A psicologia e a análise do comportamento no marketing: uma análise do livro O comportamento do consumidor: comprando, possuindo e sendo (Solomon, 1996/2008)

Detalhes bibliográficos
Autor(a) principal: Gracia, Tatiana Gurgel Casanova
Data de Publicação: 2010
Tipo de documento: Dissertação
Idioma: por
Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
Texto Completo: https://tede2.pucsp.br/handle/handle/16618
Resumo: In order to understand how consumer behavior is being presented at MBA Marketing courses in Brazil it was done an analysis of the book Consumer Behavior (Solomon, 1996/2008), since it is the most recommended book in these courses. To identify and analyze the Psychology approaches in the book three lists of terms were elaborated (Behavior Analysis, Psychology and Psychological Phenomena) and then their posterior localization in the digitalized book. Three studies were conducted with the obtained data: (1) Occurrence of Behavior Analysis, Psychology and Psychological Phenomena‟s terms in the book; (2) Sources cited by the author in chapter 3 (Learning and Memory) and chapter 10 (Buy and Discard); and (3) Analysis of Behavior Analysis, Psychology and Psychological Phenomena‟s terms in the explanation of marketing‟s interest behaviors. The results of Study 1 pointed that Psychology had the minor number of terms found in the book (8) but with the major occurrence (471) when compared to Behavior Analysis (22 e 209) and Psychological Phenomena (19 e 453). Chapter 3 was identified as the chapter with most occurrence and variety of Behavior Analysis and Psychological Phenomena‟s terms while the major variety of Psychology terms were found in chapter 7 (Attitudes), the variety of Psychology terms were not concentrated in only one chapter. In Study 2 the analysis of the references cited by the author demonstrated that they were mainly classified as scientific references in chapter 3 and 10. It was verified if the references had in the source or publication title some of the Behavior Analysis, Psychology or marketing‟s terms. One source and 18 titles were classified as Behavior Analysis; half of the titles presented the term behavior. The results of Study 3 showed that the text passages which contained only Behavior Analysis terms were mainly in Chapter 3 while Psychology and Psychological Phenomena were mainly in chapter 10. As to the classifications of the terms it was possible to observe that in chapter 3 the majority of the terms were classified as scientific definition of all the categories while in chapter 10 the majority of the classifications were usage of the term . The analysis of the selected passages in which there were Behavior Analysis‟ terms classified as scientific definition showed that seven of them were about classical conditioning (marketing stimuli pairing) and eight were about operant conditioning (dealing with consequences produced by the buying behavior up until sellers training). The analysis made pointed to the presence of Behavior Analysis‟ basic concepts, restricted to classical and operant conditioning. Some hypothesis were raised to explain this restriction and there were designed some strategies to increase the application of behavior analysis knowledge to marketing
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spelling Guedes, Maria do Carmohttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4429757A6Gracia, Tatiana Gurgel Casanova2016-04-29T13:17:33Z2011-02-092010-11-26Gracia, Tatiana Gurgel Casanova. Psychology and behavior analysis at marketing: an analysis of the book Consumer Behavior (Solomon, 1996/2008). 2010. 91 f. Dissertação (Mestrado em Psicologia) - Pontifícia Universidade Católica de São Paulo, São Paulo, 2010.https://tede2.pucsp.br/handle/handle/16618In order to understand how consumer behavior is being presented at MBA Marketing courses in Brazil it was done an analysis of the book Consumer Behavior (Solomon, 1996/2008), since it is the most recommended book in these courses. To identify and analyze the Psychology approaches in the book three lists of terms were elaborated (Behavior Analysis, Psychology and Psychological Phenomena) and then their posterior localization in the digitalized book. Three studies were conducted with the obtained data: (1) Occurrence of Behavior Analysis, Psychology and Psychological Phenomena‟s terms in the book; (2) Sources cited by the author in chapter 3 (Learning and Memory) and