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Reaccionamos todos de la misma forma ante un vendedor poco ético? Influencia de las características psicográficas del consumidor sobre su intención de compra en el contexto de venta minorista

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Abstract (2. Language): 
The opportunity to behave unethically (cheating, lying, pressure), and the risk of such thing to happen, is higher in the context of selling than other areas of the company. Salespeople are subject to higher levels of pressure to perform due to their revenue-generating role and the selling firm’s quota system. This pressure is even greater in crisis times, and can motivate ethically questionable sales actions, of which consumers end up being “victims”. However, when faced with these actions, do consumers react in the same way? If not, what consumers’ traits could have an influence on their different reactions? This paper analyzes how certain consumer’s psychographic characteristics, which are related to the importance that they attach to ethical considerations in their judgments and decisions (level of machiavellianism, materialism, idealism and relativism) may change their purchase intention in ethically questionable retail situations.
Abstract (Original Language): 
La oportunidad de comportarse de manera no ética (engaños, mentiras, presiones, etc.) y el riesgo de que esto ocurra son mayores en el ámbito comercial que en otras áreas de la empresa. Los comerciales están sujetos a una creciente presión, dado que son los principales responsables de generar ingresos para la organización y su remuneración depende en muchos casos de los resultados u objetivos alcanzados. Dicha presión es aún mayor en tiempos de crisis. Esto puede motivar actuaciones de venta éticamente cuestionables de las que terminan siendo “víctimas” los consumidores. Sin embargo, ante dichas actuaciones, ¿reaccionan todos de la misma forma? De no ser así, ¿qué rasgos de los consumidores podrían relacionarse con sus distintas reacciones? Este trabajo analiza hasta qué punto determinadas características psicográficas del consumidor, relacionadas con la importancia que este otorga a las consideraciones éticas en sus juicios y sus decisiones (su grado de maquiavelismo, materialismo, idealismo y relativismo), pueden modificar su intención de compra ante comportamientos de venta éticamente cuestionables en el entorno minorista.



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