{
    "identifier": "ORI-63T4H71BC4Y8",
    "previous_identifiers": [],
    "url": "https://oriregistry.org/ORI-63T4H71BC4Y8",
    "notice": "ORI is an institutional identifier of Oxton. It is not a DOI.",
    "journal": {
        "title": "Zoom Business Review",
        "abbreviation": "ZBR",
        "issn_electronic": "2764-5142",
        "issn_print": null,
        "homepage_url": "https://revistazbr.com/",
        "publisher": "Zambon Educacional"
    },
    "files": [
        {
            "uuid": "8eeeaf84-a41e-41be-83c1-69f1f0a77750",
            "kind": "fulltext",
            "version": "published",
            "label": null,
            "name": "COMPREENDENDO-A-ESCOLA-DO-COMPORTAMENTO-DO-CONSUMIDOR.pdf",
            "mime": "application/pdf",
            "size": 297152,
            "sha256": "3cccf685e12019f985bfc2fdde16339f5cd7587b9f1d891bb2c2008a973c7bfb",
            "embargo_until": null,
            "available": true,
            "url": "https://oriregistry.org/files/8eeeaf84-a41e-41be-83c1-69f1f0a77750/COMPREENDENDO-A-ESCOLA-DO-COMPORTAMENTO-DO-CONSUMIDOR.pdf"
        }
    ],
    "status": "published",
    "status_reason": null,
    "status_changed_at": "2026-10-12 23:35:56",
    "version": 4,
    "publication_year": 2022,
    "doi": null,
    "publication_type": "research-article",
    "language": "pt",
    "title": "COMPREENDENDO A ESCOLA DO COMPORTAMENTO DO CONSUMIDOR",
    "subtitle": null,
    "translated_titles": [],
    "abstract": "<p>Este estudo aborda uma das mais importantes Escolas de Pensamento do Marketing (EPM), a Escola do Comportamento do Consumidor (ECC), que, como parte de um grupo de ‘escolas’ que explicam o desenvolvimento do próprio Marketing, e do potencial científico dele, essa escola estuda o comportamento do consumidor de bens, que, naturalmente, é um dos mais importantes fenômenos de um sistema socioeconômico no qual impera a criação e comercialização de bens para atender as demandas sociais. O objetivo geral desse estudo é promover o conhecimento da ECC, e assim gerar compreensão sobre a sua importância para a prática mercadológica. De abordagem bibliográfica, este estudo apresenta autores muitos importantes, e que tornaram possível a criação da ECC. Enquanto área do conhecimento científico aplicado, o Marketing foi bastante beneficiado pelo desenvolvimento da ECC, pois, essa escola propiciou novos conhecimentos por meio dos quais as organizações passaram a fazer considerações mais adequadas sobre como agir com os seus clientes e consumidores. Organizações que compreendem a importância do acompanhamento do comportamento de compra e de consumo dos clientes, possuem mais chances de mantê-los como clientes ativos ao longo do tempo.</p>",
    "translated_abstracts": [],
    "keywords": [
        {
            "lang": "pt",
            "keyword": "Escola"
        },
        {
            "lang": "pt",
            "keyword": "Comportamento"
        },
        {
            "lang": "pt",
            "keyword": "Consumidor"
        },
        {
            "lang": "pt",
            "keyword": "Marketing"
        }
    ],
    "contributors": [
        {
            "given_names": "Marcelo",
            "family_name": "Socorro Zambon",
            "orcid": null,
            "role": "author",
            "corresponding": true,
            "credit_roles": [],
            "affiliations": []
        }
    ],
    "volume": "1",
    "issue": "2",
    "first_page": "23",
    "last_page": "43",
    "elocation_id": null,
    "received_date": null,
    "accepted_date": null,
    "published_date": "2022-10-20",
    "license_code": "CC-BY-NC-4.0",
    "license_url": "https://creativecommons.org/licenses/by-nc/4.0",
    "article_url": "https://revistazbr.com/revista/zoom/artigo/7/",
    "fulltext_url": "https://revistazbr.com/revista/zoom/artigo/7/download/5/",
    "funding": [],
    "conflicts_of_interest": null,
    "external_ids": [],
    "references": [
        {
            "citation": "AJZENTAL, A. Uma História do Pensamento em Marketing. Tese (Doutorado) da Escola de Administração de Empresas de São Paulo. São Paulo: Fundação Getúlio Vargas (FGV), 2008.",