chapter 10 (Buy and Discard); and (3) Analysis of Behavior Analysis, Psychology and Psychological Phenomena‟s terms in the explanation of marketing‟s interest behaviors. The results of Study 1 pointed that Psychology had the minor number of terms found in the book (8) but with the major occurrence (471) when compared to Behavior Analysis (22 e 209) and Psychological Phenomena (19 e 453). Chapter 3 was identified as the chapter with most occurrence and variety of Behavior Analysis and Psychological Phenomena‟s terms while the major variety of Psychology terms were found in chapter 7 (Attitudes), the variety of Psychology terms were not concentrated in only one chapter. In Study 2 the analysis of the references cited by the author demonstrated that they were mainly classified as scientific references in chapter 3 and 10. It was verified if the references had in the source or publication title some of the Behavior Analysis, Psychology or marketing‟s terms. One source and 18 titles were classified as Behavior Analysis; half of the titles presented the term behavior. The results of Study 3 showed that the text passages which contained only Behavior Analysis terms were mainly in Chapter 3 while Psychology and Psychological Phenomena were mainly in chapter 10. As to the classifications of the terms it was possible to observe that in chapter 3 the majority of the terms were classified as scientific definition of all the categories while in chapter 10 the majority of the classifications were usage of the term . The analysis of the selected passages in which there were Behavior Analysis‟ terms classified as scientific definition showed that seven of them were about classical conditioning (marketing stimuli pairing) and eight were about operant conditioning (dealing with consequences produced by the buying behavior up until sellers training). The analysis made pointed to the presence of Behavior Analysis‟ basic concepts, restricted to classical and operant conditioning. Some hypothesis were raised to explain this restriction and there were designed some strategies to increase the application of behavior analysis knowledge to marketingNo intuito de compreender como o comportamento do consumidor vem sendo apresentado em cursos de pós-graduação de marketing no Brasil, recorreu-se a análise do livro O Comportamento do consumidor: Comprando, possuindo e sendo (Solomon, 1996/2008), por ser este o mais utilizado em tais cursos. Para identificar e analisar as abordagens da Psicologia no livro foram elaboradas três listas de termos (Análise do Comportamento, Psicologia e Fenômenos Psicológicos) para sua posterior localização no livro digitalizado. Dispondo dos dados, foram então produzidos três estudos: (1) Ocorrência de termos da Análise do Comportamento, Psicologia e Fenômenos Psicológicos no livro; (2) Fontes citadas pelo autor nos capítulos 3 (Aprendizagem e Memória) e 10 (Comprar e Descartar); e (3) Análise dos termos da Psicologia, Análise do Comportamento e Fenômenos Psicológicos na explicação de comportamentos de interesse do marketing. Os resultados do Estudo 1 apontaram que a categoria Psicologia apresentou a menor quantidade de termos (8), porém com maior ocorrência (471) quando comparada a Análise do Comportamento (22 e 209) e a Fenômenos Psicológicos (19 e 453). Identificou-se o capítulo 3 como o de maior ocorrência e variedade de termos da Análise do Comportamento e de Fenômenos Psicológicos, enquanto que o capítulo de maior ocorrência de termos da Psicologia foi o 7 (Atitude) e em variedade não houve destaque para um único capítulo. No Estudo 2, a análise das referências utilizadas pelo autor demonstrou a predominância de fontes classificadas como científicas nos capítulos 3 e 10. Verificou-se se as referências continham na fonte ou no título termos da Análise do Comportamento, da Psicologia ou específicos do marketing. Foram identificados uma fonte e 18 títulos classificados como da Análise do Comportamento, sendo que metade (9) destes apresentou o termo behavior no título. Os resultados do Estudo 3 demonstraram que trechos que continham exclusivamente termos da Análise do Comportamento foram predominantes no capítulo 3, enquanto que das categorias Psicologia e Fenômenos Psicológicos a predominância se deu no capítulo 10. Em se tratando da classificação dos termos, foi possível observar que no capítulo 3 predominaram as definições científicas das três categorias enquanto que no