Dentifying Values of Students in Courses Postgraduate Distance: A Theoretical and Methodological Approach of Means-End Chains
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Data de Publicação: | 2011 |
Outros Autores: | , |
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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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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1799138642946424832 |