            "doi": null,
            "url": null
        },
        {
            "citation": "AJZENTAL, A. HPM: História do Pensamento em Marketing. São Paulo: Saraiva, 2010.",
            "doi": null,
            "url": null
        },
        {
            "citation": "ALBA, J.; HUTCHINSON, W. “Dimensions of Consumer Expertise”, Journal of Consumer Research, v.13, pp.411-454, march-1987.",
            "doi": null,
            "url": null
        },
        {
            "citation": "BELK, R. W. An Exploratory Assessment of Situational Effects in Buyer Behavior. Journal of Marketing Research, v.11, 1974.",
            "doi": null,
            "url": null
        },
        {
            "citation": "BENNETT, P. D.; KASSARJIAN, H. H. O Comportamento do Consumidor. São Paulo: Atlas, 1975.",
            "doi": null,
            "url": null
        },
        {
            "citation": "BETTMAN, James R. An information processing theory of consumer choice. Reading: Addison-Wesley Publishing Company.",
            "doi": null,
            "url": null
        },
        {
            "citation": "BAGOZZI, R. P. (1975). Marketing as exchange. Journal of Marketing, v. 39, n. 4, p. 32-39, 1979.",
            "doi": null,
            "url": null
        },
        {
            "citation": "BAUER, R. A. Consumer behavior as risk taking. _In: HANCOCK, R. S. Dynamic marketing for a changing world. Chicago: American Marketing Association. pp.389-398, 1960.",
            "doi": null,
            "url": null
        },
        {
            "citation": "BAUER, R. A. Consumer behavior as risk taking. In: Marketing Classics. ENIS, B. M.; COX, K. K. Marketing classics: a selection of influential articles. Boston: Allyn and Bacon, 1969.",
            "doi": null,
            "url": null
        },
        {
            "citation": "BELK, R. W. An explanatory assessment of situational effects in buyer behavior. Journal of Marketing Research, v.11, pp.156-163, may-1974.",
            "doi": null,
            "url": null
        },
        {
            "citation": "BOURNE, F. S. Group influence in marketing public relations. In: McNEAL, J. V. Dimensions of consumer behavior. New York: Appleton-Century-Crofts, pp.137-146, 1965.",
            "doi": null,
            "url": null
        },
        {
            "citation": "BUSKIRK, R. H.; ROTHE, J. T. Consumerism: an interpretation. Journal of Marketing, v. 34, pp.61-65, oct-1970.",
            "doi": null,
            "url": null
        },
        {
            "citation": "CERVO, A. L.; BERVIAN, P. A Metodologia científica. São Paulo: Prentice Hall, 2002.",
            "doi": null,
            "url": null
        },
        {
            "citation": "CLARK, L. H. Consumer behavior (volume 1): the dynamics of consumer reaction. New York: New York University Press, 1954.",
            "doi": null,
            "url": null
        },
        {
            "citation": "CLARK, L. H. Consumer behavior (volume 2): the life cycle and consumer behavior. New York: New York University Press, 1955a.",
            "doi": null,
            "url": null
        },
        {
            "citation": "CLARK, L. H. Consumer behavior (volume 3): research on consumer reactions. New York: New York University Press, 1958b.",
            "doi": null,
            "url": null
        },
        {
            "citation": "COCHOY, F. Une Histoire du marketing: discipliner léconomie de maché. Paris: Éditions La Découvert & Syros, 1999.",
            "doi": null,
            "url": null
        },
        {
            "citation": "COPELAND, Melvin T. Relation of Consumer’s buying habits of marketing method. Harvard Business Review, 1, Issue 3, S. p. 282-289, april-1923.",
            "doi": null,
            "url": null
        },
        {
            "citation": "CUNNINGHAM, R. M. Brand loyalty: what, where, how much? Harvard Business Review, v.34, pp.116-128, jan-feb-1956.",
            "doi": null,
            "url": null
        },
        {
