparison with GSR data suggests that the pain condition did not induce a significantly heightened state of autonomic activation. This suggests that while divided attention or occupation of WM resources does effect patterns of moral decision making, this is not reliant on a nociceptive stimulus.

Actualmente, se puede evidenciar que el sector de tiendas de conveniencia tiene un crecimiento exponencial a nivel mundial y local, ya que son establecimientos que se encuentran muy cerca de los consumidores, los cuales ofrecen beneficios adicionales que permiten la elección de los clientes. Por ello , en este trabajo abordaremos las ventas promocionales como factor de decisión de compra del consumidor, a partir de ello se identificará los beneficios que trae las ventas promociones analizando cual de esos beneficios impacta más al consumidor. Las variables presentadas en el trabajo fueron empleadas para identificar la relación e importancia que tienen los beneficios en la percepción y decisión de compra del consumidor. En primer lugar se hará una breve introducción sobre cómo está el mercado de tiendas de conveniencia a nivel internacional y local, haciendo énfasis en su expansión, servicios y estrategias usadas para el aumento de sus ventas. En segundo lugar, se sustentará la investigación, asimismo se presentará la matriz de consistencia con los respectivos sustentos de las variables. En tercer lugar, la metodología con la cual se realizará la investigación. Por último la Guía POP para recopilar la información. / Nowadays, it is seen that the convenience store sector is growing at a global and local level, since they are establishments that are very close to consumers, which offer additional benefits that allow customers to choose. For this reason, in this work we will address promotional sales as a factor in the consumer's purchase decision, from which the benefits that sales promotions bring will be identified by analyzing which of these benefits impacts the consumer the most. The variables presented in the work were used to identify the relationship and importance that benefits have in the perception and purchase decision of the consumer. First, a brief introduction will be made on how the market for convenience stores is at an international and local level, emphasizing its expansion, services and strategies used to increase its sales. Second, the research will be supported, and the consistency matrix will be presented with the respective support of the variables. Third, the methodology with which the research will be carried out. Finally the POP Guide to collect the information. / Trabajo de investigación

Bakgrund: Under Covid-19 pandemin rasade den fysiska handeln i snabb takt och redan i april 2020 hade den minskat med 23 procent i Sverige och lika mycket i Finland. Detta har däremot resulterat i att e-handeln vuxit kraftigt. I samband med att e-handeln har ökat har många företag som målsättning att vara mer kundcentrerade och leverera anpassade kundupplevelser. Däremot har många företag förlorat sin konkurrenskraft genom att förbise sin kundkännedom under Covid-19 pandemin.Problematiken i denna studie grundar sig i att pandemin fortfarande pågår och i dagsläget är det ännu oklart hur länge den kommer att fortsätta. På grund av detta behövs insikter från vetenskaplig forskning om hur konsumenter från olika länder beter sig vid e-handelsköp under en pandemi. Företag måste ha kunskap kring vad som motiverar konsumenter till e-handelsköp för att inte förlora sin plats på marknaden, vilket är vad denna studie syftar till att bidra med. Syfte: Syftet med denna studie är att undersöka motivationsfaktorerna till att konsumenter handlar online under Covid-19 pandemin och studera om dessa motivationsfaktorer skiljer sig åt mellan konsumenter i Sverige och Finland. Metod: I denna studie har en kvantitativ tvärsnittsstudie tillämpats för att besvara studiens forskningsfrågor och syfte. Studiens data har samlats in med hjälp av en enkätundersökning som besvarades av 118 respondenter från Sverige och Finland. Resultat och slutsats: Resultatet i denna studie visar att konsumenter motiverats av utilitaristiska och hedoniska faktorer samt situationsfaktorer under Covid-19 pandemin. Resultatet visade inga signifikanta skillnader mellan vad som motiverar svenska konsumenter i jämförelse med finska konsumenter. Däremot så visar resultatet att de svenska kvinnliga konsumenterna motiverats mer än de finska konsumenterna gällande situationsfaktorerna under Covid-19 pandemin. Detta anser vi kan bero på att Sveriges aningen diffusa restriktioner resulterat i att de svenska kvinnliga konsumenterna behövt agera förnuftigt.Studien visade också i att den yngre konsumenten i åldern 15–25 motiverats mest av de hedoniska faktorerna under Covid-19 pandemin. I denna studie drog vi slutsatsen att detta kan bero på att den yngre konsumenten haft mest fritid över under pandemin då flertalet platser som ofta besöks av denna åldersgrupp stängts ned. Bidrag: Studiens bidrar med teoretisk kunskap om att svenska och finska konsumenter överlag har ett