A culpa das mães como antecedente do consumo

Detalhes bibliográficos
Autor(a) principal: Lima, Suzana Valente Battistella
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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spelling 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
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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
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repository.name.fl_str_mv Repositório Institucional do FGV (FGV Repositório Digital) - Fundação Getulio Vargas (FGV)
repository.mail.fl_str_mv
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