            "citation": "CZEPIEL, J. A. et al. The development of thought, theory, and research in consumer satsifaction. In: LAMB, C. W.; DUNNE, P. M. Theoretical development in marketing. Chicago: American Marketing Association, pp.216-219, 1980.",
            "doi": null,
            "url": null
        },
        {
            "citation": "DAY, G. S. Strategic market planning: the pursuit of competitive advantage. St. Paul: West Publishing Company, 1984.",
            "doi": null,
            "url": null
        },
        {
            "citation": "DAY, R. L.; LANDON, L. Toward a theory of consumer complaining behavior. In: WOODSIDE, A. G. et al. Consumer and industrial buying behavior. New York: Elsevier North-Holland, p. 425-437, 1977.",
            "doi": null,
            "url": null
        },
        {
            "citation": "DEMBY, E. H. Psychographics revisited: The Birth of a Technique. Journal of Marketing Research, Chicago, ILL: The Association, v. 6, n. 2, pp.26-29, Spring, 1994.",
            "doi": null,
            "url": null
        },
        {
            "citation": "DICHTER, E. Psychology in market research. Harvard Business Review, v.25 (Summer), pp.432-443, 1947.",
            "doi": null,
            "url": null
        },
        {
            "citation": "DICHTER, E. Handbook of consumer motivation: the psychology of the world of objects. New York: McGraw-Hill Book Company, 1964a.",
            "doi": null,
            "url": null
        },
        {
            "citation": "DONG, B.; SIVAKUMAR, K. Customer Participation in Services: domain, scope, and boundaries. Journal of the Academy of Marketing Science, v. 45, n. 6, pp.944-965, 2017.",
            "doi": null,
            "url": null
        },
        {
            "citation": "EDWARDS, W. Behavioral decision theory. Annual Review of Psychology, v.12, pp.473-498, 1961.",
            "doi": null,
            "url": null
        },
        {
            "citation": "ENGEL, J. F. et al. Consumer behavior. New York: Holt, Rinehart, and Winston, 1968.",
            "doi": null,
            "url": null
        },
        {
            "citation": "ENIS, B. M.; COX, K. K. Marketing classics: a selection of influential articles. Boston: Allyn and Bacon. 1969.",
            "doi": null,
            "url": null
        },
        {
            "citation": "GIULIANI, A. C.; LARIOS-GÓMEZ, E. (Organizadores). Escuelas del pensamiento en marketing: desde un enfoque latinoamericano. Ciudad de Mexico: Pearson, 2017.",
            "doi": null,
            "url": null
        },
        {
            "citation": "HANSEN, F. Consumer choice behavior: a cognitive theory. New York: The Free Press, 1972.",
            "doi": null,
            "url": null
        },
        {
            "citation": "HOLLOWAY, R. J. An experiment on consumer dissonance. Journal of Marketing, v.31, p. 39-43, jan-1967.",
            "doi": null,
            "url": null
        },
        {
            "citation": "HOWARD, J. A. Marketing management: analysis and decision. Homewood: Richard D. Irwin, 1957.",
            "doi": null,
            "url": null
        },
        {
            "citation": "HOWARD, J. A. Marketing: executive and buyer behavior. New York: Columbia University Press, 1963a.",
            "doi": null,
            "url": null
        },
        {
            "citation": "HOWARD, J.; SHETH, J. N. The theory of buyer behavior. New York: John Wiley & Sons, 1969.",
            "doi": null,
            "url": null
        },
        {
            "citation": "KAHLE, L; BEATTY, S.E.; HOMER, P. Alternative Measurement Approaches to Consumer Values: The List of Values (LOV) and Values and Lifestyle (VALS) Journal of Consumer Research, v.13, jan-1986.",
            "doi": null,
            "url": null
        },
        {
            "citation": "KARSAKLIAN, E. Comportamento do Consumidor. 2 ed. São Paulo: Atlas, 2004. KASSARJIAN, H. H. Book review. Journal of Marketing, v.53, pp.123-26, jan-2004. KATONA, G. C. Rational behavior and economic behavior. Psychological Review, v.60, pp.307-318, sept-1953.",