likartat köpbeteende. Den bidrar också med kunskapen om att svenska kvinnliga konsumenter motiverats mer av situationsfaktorerna än finska kvinnliga konsumenter under Covid-19 pandemin. Studien bidrar också med kunskap om att den yngre konsumenten i åldern 15–25 motiveras mest av de undersökta åldrarna av de hedoniska faktorerna vid e-handelsköp. Bidraget antyder således att företag bör fokusera på att ta hänsyn till hedoniska samt psykologiska faktorer vid skapandet av e-handelsprocesser och marknadsstrategier. Utifrån resultatet kan företagen dessutom betrakta de svenska och finska konsumenterna som lika i sitt köpbeteende vilket kan vara värdefull information för företag som verkar globalt. Förslag till fortsatt forskning: Vi anser det vore intressant att studera studiens forskningsfråga utifrån två andra länders perspektiv och då välja två länder som till synes är olika. Det vore även intressant att fördjupa sig i skillnaderna mellan kön kopplat till motivationsfaktorerna, då vi funnit resultat som visar att det finns en skillnad mellan kvinnors köpbeteende i Sverige och Finland i vår studie. Det skulle dessutom vara intressant med forskning som studerar skillnaden mellan motivationsfaktorer för e-handelsköp baserat på olika produkt- eller marknadssegment / Background: During the Covid-19 pandemic, physical trade collapsed at a rapid pace and already in April 2020 it had decreased by 23 percent in Sweden and Finland. This has resulted in e-commerce growing sharply. In connection with the increase in e-commerce, many companies aim to be more customer-centric and deliver customized customer experiences. However, many companies have lost their competitiveness by overlooking their customer knowledge during the Covid-19 pandemic.The problem in this study is that the pandemic is still ongoing and at present it is still unclear how long it will continue. Because of this, insights from scientific research are needed on how consumers from different countries behave in e-commerce purchases during a pandemic. Companies must have knowledge of what motivates consumers to buy e-commerce in order not to lose their place in the market, which is what this study aims to contribute. Aim: The purpose of this study is to investigate the motivational factors for consumers to shop online during the Covid-19 pandemic and to study whether these motivational factors differ between consumers in Sweden and Finland. Method: In this study, a quantitative cross-sectional study has been applied to answer the study's research questions and purpose. The study data were collected using a questionnaire that was answered by 118 respondents from Sweden and Finland. Results and conclusion: The results of this study show that consumers are motivated by utilitarian and hedonic factors as well as situational factors during the Covid-19 pandemic. The results showed no significant differences between what motivates Swedish consumers in comparison with Finnish consumers. On the other hand, the results show that Swedish female consumers are more motivated than Finnish consumers regarding the situational factors during the Covid-19 pandemic. We believe this may be due to the fact that Sweden's somewhat diffuse restrictions have resulted in Swedish female consumers having to act sensibly.The study also showed that the younger consumer aged 15–25 was most motivated by the hedonic factors during the Covid-19 pandemic. In this study, we concluded that this may be due to the fact that the younger consumer had the most free time during the pandemic as most places that are often visited by this age group were closed. Contribution: The study contributes with theoretical knowledge that Swedish and Finnish consumers generally have a similar buying behavior. It also contributes to the knowledge that Swedish female consumers are more motivated by situational factors than Finnish female consumers during the Covid-19 pandemic. The study also contributes with the knowledge that the younger consumer between the ages of 15 and 25 is motivated most by the examined ages by the hedonic factors in e-commerce purchases. The grant thus suggests that companies should focus on taking hedonic and psychological factors into account when creating e-commerce processes and marketing strategies. Based on the results, companies can also regard Swedish and Finnish consumers as equal in their buying behavior, which can be valuable information for companies that operate globally. Suggestions for further research: We think it would be interesting to study the study's research question from the perspective of two other countries and then choose two countries that are seemingly different. It would also be interesting to delve into the differences between the sexes linked to the motivational factors, as we found results that show that there is a difference between women's buying behavior in Sweden and Finland in our study. It would also be interesting with research that studies the difference between motivational factors for e-commerce purchases based on different product or market segments.

