The Mediator Role of Emotions in the Relationship Between Female Hormones and Indulgent Choose
Autor(a) principal: | |
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Data de Publicação: | 2018 |
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/12219 |
Resumo: | It is known that consumer behavior is influenced by several factors; among them, physiological factors little explored in research and influence of hormonal changes in women's consumer behavior. Different hormones peaks arising from the female menstrual cycle not only cause physical changes in the woman's body, but it also changes in their way of acting and behavior. Thus, the goal of the research is to understand the female hormonal effect on emotions, and these the choices for indulgent products. Therefore, in this study 164 women of reproductive age between 18 and 39 years in different phases of the menstrual cycle. To show relationship with three distinct variables and test the hypothesis, mediation used by regression to explain the indirect effect of hormonal period in choosing the indulgent list, mediated by emotion. The results suggest that the hormonal changes, caused by the female menstrual cycle, where there is an increase in hormonal activity, negatively may affect the negative emotions, in other words, the highest hormone production will generate less negative emotions, which in turn favor the choice of less indulgent products (healthier). |
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The Mediator Role of Emotions in the Relationship Between Female Hormones and Indulgent ChooseO Papel Mediador das Emoções na Relação entre Hormônios Femininos e Escolha IndulgenteFemale Hormones; Emotions; Indulgence; Decision Making; Consumer Behavior.Hormônios Femininos; Emoções; Indulgência; Tomada de Decisão; Comportamento do Consumidor.It is known that consumer behavior is influenced by several factors; among them, physiological factors little explored in research and influence of hormonal changes in women's consumer behavior. Different hormones peaks arising from the female menstrual cycle not only cause physical changes in the woman's body, but it also changes in their way of acting and behavior. Thus, the goal of the research is to understand the female hormonal effect on emotions, and these the choices for indulgent products. Therefore, in this study 164 women of reproductive age between 18 and 39 years in different phases of the menstrual cycle. To show relationship with three distinct variables and test the hypothesis, mediation used by regression to explain the indirect effect of hormonal period in choosing the indulgent list, mediated by emotion. The results suggest that the hormonal changes, caused by the female menstrual cycle, where there is an increase in hormonal activity, negatively may affect the negative emotions, in other words, the highest hormone production will generate less negative emotions, which in turn favor the choice of less indulgent products (healthier). sabido que o comportamento de consumo influenciado por diversos fatores; dentre eles, fatores fisiolgicos pouco explorados em pesquisas como a influncia da alterao hormonal no comportamento de consumo feminino. Os diferentes picos de hormnios decorrentes do ciclo menstrual feminino no s provocam mudanas fsicas no organismo da mulher, mas como tambm mudanas no seu modo de agir e no seu comportamento. Desse modo, o objetivo da pesquisa entender o efeito hormonal feminino nas emoes, e estas nas escolhas por produtos indulgentes. Para tanto, participaram deste estudo 164 mulheres em perodo reprodutivo com idades entre 18 e 39 anos em diferentes fases do ciclo hormonal. Para estabelecer relao com trs variveis distintas e testar a hiptese, utilizou-se a mediao por meio da regresso para explicar o efeito indireto do perodo hormonal na escolha pela lista indulgente, mediada pela emoo. Os resultados sugerem que as alteraes hormonais, ocasionadas pelo ciclo menstrual feminino, no qual h um aumento na atividade hormonal, possam influenciar negativamente as emoes negativas, ou seja, a maior produo hormonal gerar menos emoes negativas, que por sua vez favorecer a escolha de produtos menos indulgentes (mais saudveis).Universidade Nove de Julho - Uninove2018-02-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1221910.5585/remark.v17i1.3334ReMark - Revista Brasileira de Marketing; v. 17, n. 1 (2018): Janeiro - Março; 117-1272177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12219/5863Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessRuffatto, JulianeSerafin, Vanessa FaedoDecesaro, LeonardoBasso, Kenny2019-02-19T17:37:38Zoai:https://periodicos.uninove.br:article/12219Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-02-19T17:37:38REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
The Mediator Role of Emotions in the Relationship Between Female Hormones and Indulgent Choose O Papel Mediador das Emoções na Relação entre Hormônios Femininos e Escolha Indulgente |
title |
The Mediator Role of Emotions in the Relationship Between Female Hormones and Indulgent Choose |
spellingShingle |
The Mediator Role of Emotions in the Relationship Between Female Hormones and Indulgent Choose Ruffatto, Juliane Female Hormones; Emotions; Indulgence; Decision Making; Consumer Behavior. Hormônios Femininos; Emoções; Indulgência; Tomada de Decisão; Comportamento do Consumidor. |
title_short |
The Mediator Role of Emotions in the Relationship Between Female Hormones and Indulgent Choose |
title_full |
The Mediator Role of Emotions in the Relationship Between Female Hormones and Indulgent Choose |
title_fullStr |
The Mediator Role of Emotions in the Relationship Between Female Hormones and Indulgent Choose |
title_full_unstemmed |
The Mediator Role of Emotions in the Relationship Between Female Hormones and Indulgent Choose |
title_sort |
The Mediator Role of Emotions in the Relationship Between Female Hormones and Indulgent Choose |
author |
Ruffatto, Juliane |
author_facet |
Ruffatto, Juliane Serafin, Vanessa Faedo Decesaro, Leonardo Basso, Kenny |
author_role |
author |
author2 |
Serafin, Vanessa Faedo Decesaro, Leonardo Basso, Kenny |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Ruffatto, Juliane Serafin, Vanessa Faedo Decesaro, Leonardo Basso, Kenny |
dc.subject.por.fl_str_mv |
Female Hormones; Emotions; Indulgence; Decision Making; Consumer Behavior. Hormônios Femininos; Emoções; Indulgência; Tomada de Decisão; Comportamento do Consumidor. |
topic |
Female Hormones; Emotions; Indulgence; Decision Making; Consumer Behavior. Hormônios Femininos; Emoções; Indulgência; Tomada de Decisão; Comportamento do Consumidor. |
description |
It is known that consumer behavior is influenced by several factors; among them, physiological factors little explored in research and influence of hormonal changes in women's consumer behavior. Different hormones peaks arising from the female menstrual cycle not only cause physical changes in the woman's body, but it also changes in their way of acting and behavior. Thus, the goal of the research is to understand the female hormonal effect on emotions, and these the choices for indulgent products. Therefore, in this study 164 women of reproductive age between 18 and 39 years in different phases of the menstrual cycle. To show relationship with three distinct variables and test the hypothesis, mediation used by regression to explain the indirect effect of hormonal period in choosing the indulgent list, mediated by emotion. The results suggest that the hormonal changes, caused by the female menstrual cycle, where there is an increase in hormonal activity, negatively may affect the negative emotions, in other words, the highest hormone production will generate less negative emotions, which in turn favor the choice of less indulgent products (healthier). |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-02-01 |
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/12219 10.5585/remark.v17i1.3334 |
url |
https://periodicos.uninove.br/remark/article/view/12219 |
identifier_str_mv |
10.5585/remark.v17i1.3334 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12219/5863 |
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. 17, n. 1 (2018): Janeiro - Março; 117-127 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 |
_version_ |
1799138640989782016 |