Revista de Administração da UFSM

Algorithmic influence and consumer decision-making: empirical evidence on the limitations of predictive AI in marketing communication management

Pabllo Barcellos Soares Ferreira — 2026-03-24

Purpose: This study investigates the convergence and divergence between visual attention predictions generated by predictive Artificial Intelligence (AI) models and empirical patterns of visual attention of Brazilian consumers, and discusses the limitations of AI-generated models in supporting managerial decision-making in marketing and communication.

Design/methodology/approach: We adopt a comparative empirical design that integrates three studies based on eye tracking with Brazilian consumers—two from the literature and one original experiment with menu-type stimuli. The empirical data were compared with results generated by a predictive AI system predominantly trained with Euro-American databases.

Results: The results show consistent divergences between human attentional patterns and algorithmic predictions. While AI tended to overestimate visually salient elements, Brazilian consumers showed greater sensitivity to contextual, textual, and semantically relevant information for decision-making.

Limitations/implications of the study: The study focuses on a single cultural context and a specific predictive AI system, which limits the generalizability of the results to other markets and algorithmic models.

Practical implications: The findings alert managers to the risks of uncritical use of predictive AI in marketing communication management, indicating the need for local empirical validation and complementary use of algorithmic tools and consumer research.

Social implications: The study contributes to the debate on decision-making autonomy and consumer well-being by showing that inaccurate algorithmic predictions can increase cognitive overload and compromise consumer experiences.

Originality/value: The study offers unprecedented empirical evidence in an emerging market, expanding the literature on algorithmic influence by integrating cognitive, cultural, and managerial dimensions in the evaluation of AI use in marketing.

Influence of leadership style on the management control system in the undersecretariat of the Ministry of Health

Leandro Mendes — 2026-03-24

The study analyzes, based on the perception of civil servants led by the Undersecretariat for Administrative Affairs of the Ministry of Health, the influence of transactional and transformational leadership styles on the use of management control systems (MCS). To this end, a survey was conducted with civil servants from administrative units of the Ministry of Health, using research instruments adapted from Souza and Junior (2018) and Damke et al. (2011). These instruments, in turn, are derived from the theoretical models of Bass and Avolio (1995) and Simons (1995), allowing for the collection of respondents’ perceptions of both their managers’ leadership style and the use of MCS. The sample consists of 72 subordinates, whose responses to the questionnaire were provided via Google Forms. Descriptive statistics were used in the data analysis, and Structural Equation Modeling was applied for hypothesis testing. The results showed that transformational leadership is not a precursor to the use of MCS and that, in the public sector, considering the administrative units surveyed, transactional leadership style plays an important role in explaining the choices of diagnostic and interactive systems, but not the belief system or the limits system. The study also provides insights into the preponderance of followers inclined toward the premises of homo economicus.

Sustainable universities: the role of accounting, management and ESG

Clayton dos Santos Lima — 2026-03-24

Purpose: This study aims to examine how accounting, management, and Environmental, Social, and Governance (ESG) practices influence the sustainability strategies of universities listed in the Green Metrics ranking.

Methodology: A quantitative approach was conducted with 106 Higher Education Institutions (HEIs) included in the ranking. The data collection instrument was developed through methodological triangulation, combining a Systematic Literature Review (SLR), analysis of institutional reports, and a structured questionnaire validated by experts. This design enabled the identification of impact studies and key sustainable practices already implemented in HEIs.

Findings: The analysis revealed the main variables adopted by ranked institutions, the critical factors that foster sustainability and stakeholder engagement, and the correlations that highlight the role of planning in advancing sustainable development.

Public Administration and Agenda Setting: A Systematic Review Across Three Platforms

Arthur de Oliveira Freitas Hoelz Magalhães Lyrio — 2026-03-24

Purpose: Public administration is profoundly influenced by the sociopolitical context, which shapes its institutional identity, strategies, and agenda. Agenda-setting theory plays a central role in the theoretical debate on Public Policy and Management. This study investigates the contemporary debate on agenda-setting in administrative and organizational studies in Brazil.

Design/Methodology/Approach: To conduct the study, a Systematic Literature Review (SLR) was conducted on national and international platforms, including Scielo Brasil, Spell, and Web of Science.

Findings: The results show a growth in scientific production in recent years, with greater use of the punctuated equilibrium model in national research and an increase in international collaborations. Emerging themes include climate change, sustainability, and the role of multilateral development banks, especially in Asia.

Originality/Value: This research emulates and updates previous works, expanding the search to identify new articles on the topic, thus advancing knowledge about agenda-setting in scientific research on public policy.

Keywords: Public Administration; Agenda-Setting; Systematic Literature Review