Cette recherche s’intéresse à l’interrelation entre l’expérience de l’art public et celle du paysage. Elle se penche sur l’art public utilitaire, plus précisément sur le cas de quatre œuvres-banc situées dans le Parc linéaire de la rivière Saint-Charles, à Québec. La position assise suggérée par ces productions artistiques occasionne un contact sensoriel direct avec l’œuvre, mais surtout, elle orchestre un retournement du regard vers le paysage selon une posture et un angle de vue définis. L’activation de la fonction de banc par l’action de s’y asseoir, ou du moins la compréhension de cette possibilité d’usage, donne alors accès à une expérience du paysage environnant qui, loin d’être fortuite, fait partie intégrante de l’œuvre-banc. Cette étude analyse ainsi les œuvres-banc afin de mieux comprendre comment elles sont reçues par le public, mais également comment elles participent à l’expérience paysagère. Les réponses obtenues à la suite d’un questionnaire en ligne ont permis d’évaluer les différents aspects de la compréhension et de l’exploration de la fonction de banc des œuvres, selon une grille d’analyse conçue en adaptant certains postulats de la théorie des affordances de Gibson (1979; 2014), de la matrice de préférences de Kaplan & Kaplan (1989a, 1989b) et du modèle environnemental de Carlson (1979) aux enjeux de la recherche. Les données cumulées et traitées ont ensuite permis de démontrer que les œuvres-banc participent à une expérience paysagère de qualité. Cette contribution est principalement liée à la position assise suggérée par l’œuvre, elle qui invite les usagers du parc à s’immerger dans la scène tout en offrant une perception multisensorielle du paysage. En somme, cette recherche a fait émerger des constats sur l’apport des œuvres d’art à l’aménagement de l’espace public et à la qualité de l’expérience vécue par les citadins, deux volets sous-explorés de la recherche en art public. / This research questions the relationship between the experience of public art and that of the landscape. It focuses on utilitarian public art, more specifically on the case of four artistic benches located in the Saint-Charles River Linear Park, in Quebec City. The seated position suggested by these artistic productions causes direct sensory contact with the work, but above all, it orchestrates a reversal of the gaze towards the landscape according to a defined posture and angle of view. The activation of the bench function by the action of sitting on it, or at least the understanding of this possibility of use, then gives access to an experience of the surrounding landscape which, far from being fortuitous, is an essential aiming of the artistic bench. This study thus analyzes artistic benches in order to better understand how they are received by the public, but also how they participate to the landscape experience. The answers obtained following an online questionnaire allowed to evaluate the different aspects of under-standing and exploring the bench function in the art piece. An analysis grid was designed by adapting certain postulates of Gibson's affordance theory (1979; 2014), Kaplan & Kaplan's preference matrix (1989a, 1989b) and Carlson's environmental model (1979). The data ana-lyzed according to this grid then made it possible to demonstrate that the artistic benches contribute to a quality landscape experience. This contribution is mainly linked to the seated position suggested by the work, which invites park users to immerse themselves in the scene while offering a multisensory perception of the landscape.

Made available in DSpace on 2016-04-29T13:18:01Z (GMT). No. of bitstreams: 1 Eveline Prado Jannarelli.pdf: 1870552 bytes, checksum: 002acff87d29ee501537d77cc468fc71 (MD5) Previous issue date: 2006-06-28 / nenhum / A busca por um melhor entendimento das variáveis que determinam o comportamento do consumidor tem sido um tema amplamente estudado por diversas áreas de atuação. Dos profissionais de marketing, aos economistas e psicólogos, o comportamento de comprar, usar e descartar artigos, serviços, idéias ou experiências tem envolvido a todos, seja por aspectos científicos e metodológicos, seja no desenvolvimento de uma atividade de trabalho. Sob uma perspectiva Behavorista Radical, este estudo buscou investigar a relação entre o dizer e o fazer para o comportamento de escolha de marcas, concentrando-se na análise do sujeito único. Para tanto foram colocadas duas questões: (1) averiguar se o dizer do consumidor em relação à compra de produtos específicos com marcas específicas é condizente com o fazer deste mesmo consumidor ao emitir o comportamento de compra destes produtos e marcas específicas e (2) averiguar se é possível encontrar um padrão entre o dizer do consumidor sobre o comportamento de compra em determinadas categorias e o comportamento efetivo de compra, a partir dos conceitos de reforço utilitário e informativo para cada situação. Para tanto foram coletados os dados de compra de 07 participantes a partir dos tickets de compras emitidos pelos estabelecimentos, durante um período mínimo de 20 semanas, para as categorias de Detergente em pó, Detergente líquido e Biscoito Doce. Para coleta do relato de compra, foi aplicada uma entrevista com cada participante após um período mínimo de dois meses do início da coleta do ticket de compra. Posteriormente, os dados de compra coletados foram comparados com os seguintes relatos de compra: freqüência de compra, amplitude de marca comprada, perfil de compra por nível de reforço informativo e utilitário geral e ao longo do período da pesquisa, preferência por uma marca, conhecimento de marca e compra declarada e razões de compra dentro da categoria. Este estudo pretende indicar alguns caminhos para a condução de um entendimento mais amplo dessa relação para o comportamento de escolha de marcas. Os resultados obtidos mostraram que: (a) houve uma maior incidência de compras para marcas classificadas com nível de reforço informativo 3, (b) não podemos afirmar que houve maior incidência de uma única combinação de nível de reforço informativo e utilitário, pois o perfil de compra por nível de reforço utilitário variou por participante e por categoria (c) há uma maior coerência entre o relato e o comportamento de compra observado para as marcas classificadas com nível informativo 3, (d) uma grande amplitude de marcas compradas dificulta o relato de conhecimento e costume de compra, (e) uma freqüência de compra menos espaçada (semanal) remete a uma melhor descrição do comportamento de compra (f) o consumidor relata com mais precisão os atributos do produtos (reforço utilitário) das marcas classificadas com nível de reforço informativo 3 do que as de nível informativo 2 e 1 e (g) houve uma maior correspondência entre o relato de compra e a compra efetiva, em primeiro lugar, para a categoria de Detergente líquido, seguida pela categoria de Detergente em pó e por último, a categoria de Biscoito Doce