            "doi": null,
            "url": null
        },
        {
            "citation": "KATONA, G. Psychological economics, Elsevier Scientific Publishing Company, New York, 1975.",
            "doi": null,
            "url": null
        },
        {
            "citation": "KOTLER, Philip. Defining the Limits of Marketing. Proceedings of the Fall Conference, Chicago: American Marketing Association (AMA), pp.48-56, 1972.",
            "doi": null,
            "url": null
        },
        {
            "citation": "KRUGMAN, H. E. The impact of television advertising: learning without involvement. Public Opinion Quaterly, v.29 (Fall), pp.349-356, 1965.",
            "doi": null,
            "url": null
        },
        {
            "citation": "LAKATOS, E. M.; MARCONI, M. A. Fundamentos de Metodologia Científica. São Paulo: Atlas 2003.",
            "doi": null,
            "url": null
        },
        {
            "citation": "LEVY, S. J. Symbols for sale. Harvard Business Review, v.37, n.4, pp.117-124, 1959. LOPES, E. L.; MARIN, E. R.; PIZZINATTO, N. K. Segmentação Psicográfica de Consumidor de Produtos de Marca Própria: uma aplicação da escala VALS no varejo paulistano. XI",
            "doi": null,
            "url": null
        },
        {
            "citation": "SEMEAD",
            "doi": null,
            "url": null
        },
        {
            "citation": "(Seminários em Administração): São Paulo: FEA-USP. http://www.ead.fea.usp.br/semead/11semead/. 28 e 29 ago 2008.",
            "doi": null,
            "url": null
        },
        {
            "citation": "MANZI, V. R.; LORENZETTI, M. A. A Criação de Valor Compartilhado por Meio do Diálogo com Stakeholders. Revista Temática, v. 12, n. 5, pp.30-44, 2016.",
            "doi": null,
            "url": null
        },
        {
            "citation": "MARTINEAU, P. Social classes and spending behavior. Journal of Marketing, 23, pp.121-129, oct-1958.",
            "doi": null,
            "url": null
        },
        {
            "citation": "MATTOSO, C. L. Q. Classes sociais: uma discussão sobre os conceitos na Sociologia e Antropologia e sua incorporação ao Marketing. In: ENCONTRO NACIONAL DA ASSOCIAÇÃO NACIONAL DOS PROGRAMAS DE PÓS-GRADUAÇÃO EM ADMINISTRAÇÃO, 29, Brasília. Anais... 1 CD-ROM, Brasília: ANPAD, 2005.",
            "doi": null,
            "url": null
        },
        {
            "citation": "MITCHELL, V-W. Consumer perceived risk: conceptualizations and models. European Journal of Marketing, v.33, n.1/2, pp.163-195, 1999.",
            "doi": null,
            "url": null
        },
        {
            "citation": "NEWMAN, J. W. Working with behavioral scientist. Harvard Business Review, v.36, pp.67-74, July-aug-1958.",
            "doi": null,
            "url": null
        },
        {
            "citation": "NICOSIA, F. M. Marketing and Alderson’s functionalism. Journal of Business, v.35, pp. 403-413, oct-1962.",
            "doi": null,
            "url": null
        },
        {
            "citation": "NOVAK, T.P.; MACEVOY, B. On Comparing Alternative Segmentation Schemes: The List of Values (LOV) and Values and Lifestyles (VALS), Journal of Consumer Research, v.17, jan-1990.",
            "doi": null,
            "url": null
        },
        {
            "citation": "PAICHELER, G. L’invention de la psychologie moderne. Paris: L’Harmattan, 1992. PARLIN, C. C. Why a How a manufacture should make trade investigations. Printer’s Ink, p.4, oct-1912.",
            "doi": null,
            "url": null
        },
        {
            "citation": "PETERS, T. J.; WATERMAN, R. H. In search of excellence: lessons from America’s best-run companies. New York: Harper and Row Publishers, 1982.",
            "doi": null,
            "url": null
        },
        {
            "citation": "POPADIUK, S. O Processo de Envolvimento na compra de um produto. Revista de Administração, São Paulo, v.28, n.2, p.83-91, abril-jun, 1993.",
            "doi": null,
