The Mediator Role of Emotions in the Relationship Between Female Hormones and Indulgent Choose

Detalhes bibliográficos
Autor(a) principal: Ruffatto, Juliane
Data de Publicação: 2018
Outros Autores: Serafin, Vanessa Faedo, Decesaro, Leonardo, Basso, Kenny
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).
id RBM-1_fc8ec64966f8c6ac80ffa4e8d759e65f
oai_identifier_str oai:https://periodicos.uninove.br:article/12219
network_acronym_str RBM-1
network_name_str REMark - Revista Brasileira de Marketing
repository_id_str
spelling 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