Template-Type: ReDIF-Article 1.0
Author-Name: Jonnathan López Hurtado                   
Author-Workplace-Name: Escuela de Postgrado. Facultad de Economía y Negocios FEN. Universidad de Chile. Chile.  
Title: Actitud hacia la marca ante un evento inesperado: Rol del pensamiento holístico y analítico
Abstract: This work aims to understand the role of holistic and analytical thinking as moderators of the attitude towards the brand adopted by an individual when facing an unexpected event that involves the reallocation of resources in different alternatives from those initially considered by the decision maker. For this purpose, the theories that compose this scenario and the effects produced in this situation are addressed. In addition, the present article proposes an integrated framework of analysis that consists of six hypotheses which should be taken to a fieldwork stage in order to confirm or modify notions that, for now, are merely predictive.   
Classification-JEL: M39
Keywords: opportunity cost, willingness to pay, pain to pay, holistic thinking, analytical thinking. 
Journal: Ciencias Administrativas
Pages: 93-104
Issue: 12
Number: 9
Year: 2018
Month: July-December
DOI: 10.24215/23143738e030
File-URL: https://revistas.unlp.edu.ar/CADM/article/view/3774
File-Format: Application/pdf
Handle: RePEc:lap:recadm:91