Title:	Cognitive heuristics in consumers negative perceptions of dairy products in digital environments.
Authors:	LOPES, B. E. A. J. SIQUEIRA, K. B. MENDES, K. NOGUEIRA, T. DESTRO, L.
Affiliation:	BRUNA EUZÉBIO ALVES JACOB LOPES, UNIVERSIDADE FEDERAL DE VIÇOSA; KENNYA BEATRIZ SIQUEIRA, CNPGL; KAROLINE MENDES, UNIVERSIDADE FEDERAL DE JUIZ DE FORA; THALLYS NOGUEIRA, UNIVERSIDADE FEDERAL DE JUIZ DE FORA; LAURA DESTRO, UNIVERSIDADE FEDERAL DE VIÇOSA.
Date Issued:	2026
Citation:	In: INTERNATIONAL FARM MANAGEMENT CONGRESS, 25., Rosario, 2026. Peer reviewed papers. Bristol: International Farm Management Association, 2026.
Pages:	p. 300-308.
Description:	Social media has become a privileged space for the circulation of information on various topics, exerting a growing influence on individual and collective perceptions. In this environment, users often resort to cognitive heuristics, i.e., mental shortcuts that simplify judgments and decisions, but which can also induce systematic biases. This study sought to identify and classify cognitive heuristics in digital discourse related to dairy products on platform X (formerly Twitter), based on a corpus of more than 400,000 negative posts collected and processed using Voyant Tools software. The methodology involved three steps: (i) selection of the most frequent words in a lexical cloud, (ii) investigation of contexts of use, and (iii) categorization of occurrences into thematic subgroups of economics, affect, anchoring, loss aversion, and availability. The results showed that dairy consumption is often associated with outrage over prices, emotional ties, and value frustrations. Everyday language has cognitive and emotional patterns that, although spontaneous, can induce distorted or biased perceptions on the part of consumers, negatively influencing their evaluation of products.
Thesagro:	Leite Consumidor
Keywords:	Economia comportamental Inteligência artificial
Type of Material:	Artigo em anais e proceedings
Access:	openAccess
Appears in Collections:	Artigo em anais de congresso (CNPGL)