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O comportamento pró-social do dador de alimentos

Published in 2019 by Fabiana Micaela da Silva Duarte
This paper is available in a repository.
This paper is available in a repository.

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Question mark in circle
Preprint: policy unknown
Question mark in circle
Postprint: policy unknown
Question mark in circle
Published version: policy unknown

Abstract

A presente dissertação teve como principal objetivo testar a hipótese de que seria possível estimular o comportamento pró-social de um individuo através de mensagens com efeito framing positivo, de acordo com a prospect theory. Durante duas semanas foi realizada uma experiência em quatro mercearias, com o objetivo de validar a mencionada hipótese. A experiência consistiu num pedido de alimentos para uma instituição, onde foram colocadas nas mercearias quatro mensagens: duas com framing positivo e duas com framing negativo, em locais distintos. Na primeira semana foi colocado apenas o pedido de alimentos, sem mensagens (grupo de controlo). Na segunda semana foram colocadas as mensagens nas mercearias, tendo posteriormente sido contadas as doações em cada mercearia e verificados os efeitos de cada mensagem. Os resultados da investigação demonstraram que as mercearias onde foram colocadas as mensagens com o framing positivo obtiveram um número de doações superior em relação à semana de controlo, e em relação às mercearias onde foram colocadas as mensagens com framing negativo. Por conseguinte, os resultados sugerem que o efeito framing positivo estimulou o comportamento pró-social das pessoas. ; This thesis aims to test the hypothesis that it would be possible to stimulate pro-social behavior of humans, by means of positive framing effect messages, according to prospect theory. During two weeks, an experiment was conducted at four grocery stores, in order to validate this hypothesis. The experiment consisted in several public collections for a charitable organization, where four messages were placed at the stores, with the objective of collecting foodstuffs: two of them based on positive framing and the remaining on negative framing, in different locations. In the first week, the collection was carried out without any messages (control group). On the other hand, a different approach was used in the second week and the messages were placed strategically at the grocery stores. Finally, the donations were counted and analyzed, in order to understand the effects of each message. The research results showed that, comparing to both control and negative framing case scenarios, grocery stores with positive framing messages obtained more donations. Therefore, the results suggested that the positive framing has stimulated pro-social behavior of people.