A culpa das mães como antecedente do consumo
Autor(a) principal: | |
---|---|
Data de Publicação: | 2015 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Repositório Institucional do FGV (FGV Repositório Digital) |
Texto Completo: | http://hdl.handle.net/10438/13491 |
Resumo: | Guilt, a negative valence emotion, is object of interest of scientific literature in consumer behavior since 1990. Mothers are a group especially susceptible to this emotion, and this dissertation’s assumption is that this emotion influences their consumption decisions. The goal is to investigate whether guilt can be a consumption’s antecedent. This research was conducted by mixed methods approach, with mothers of children between 3 and 12 years old. The first phase was a qualitative exploratory study and the second were two experiments where hypotheses were tested: 1) mother’s guilt and the child’s influence on consumption decisions; 2) mother’s guilt and yielding to child’s requests; 3) mother’s guilt and consumption of superfluous goods; the last two relations are moderated by the mother’s style of consumption and the son’s pester power. The first experiment (projective technique) confirmed the three hypotheses, and the second experiment (direct questioning) confirmed the third hypothesis and it’s moderation. The different outcomes are the result of the research strategy, since the projective technique reduces de respondent’s defenses when the topic covered is subject to social norms (Fisher, 1998). The relevance of this study is bring empirical evidence that guilt is a consumption’s antecedent. It can bring insights to mothers and managers about the relation between mother’s guilt and consumption. |
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Lima, Suzana Valente BattistellaEscolas::EAESPBotelho, Delane2015-03-06T12:24:47Z2015-03-06T12:24:47Z2015-02-26LIMA, Suzana Valente Battistella. A culpa das mães como antecedente do consumo. Dissertação (Mestrado em Administração de Empresas) - FGV - Fundação Getúlio Vargas, São Paulo, 2015.http://hdl.handle.net/10438/13491Guilt, a negative valence emotion, is object of interest of scientific literature in consumer behavior since 1990. Mothers are a group especially susceptible to this emotion, and this dissertation’s assumption is that this emotion influences their consumption decisions. The goal is to investigate whether guilt can be a consumption’s antecedent. This research was conducted by mixed methods approach, with mothers of children between 3 and 12 years old. The first phase was a qualitative exploratory study and the second were two experiments where hypotheses were tested: 1) mother’s guilt and the child’s influence on consumption decisions; 2) mother’s guilt and yielding to child’s requests; 3) mother’s guilt and consumption of superfluous goods; the last two relations are moderated by the mother’s style of consumption and the son’s pester power. The first experiment (projective technique) confirmed the three hypotheses, and the second experiment (direct questioning) confirmed the third hypothesis and it’s moderation. The different outcomes are the result of the research strategy, since the projective technique reduces de respondent’s defenses when the topic covered is subject to social norms (Fisher, 1998). The relevance of this study is bring empirical evidence that guilt is a consumption’s antecedent. It can bring insights to mothers and managers about the relation between mother’s guilt and consumption.A culpa, uma emoção de valência negativa, é objeto de interesse da literatura científica em comportamento do consumidor desde os anos 1990. Um grupo de pessoas especialmente susceptível ao sentimento de culpa são as mães, e o pressuposto desta dissertação é que esta emoção influencia suas decisões de consumo. O objetivo aqui é investigar se a culpa pode ser um antecedente do consumo, e para isso a pesquisa foi realizada por meio de métodos mistos sequenciais com mães de crianças entre 3 e 12 anos. A primeira fase foi um estudo exploratório qualitativo e a segunda foram dois experimentos em que foram testadas hipóteses sobre as relações entre: 1) Culpa da mãe em relação ao bem estar do filho e influência do filho nas decisões de consumo; 2) Culpa da mãe em relação ao bem estar do filho e atendimento aos pedidos de compra do filho; 3) Culpa da mãe em relação ao bem estar do filho e frequência com que a mãe compra produtos supérfluos para o filho; sendo estas últimas duas relações moderadas pelo estilo de consumo da mãe e pelo poder de insistência do filho. O primeiro experimento (técnica projetiva) comprovou as três hipóteses e o segundo experimento (questionamento direto) comprovou a terceira hipótese e sua moderação. Os diferentes resultados devem-se à escolha da estratégia de pesquisa utilizada, sendo que a técnica projetiva reduz as defesas das respondentes quando o tema abordado está sujeito a normas sociais (Fisher, 1998). Este estudo tem relevância pois trouxe evidências empíricas de que a culpa é um antecedente de consumo. Pode trazer insights para as mães e para os gestores sobre a relação entre culpa e consumo.porSupérfluoAdministração de empresasConsumo (Economia)Consumo (Economia) - Aspectos psicológicosCulpaA culpa das mães como antecedente do consumoinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisreponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVinfo:eu-repo/semantics/openAccessORIGINALBattistella-Lima_Suzana_V.pdfBattistella-Lima_Suzana_V.pdfDissertaçãoapplication/pdf2783907https://repositorio.fgv.br/bitstreams/3c242065-9a5f-45a8-8556-c32397a9f313/download50cb0e2bc00e75a9b5b5f8b5a80dda29MD51LICENSElicense.txtlicense.txttext/plain; charset=utf-84707https://repositorio.fgv.br/bitstreams/758899c7-55d3-4e66-9bc4-9593b3c39b1f/downloaddfb340242cced38a6cca06c627998fa1MD52TEXTBattistella-Lima_Suzana_V.pdf.txtBattistella-Lima_Suzana_V.pdf.txtExtracted 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|
dc.title.por.fl_str_mv |
A culpa das mães como antecedente do consumo |
title |
A culpa das mães como antecedente do consumo |
spellingShingle |
A culpa das mães como antecedente do consumo Lima, Suzana Valente Battistella Supérfluo Administração de empresas Consumo (Economia) Consumo (Economia) - Aspectos psicológicos Culpa |
title_short |
A culpa das mães como antecedente do consumo |
title_full |
A culpa das mães como antecedente do consumo |
title_fullStr |
A culpa das mães como antecedente do consumo |
title_full_unstemmed |
A culpa das mães como antecedente do consumo |
title_sort |
A culpa das mães como antecedente do consumo |
author |
Lima, Suzana Valente Battistella |
author_facet |
Lima, Suzana Valente Battistella |
author_role |
author |
dc.contributor.unidadefgv.por.fl_str_mv |
Escolas::EAESP |
dc.contributor.author.fl_str_mv |
Lima, Suzana Valente Battistella |
dc.contributor.advisor1.fl_str_mv |
Botelho, Delane |
contributor_str_mv |
Botelho, Delane |
dc.subject.por.fl_str_mv |
Supérfluo |
topic |
Supérfluo Administração de empresas Consumo (Economia) Consumo (Economia) - Aspectos psicológicos Culpa |
dc.subject.area.por.fl_str_mv |
Administração de empresas |
dc.subject.bibliodata.por.fl_str_mv |
Consumo (Economia) Consumo (Economia) - Aspectos psicológicos Culpa |
description |
Guilt, a negative valence emotion, is object of interest of scientific literature in consumer behavior since 1990. Mothers are a group especially susceptible to this emotion, and this dissertation’s assumption is that this emotion influences their consumption decisions. The goal is to investigate whether guilt can be a consumption’s antecedent. This research was conducted by mixed methods approach, with mothers of children between 3 and 12 years old. The first phase was a qualitative exploratory study and the second were two experiments where hypotheses were tested: 1) mother’s guilt and the child’s influence on consumption decisions; 2) mother’s guilt and yielding to child’s requests; 3) mother’s guilt and consumption of superfluous goods; the last two relations are moderated by the mother’s style of consumption and the son’s pester power. The first experiment (projective technique) confirmed the three hypotheses, and the second experiment (direct questioning) confirmed the third hypothesis and it’s moderation. The different outcomes are the result of the research strategy, since the projective technique reduces de respondent’s defenses when the topic covered is subject to social norms (Fisher, 1998). The relevance of this study is bring empirical evidence that guilt is a consumption’s antecedent. It can bring insights to mothers and managers about the relation between mother’s guilt and consumption. |
publishDate |
2015 |
dc.date.accessioned.fl_str_mv |
2015-03-06T12:24:47Z |
dc.date.available.fl_str_mv |
2015-03-06T12:24:47Z |
dc.date.issued.fl_str_mv |
2015-02-26 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
LIMA, Suzana Valente Battistella. A culpa das mães como antecedente do consumo. Dissertação (Mestrado em Administração de Empresas) - FGV - Fundação Getúlio Vargas, São Paulo, 2015. |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10438/13491 |
identifier_str_mv |
LIMA, Suzana Valente Battistella. A culpa das mães como antecedente do consumo. Dissertação (Mestrado em Administração de Empresas) - FGV - Fundação Getúlio Vargas, São Paulo, 2015. |
url |
http://hdl.handle.net/10438/13491 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.source.none.fl_str_mv |
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Repositório Institucional do FGV (FGV Repositório Digital) |
bitstream.url.fl_str_mv |
https://repositorio.fgv.br/bitstreams/3c242065-9a5f-45a8-8556-c32397a9f313/download https://repositorio.fgv.br/bitstreams/758899c7-55d3-4e66-9bc4-9593b3c39b1f/download https://repositorio.fgv.br/bitstreams/fdddb8e3-9dea-44ef-ab29-ec28c3d2d0c7/download https://repositorio.fgv.br/bitstreams/ed535e77-e9e1-42a9-bc9a-d8eebc64f523/download |
bitstream.checksum.fl_str_mv |
50cb0e2bc00e75a9b5b5f8b5a80dda29 dfb340242cced38a6cca06c627998fa1 61133058f32e3c7b6f91f7a83719e19e 60c34e0fcd52cd556f220d825001a691 |
bitstream.checksumAlgorithm.fl_str_mv |
MD5 MD5 MD5 MD5 |
repository.name.fl_str_mv |
Repositório Institucional do FGV (FGV Repositório Digital) - Fundação Getulio Vargas (FGV) |
repository.mail.fl_str_mv |
|
_version_ |
1813797630898077696 |