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Exploring anticipation role on consumer behavior while waiting to experiment a delayed purchased product

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dc.contributor.advisorAckermann, Claire-Lise
dc.creatorRuales Chonlong, Alvaro Emilio
dc.creator.degreeAdministrador de Negocios Internacionalesspa
dc.creator.degreetypeFull timespa
dc.date.accessioned2021-06-17T16:00:18Z
dc.date.available2021-06-17T16:00:18Z
dc.date.created2020-10-30
dc.descriptionLa anticipación de un consume futuro es un área la cual no ha sido estudiada a profundidad hasta el momento. A pesar del hecho que durante los últimos años grande estudios sobre el tema han tomado gran relevancia, muy poco se sabe sobre las diferentes emociones que los diferentes consumidores pueden experimentar durante la espera de un consumo futuro. Con el fin de poder investigar estas emociones y comportamientos de los diversos consumidores, este estudio se centra principalmente en el consumo de experiencias hedónicas, las cuales, a diferencia de los productos materiales, tienen un gran impacto psicológico en el consumidor ya que estos son productos que no pueden ser experimentados rápidamente, tales como festivales o conciertos. Durante este estudio, se observará mediante un estudio netno-grafico las diferentes emociones y comportamientos que los futuros consumidores tendrán mientras esperan por la experimentación de un festival. Este consumo hedónico provee suficiente información para distinguir las diferentes etapas durante un tiempo de espera, las cuales pueden afectar tanto positivo como negativamente la futura percepción del consumo final, permitiendo asegurar que este periodo juega un papel crucial al llegar la experimentación final de un producto. De igual forma, este estudio de anticipación distingue diferentes las diferentes emociones que los consumidores experimentan durante este periodo, siendo de gran importancia a la hora de desarrollar estrategias de marketing para incrementar el nivel de “savoring” hacia un evento futuro. Finalmente, este estudio logra demostrar como las emociones generadas por los consumidores no son estáticas durante el proceso, siendo altamente influenciadas por factores externos como eventos inesperados durante la espera, comentarios de terceros, demoras o la exposición publicitaria.spa
dc.description.abstractThe anticipation of future consumption is an area which has not been studied in depth so far. Despite the fact that in recent years large studies on the subject have taken on great relevance, very little is known about the different emotions that different consumers may experience while waiting for future consumption. In order to investigate these emotions and behaviors of the various consumers, this study focuses mainly on the consumption of hedonic experiences, which, unlike material products, have a great psychological impact on the consumer since these are products that cannot be experienced quickly, such as festivals or concerts. During this study, the different emotions and behaviors that future consumers will have while waiting for the experimentation of a festival will be observed through a netno-graphic study. This hedonic consumption provides enough information to distinguish the different stages during a waiting time, which can affect both positively and negatively the future perception of final consumption, ensuring that this period plays a crucial role when reaching the final experimentation of a product. Similarly, this anticipation study distinguishes different emotions that consumers experience during this period, being of great importance when developing marketing strategies to increase the level of "savoring" towards a future event. Finally, this study manages to demonstrate how the emotions generated by consumers are not static during the process, being highly influenced by external factors such as unexpected events during the wait, comments from third parties, delays or advertising exposure.spa
dc.format.extent53 pp.spa
dc.format.mimetypeapplication/pdf
dc.identifier.doihttps://doi.org/10.48713/10336_31631
dc.identifier.urihttps://repository.urosario.edu.co/handle/10336/31631
dc.language.isoengspa
dc.publisherUniversidad del Rosariospa
dc.publisher.departmentEscuela de Administraciónspa
dc.publisher.programAdministración de Negocios Internacionalesspa
dc.rightsAtribución-NoComercial-CompartirIgual 2.5 Colombia*
dc.rights.accesRightsinfo:eu-repo/semantics/openAccess
dc.rights.accesoAbierto (Texto Completo)spa
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dc.source.instnameinstname:Universidad del Rosario
dc.source.reponamereponame:Repositorio Institucional EdocUR
dc.subjectAnticipación del consumospa
dc.subjectValor del consumospa
dc.subjectConsumo tardíospa
dc.subjectComportamiento del consumidorspa
dc.subjectPreparaciónspa
dc.subjectEmociones anticipatoriasspa
dc.subjectSavoringspa
dc.subject.ddcAdministración generalspa
dc.subject.keywordAnticipationspa
dc.subject.keywordConsumption valuespa
dc.subject.keywordDelayed consumptionspa
dc.subject.keywordConsumer behaviorspa
dc.subject.keywordPreparationspa
dc.subject.keywordAnticipatory emotionsspa
dc.titleExploring anticipation role on consumer behavior while waiting to experiment a delayed purchased productspa
dc.title.TranslatedTitleExplorando el rol de la anticipation dentro del comportamiento del consumidor mientras se espera la experimentación de una comprar de un producto retrasado.spa
dc.typebachelorThesiseng
dc.type.documentTrabajo de gradospa
dc.type.hasVersioninfo:eu-repo/semantics/acceptedVersion
dc.type.spaTrabajo de gradospa
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