Happy hour : o processo de tomada de decisão em grupo com consumo conjunto

Abstract

Group decision making is one of the most popular behaviors to facilitate engagement with an individual, as it incorporates the group's views during the decision process. In addition, it has been widely recognized for offering individuals original and useful ideas, promoting equal and open opportunities that allow groups to express themselves and integrate with each other's perspectives, seeking to value diverse opinions. In this context, no studies have been identified that investigate group decision-making in a context of friendship, other than romantic or family. Most studies in the area study the relationship between peers. Based on this context, the present study intends to deepen the knowledge about the decision-making process, expanding the understanding to the sphere of group decision-making with joint consumption in a happy hour environment. The happy hour environment was chosen to provide an opportunity to understand how individuals make group decisions, since this type of moment provides greater interaction between people. In addition, it was decided to study the theme from the perspective of social psychology. To this end, a qualitative study of an exploratory nature was carried out. As a result, it was possible to provide a series of insights on the topic, both academic and managerial. In addition, from this study, several concepts of individual, social relations and environment and situation can be related, interdependently in the decision-making process. In this way, it was possible to propose a framework with the distribution of these aspects, which is instigated to expand by other researchers. Thus, it aims to be developed over other studies in the area, as well as in acting in other environmental contexts, in addition to happy hour, which was chosen in this study.