capítulo 10 o uso . A análise dos trechos que continham termos da Análise do Comportamento classificados como definição científica , sete tratavam de condicionamento clássico (emparelhamento de estímulos de marketing), e oito de condicionamento operante (desde conseqüências produzidas pela compra e uso de um produto até estratégia de treinamento de vendedores). A análise realizada apontou a presença dos conceitos básicos da abordagem, restritos aos processos de condicionamento clássico e operante. Algumas hipóteses foram levantadas para explicar tal restrição e ainda foram delineadas possíveis iniciativas para ampliar a aplicação dos conhecimentos da abordagem ao marketingapplication/pdfapplication/vnd.ms-excelhttp://tede2.pucsp.br/tede/retrieve/35302/Tatiana%20Gurgel%20Casanova%20Gracia.pdf.jpgporPontifícia Universidade Católica de São PauloPrograma de Estudos Pós-Graduados em Psicologia Experimental: Análise do ComportamentoPUC-SPBRPsicologiaAnálise do comportamentoComportamento do consumidorPsicologiaBehavior analysisMarketingConsumer behaviorPsychologyCNPQ::CIENCIAS HUMANAS::PSICOLOGIA::PSICOLOGIA EXPERIMENTALA psicologia e a análise do comportamento no marketing: uma análise do livro O comportamento do consumidor: comprando, possuindo e sendo (Solomon, 1996/2008)Psychology and behavior analysis at marketing: an analysis of the book Consumer Behavior (Solomon, 1996/2008)info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da PUC_SPinstname:Pontifícia Universidade Católica de São Paulo (PUC-SP)instacron:PUC_SPTEXTTatiana Gurgel Casanova Gracia.pdf.txtTatiana Gurgel Casanova Gracia.pdf.txtExtracted texttext/plain180366https://repositorio.pucsp.br/xmlui/bitstream/handle/16618/3/Tatiana%20Gurgel%20Casanova%20Gracia.pdf.txt11a49d1d5865246260a7d92a403944afMD53ORIGINALTatiana Gurgel Casanova Gracia.pdfapplication/pdf1106978https://repositorio.pucsp.br/xmlui/bitstream/handle/16618/1/Tatiana%20Gurgel%20Casanova%20Gracia.pdfd83412e391d016e3b756fc79f54d4a1aMD51THUMBNAILTatiana Gurgel Casanova Gracia.pdf.jpgTatiana Gurgel Casanova Gracia.pdf.jpgGenerated Thumbnailimage/jpeg2101https://repositorio.pucsp.br/xmlui/bitstream/handle/16618/2/Tatiana%20Gurgel%20Casanova%20Gracia.pdf.jpgfca0d01c46cfd235c9711b37ac8866c4MD52handle/166182022-04-28 14:08:58.202oai:repositorio.pucsp.br:handle/16618Biblioteca Digital de Teses e Dissertaçõeshttps://sapientia.pucsp.br/https://sapientia.pucsp.br/oai/requestbngkatende@pucsp.br||rapassi@pucsp.bropendoar:2022-04-28T17:08:58Biblioteca Digital de Teses e Dissertações da PUC_SP - Pontifícia Universidade Católica de São Paulo (PUC-SP)false
dc.title.por.fl_str_mv A psicologia e a análise do comportamento no marketing: uma análise do livro O comportamento do consumidor: comprando, possuindo e sendo (Solomon, 1996/2008)
dc.title.alternative.eng.fl_str_mv Psychology and behavior analysis at marketing: an analysis of the book Consumer Behavior (Solomon, 1996/2008)
title A psicologia e a análise do comportamento no marketing: uma análise do livro O comportamento do consumidor: comprando, possuindo e sendo (Solomon, 1996/2008)
spellingShingle A psicologia e a análise do comportamento no marketing: uma análise do livro O comportamento do consumidor: comprando, possuindo e sendo (Solomon, 1996/2008)
Gracia, Tatiana Gurgel Casanova
Análise do comportamento
Comportamento do consumidor
Psicologia
Behavior analysis
Marketing
Consumer behavior
Psychology
CNPQ::CIENCIAS HUMANAS::PSICOLOGIA::PSICOLOGIA EXPERIMENTAL
title_short A psicologia e a análise do comportamento no marketing: uma análise do livro O comportamento do consumidor: comprando, possuindo e sendo (Solomon, 1996/2008)
title_full A psicologia e a análise do comportamento no marketing: uma análise do livro O comportamento do consumidor: comprando, possuindo e sendo (Solomon, 1996/2008)
title_fullStr A psicologia e a análise do comportamento no marketing: uma análise do livro O comportamento do consumidor: comprando, possuindo e sendo (Solomon, 1996/2008)
title_full_unstemmed A psicologia e a análise do comportamento no marketing: uma análise do livro O comportamento do consumidor: comprando, possuindo e sendo (Solomon, 1996/2008)
title_sort A psicologia e a análise do comportamento no marketing: uma análise do livro O comportamento do consumidor: comprando, possuindo e sendo (Solomon, 1996/2008)
author Gracia, Tatiana Gurgel Casanova
author_facet Gracia, Tatiana Gurgel Casanova
author_role author