            "url": null
        },
        {
            "citation": "VAN RAAIJ, W. F. The psychological foundation of economics: the history of consumer theory. _In Chin Tiong Tan & Jagdish N. Sheth (eds.), Historical perspectives in consumer research, national and international perspectives, Proceeding as of the ACR International Meeting in Singapore, Singapore: National University of Singapore, pp.8-13, 1985.",
            "doi": null,
            "url": null
        },
        {
            "citation": "ROTHSCHILD, Michael L. Perspectives on Involvement: Current Problems and Future Directions. _In. Advances in Consumer Research, v.11: Association for Consumer Research, pp. 216-217, 1984.",
            "doi": null,
            "url": null
        },
        {
            "citation": "SHAW, E. H.; JONES, D. G. B. A history of school of marketing thought. Marketing Theory, n.5, v.3, pp.239-281, 2005.",
            "doi": null,
            "url": null
        },
        {
            "citation": "SHETH, J. N.; GARDNER, D. M.; GARRETT, D. E. Marketing theory: Evolution and Evaluation. New York: John Wiley & Sons, 1988.",
            "doi": null,
            "url": null
        },
        {
            "citation": "SILVA, F. G.; ZAMBON, M. S. Gestão do relacionamento com o cliente. 3 ed. São Paulo: Cengage, 2015.",
            "doi": null,
            "url": null
        },
        {
            "citation": "SILVA, A. L. B. S. Marketing e sua história: uma reflexão teórica. Revista Científica, 11, pp.1-10, 2011.",
            "doi": null,
            "url": null
        },
        {
            "citation": "SJÖBERG, L. The risk of risk analysis. Acta Psychological, 11, pp.39-57, 1980.",
            "doi": null,
            "url": null
        },
        {
            "citation": "SJÖBERG, L. Risk perception: experts and the public. European Psychologist v.3: pp.1-13, 1998a.",
            "doi": null,
            "url": null
        },
        {
            "citation": "SOUBA, A. S.; OLIVEIRA, G. S.; ALVES, L. H. A Pesquisa Bibliográfica: principios e fundamentos. Cadernos da Fucamp, v.20, n.43, pp.64-83, 2021.",
            "doi": null,
            "url": null
        },
        {
            "citation": "STERN, B. B. Literary criticism and the history of marketing thought: a new perspective on “reading” marketing theory. Journal of the Academy of Marketing Science, The History of Marketing Thought, Special Issue, v.18 (Fall), p. 329-336, 1990.",
            "doi": null,
            "url": null
        },
        {
            "citation": "THOMPSON, C.J.; TROESTER, M. Consumer Value Systems in the Age of Postmodern Fragmentation: The Case of the Natural Health Microculture. Journal of Consumer Research, vol. 28, march-2002.",
            "doi": null,
            "url": null
        },
        {
            "citation": "UNDERWOOD, Benton. Attributes of Memory. Psychological Review, v.76, pp.559-573, nov-1969.",
            "doi": null,
            "url": null
        },
        {
            "citation": "VILAS BOAS, L. H. B.; SETTE, R. S.; BRITO, M. J. Comportamento do Consumidor de Produtos Orgânicos: uma aplicação da teoria da cadeia de meios e fins. Organizações Rurais & Agroindustriais, Lavras, v.8, n.1, p. 25-39, jan-abril, 2006.",
            "doi": null,
            "url": null
        },
        {
            "citation": "Wärneryd, K. E. The Life and Work of George Katona. Journal of Economic Psychology, 2, p.1-31, 1982.",
            "doi": null,
            "url": null
        },
        {
            "citation": "WELLS, W. D. Psychographics: a critical review. Journal of Marketing Research, 12, pp.196-213, may-1975.",
            "doi": null,
            "url": null
        },
        {
            "citation": "WIND, Y.; ROBERTSON, T. S. Marketing strategy: new directions for theory and research. Journal of Marketing, v. 47, Spring, pp.12-25, 1983.",
            "doi": null,
            "url": null
        }
    ],
    "relations": [],
    "created_at": "2026-10-12 23:35:56",
    "updated_at": "2026-10-13 01:37:05"
}