%0 Journal Article
%T HEURISTICS IN THE CONSUMPTION OF HIGHER EDUCATION SERVICES DOI: 10.5585/remark.v9i1.2143 HEUR¨ªSTICAS NO CONSUMO DE SERVI OS DE EDUCA  O SUPERIOR DOI: 10.5585/remark.v9i1.2143
%A Mauro Jonathan Mestrinel dos Santos
%A Eduardo Eug¨ºnio Spers
%A Mateus Canniatti Ponchio
%A Thelma Val¨¦ria Rocha
%J REMark : Revista Brasileira de Marketing
%D 2010
%I 
%R 10.5585/remark.v9i1.2143
%X Although relevant in the international literature, there are few studies on economic psychology conducted in Brazil. The objective of this study is to explore this gap and present evidence to help understand the consumer decision processes regarding the choice of higher education services. The field research is based on situations and sceneries that were built after a review of the heuristics literature. Data collection was divided in two periods and conducted among college students and higher education professionals. The results indicate presence of heuristics in the situations and sceneries investigated. The difficulty to make use of an empirically reliable instrument to measure the influence of heuristics on consumer decision processes suggest that further studies should be conducted, in Brazil, in different contexts, to confirm the results described in this study. Embora relevante na literatura internacional, a psicologia econ mica tem sido pouco explorada no ambito nacional. O objetivo deste estudo ¨¦ preencher esta lacuna e apresentar subs¨ªdios para o melhor entendimento dos processos decis¨®rios do consumidor, tendo como foco emp¨ªrico os servi os universit¨¢rios. A pesquisa de campo ¨¦ baseada em situa  es ou cen¨¢rios constru¨ªdos hipoteticamente a partir de revis o de literatura sobre heur¨ªstica. A coleta de dados foi dividida em duas fases e conduzida junto a estudantes universit¨¢rios e profissionais do segmento educacional. Os resultados apontam ind¨ªcios da presen a das heur¨ªsticas nos cen¨¢rios apresentados. A dificuldade em operacionalizar um m¨¦todo de coleta confi¨¢vel para um teste conclusivo sobre a presen a das heur¨ªsticas sugere que mais trabalhos em n¨ªvel nacional, que explorem atividades econ micas distintas, devam ser realizados.
%K Heuristics
%K Educational Segment
%K University Services
%K Consumer Behavior.
%U http://www.revistabrasileiramarketing.org/ojs-2.2.4/index.php/remark/article/view/2143