dc.contributor.advisor1.fl_str_mv Guedes, Maria do Carmo
dc.contributor.authorLattes.fl_str_mv http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4429757A6
dc.contributor.author.fl_str_mv Gracia, Tatiana Gurgel Casanova
contributor_str_mv Guedes, Maria do Carmo
dc.subject.por.fl_str_mv Análise do comportamento
Comportamento do consumidor
Psicologia
topic Análise do comportamento
Comportamento do consumidor
Psicologia
Behavior analysis
Marketing
Consumer behavior
Psychology
CNPQ::CIENCIAS HUMANAS::PSICOLOGIA::PSICOLOGIA EXPERIMENTAL
dc.subject.eng.fl_str_mv Behavior analysis
Marketing
Consumer behavior
Psychology
dc.subject.cnpq.fl_str_mv CNPQ::CIENCIAS HUMANAS::PSICOLOGIA::PSICOLOGIA EXPERIMENTAL
description In order to understand how consumer behavior is being presented at MBA Marketing courses in Brazil it was done an analysis of the book Consumer Behavior (Solomon, 1996/2008), since it is the most recommended book in these courses. To identify and analyze the Psychology approaches in the book three lists of terms were elaborated (Behavior Analysis, Psychology and Psychological Phenomena) and then their posterior localization in the digitalized book. Three studies were conducted with the obtained data: (1) Occurrence of Behavior Analysis, Psychology and Psychological Phenomena‟s terms in the book; (2) Sources cited by the author in chapter 3 (Learning and Memory) and chapter 10 (Buy and Discard); and (3) Analysis of Behavior Analysis, Psychology and Psychological Phenomena‟s terms in the explanation of marketing‟s interest behaviors. The results of Study 1 pointed that Psychology had the minor number of terms found in the book (8) but with the major occurrence (471) when compared to Behavior Analysis (22 e 209) and Psychological Phenomena (19 e 453). Chapter 3 was identified as the chapter with most occurrence and variety of Behavior Analysis and Psychological Phenomena‟s terms while the major variety of Psychology terms were found in chapter 7 (Attitudes), the variety of Psychology terms were not concentrated in only one chapter. In Study 2 the analysis of the references cited by the author demonstrated that they were mainly classified as scientific references in chapter 3 and 10. It was verified if the references had in the source or publication title some of the Behavior Analysis, Psychology or marketing‟s terms. One source and 18 titles were classified as Behavior Analysis; half of the titles presented the term behavior. The results of Study 3 showed that the text passages which contained only Behavior Analysis terms were mainly in Chapter 3 while Psychology and Psychological Phenomena were mainly in chapter 10. As to the classifications of the terms it was possible to observe that in chapter 3 the majority of the terms were classified as scientific definition of all the categories while in chapter 10 the majority of the classifications were usage of the term . The analysis of the selected passages in which there were Behavior Analysis‟ terms classified as scientific definition showed that seven of them were about classical conditioning (marketing stimuli pairing) and eight were about operant conditioning (dealing with consequences produced by the buying behavior up until sellers training). The analysis made pointed to the presence of Behavior Analysis‟ basic concepts, restricted to classical and operant conditioning. Some hypothesis were raised to explain this restriction and there were designed some strategies to increase the application of behavior analysis knowledge to marketing
publishDate 2010
dc.date.issued.fl_str_mv 2010-11-26
dc.date.available.fl_str_mv 2011-02-09
dc.date.accessioned.fl_str_mv 2016-04-29T13:17:33Z
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 Gracia, Tatiana Gurgel Casanova. Psychology and behavior analysis at marketing: an analysis of the book Consumer Behavior (Solomon, 1996/2008). 2010. 91 f. Dissertação (Mestrado em Psicologia) - Pontifícia Universidade Católica de São Paulo, São Paulo, 2010.
dc.identifier.uri.fl_str_mv https://tede2.pucsp.br/handle/handle/16618
identifier_str_mv Gracia, Tatiana Gurgel Casanova. Psychology and behavior analysis at marketing: an analysis of the book Consumer Behavior (Solomon, 1996/2008). 2010. 91 f. Dissertação (Mestrado em Psicologia) - Pontifícia Universidade Católica de São Paulo, São Paulo, 2010.
url https://tede2.pucsp.br/handle/handle/16618
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