Valores humanos como moderadores e supressores na preferência do consumidor por marcas e produtos / Humans values as moderators and suppressors of consumer's preference for brands and products / Valores humanos como moderadores y supresores de preferencia del consumidor por marcas y productos

Alguns estudos presumem que a predição dos valores humanos sobre as escolhas dos consumidores é mediada pelas atitudes dos produtos, todavia não testam se eles são moderadores dessa relação e supressores da escolha anterior. A moderação e supressão seriam prováveis ao observar a qualidade e o grau das intensificações ou atenuações dos valores nas decisões e nas inércias das escolhas, não pressupondo serem causas delas. Efetuaram-se testes de interação dos valores junto à importância dos critérios de decisão para predizer preferência por produtos e marcas, considerando a escolha anterior. As regressões logísticas e ordinais demonstram que os valores humanos moderam a relação decisões-preferência e suprimem a influência inercial da escolha anterior com bons ajustes e poderes preditivos. Os resultados auxiliam a compreender o papel dos valores humanos nas escolhas dos consumidores...

Some studies assume that the prediction of human values on consumer choices is mediated by the attitudes of the products, but do not test if they are moderators of this relation and suppressors of the previous choice. The moderation and suppression would be likely observing the quality and level of intensification or attenuation of the values on decisions and on the inertia of choices, assuming they are not causes of them. We performed interaction tests of values with the importance of decision criteria to predict preference for products and brands, considering the previous choice. Logistic and ordinal regressions reveal that human values moderate the decisions regarding preference and suppress the inertial influence of previous choice with good fit and predictive power. The results help to understand the role of human values on consumer choices...

Algunos estudios suponen que la predicción de los valores humanos en las opciones del consumidor es mediada por las actitudes de los productos, pero no prueban si son moderadores de esta relación y supresores de la opción anterior. La moderación y la supresión serían probables observando la calidad y el grado de intensificación o atenuación de los valores en las decisiones y la inercia de las opciones, suponiendo que no son las causas de ellas. Realizamos pruebas de interacción de los valores con la importancia de los criterios de decisión para predecir la preferencia por los productos y marcas, teniendo en cuenta la opción anterior. Regresiones logísticas y ordinales demuestran que los valores humanos moderan las decisiones con respecto a la preferencia y eliminan la influencia de inercia de la opción anterior, con buenos ajustes y poderes predictivos. Los resultados ayudan a entender el papel de los valores humanos en las decisiones de consumo...

Valuation for cigarettes among University of the Philippines Manila students through stated preference methods

OBJECTIVE:The study aimed to assess the valuation for cigarettes among UP Manila students aged 18-24 through direct and indirect stated preference methods.METHODS: Direct (iterative bidding) and indirect (discrete choice experiment) stated preference methods were utilized to determine the smokers' Willingness-to-Pay (WTP) and non-smokers' Willingness-to-Accept (WTA). Median and interquartile range were used in describing both WTP and WTA. Fisher's Exact Test and T-test were performed using STATA v12 to determine the association between the identified factors.  RESULTS: Of the 212 respondents, 21 (9.91%) were smokers. The smokers' direct and indirect WTP for a cigarette stick were PhP 6.00 and PhP 12.43, respectively. There was a significant difference (p=0.01) between the results of the two methods. Meanwhile, 40.84% of the non-smokers could be induced to smoke with PhP 0.00 as their WTA. No significant association was found between the smokers' stated preference and their smoking status and allowance. The WTP of the smokers was higher than the December 2013 retail prices of cigarettes.CONCLUSION: The increased cigarette prices brought about by the Sin Tax Law were insufficient in stopping the selected UP Manila students to smoke. In addition, forty percent of non-smokers in the study could be induced to smoke. Thus, further price increase of cigarettes, as well as other tobacco control measures, is recommended to discourage smoking among the youth such as college students, specifically in UP Manila.