Dentifying Values of Students in Courses Postgraduate Distance: A Theoretical and Methodological Approach of Means-End Chains

Detalhes bibliográficos
Autor(a) principal: Oliveira, Alessandro Silva
Data de Publicação: 2011
Outros Autores: Silva, Matheus Alberto Rodrigues, Vilas Boas, Luiz Henrique de Barros
Tipo de documento: Artigo
Idioma: por
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/12538
Resumo: The concept of value in studies of consumption proposes that customers seek satisfaction of their personal values which are the real determinants of consumer behavior. The objective of this paper is to identify the values of lato sensu graduate students of distance. We used the theoretical-methodological approach of Means-End Chains theory and Laddering method of scheduling. Analysis of results indicate that students are interested in creating the conditions for the establishment of a family or to ensure decent conditions of survival, predominately how to ensure good schools for children, access to quality healthcare, home ownership and having a financial surplus for leisure activities. Figures on an individual level identified students that have the value "recognition" are motivated by personal success through demonstrating competence and social recognition. The value "enjoy life" awakens in people the desire to promote the gratification and personal pleasure andboth are related to social recognition, enjoyment, pleasure and self-realization, where the preferences are their own personal interests to the detriment of the collective.Doi:10.5585/Remark.V10i1.2214
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spelling Dentifying Values of Students in Courses Postgraduate Distance: A Theoretical and Methodological Approach of Means-End ChainsIdentificando Valores de Estudantes de Cursos de Pós-Graduação Lato Sensu a Distância: Uma Abordagem Teórico-Metodológica da Means-End ChainDistance Education; Laddering; Means and Chains.Means-End Chains, Laddering, Educação a DistânciaThe concept of value in studies of consumption proposes that customers seek satisfaction of their personal values which are the real determinants of consumer behavior. The objective of this paper is to identify the values of lato sensu graduate students of distance. We used the theoretical-methodological approach of Means-End Chains theory and Laddering method of scheduling. Analysis of results indicate that students are interested in creating the conditions for the establishment of a family or to ensure decent conditions of survival, predominately how to ensure good schools for children, access to quality healthcare, home ownership and having a financial surplus for leisure activities. Figures on an individual level identified students that have the value "recognition" are motivated by personal success through demonstrating competence and social recognition. The value "enjoy life" awakens in people the desire to promote the gratification and personal pleasure andboth are related to social recognition, enjoyment, pleasure and self-realization, where the preferences are their own personal interests to the detriment of the collective.Doi:10.5585/Remark.V10i1.2214A proposta central do conceito de valor em estudos de consumo de que os clientes buscam a satisfao dos seus valores pessoais, que so os verdadeiros determinantes do comportamento de consumo. Nessa perspectiva, o objetivo do trabalho identificar os valores de estudantes de cursos de ps-graduao lato sensu a distncia. Para tanto, utilizou-se a abordagem terico-metodolgica da Means-End Chains e o mtodo de escalonamento Laddering. As anlises dos resultados indicam que os estudantes esto interessados em criar as condies para o estabelecimento de uma famlia ou de assegurar condies dignas de sobrevivncia, como garantir bons estudos para os filhos, acesso a sade de qualidade, possuir casa prpria e ter um excedente financeiro para atividades de lazer. No obstante, valores de cunho individual tambm foram identificados, estudantes que possuem o valor reconhecimento possuem motivaes por sucesso pessoal atravs da demonstrao de competncia e reconhecimento social. O valor aproveitar a vida desperta nos indivduos o desejo de promover a gratificao e o prazer pessoal. Ambos esto relacionados com reconhecimento social, diverso, prazer e auto-realizao, onde as preferncias so os prprios interesses pessoais em detrimento do coletivo. DOI: 10.5585/remark.v10i1.2214Universidade Nove de Julho - Uninove2011-09-05info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1253810.5585/remark.v10i1.2214ReMark - Revista Brasileira de Marketing; v. 10, n. 1 (2011): janeiro - abril; 97-1222177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12538/6092Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessOliveira, Alessandro SilvaSilva, Matheus Alberto RodriguesVilas Boas, Luiz Henrique de Barros2019-06-21T14:42:32Zoai:https://periodicos.uninove.br:article/12538Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-06-21T14:42:32REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv Dentifying Values of Students in Courses Postgraduate Distance: A Theoretical and Methodological Approach of Means-End Chains
Identificando Valores de Estudantes de Cursos de Pós-Graduação Lato Sensu a Distância: Uma Abordagem Teórico-Metodológica da Means-End Chain
title Dentifying Values of Students in Courses Postgraduate Distance: A Theoretical and Methodological Approach of Means-End Chains
spellingShingle Dentifying Values of Students in Courses Postgraduate Distance: A Theoretical and Methodological Approach of Means-End Chains
Oliveira, Alessandro Silva
Distance Education; Laddering; Means and Chains.
Means-End Chains, Laddering, Educação a Distância
title_short Dentifying Values of Students in Courses Postgraduate Distance: A Theoretical and Methodological Approach of Means-End Chains
title_full Dentifying Values of Students in Courses Postgraduate Distance: A Theoretical and Methodological Approach of Means-End Chains
title_fullStr Dentifying Values of Students in Courses Postgraduate Distance: A Theoretical and Methodological Approach of Means-End Chains
title_full_unstemmed Dentifying Values of Students in Courses Postgraduate Distance: A Theoretical and Methodological Approach of Means-End Chains
title_sort Dentifying Values of Students in Courses Postgraduate Distance: A Theoretical and Methodological Approach of Means-End Chains
author Oliveira, Alessandro Silva
author_facet Oliveira, Alessandro Silva
Silva, Matheus Alberto Rodrigues
Vilas Boas, Luiz Henrique de Barros
author_role author
author2 Silva, Matheus Alberto Rodrigues
Vilas Boas, Luiz Henrique de Barros
author2_role author
author
dc.contributor.author.fl_str_mv Oliveira, Alessandro Silva
Silva, Matheus Alberto Rodrigues
Vilas Boas, Luiz Henrique de Barros
dc.subject.por.fl_str_mv Distance Education; Laddering; Means and Chains.
Means-End Chains, Laddering, Educação a Distância
topic Distance Education; Laddering; Means and Chains.
Means-End Chains, Laddering, Educação a Distância
description The concept of value in studies of consumption proposes that customers seek satisfaction of their personal values which are the real determinants of consumer behavior. The objective of this paper is to identify the values of lato sensu graduate students of distance. We used the theoretical-methodological approach of Means-End Chains theory and Laddering method of scheduling. Analysis of results indicate that students are interested in creating the conditions for the establishment of a family or to ensure decent conditions of survival, predominately how to ensure good schools for children, access to quality healthcare, home ownership and having a financial surplus for leisure activities. Figures on an individual level identified students that have the value "recognition" are motivated by personal success through demonstrating competence and social recognition. The value "enjoy life" awakens in people the desire to promote the gratification and personal pleasure andboth are related to social recognition, enjoyment, pleasure and self-realization, where the preferences are their own personal interests to the detriment of the collective.Doi:10.5585/Remark.V10i1.2214
publishDate 2011
dc.date.none.fl_str_mv 2011-09-05
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/12538
10.5585/remark.v10i1.2214
url https://periodicos.uninove.br/remark/article/view/12538
identifier_str_mv 10.5585/remark.v10i1.2214
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/12538/6092
dc.rights.driver.fl_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 10, n. 1 (2011): janeiro - abril; 97-122
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
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