Consumo de roupas: uma explicação pautada em variáveis psicológicas, processos implícitos e influência publicitária

• Autor(a) principal: Mendes, Luís Augusto de Carvalho
• Data de Publicação: 2014
• Tipo de documento: Tese
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da UFPB
• Texto Completo: https://repositorio.ufpb.br/jspui/handle/tede/6959
• topic: Consumo; Roupas; Variáveis psicológicas; Medidas implícitas; Publicidade; Consumption; Clothing; Psychological variables; Implicit measures; Publicity; CIENCIAS HUMANAS::PSICOLOGIA

Understanding what motivates consumer behavior has been a focus of interest in areas such as Marketing and Psychology. Hence, the aim of this thesis was to know in what extent the consumption of clothing can be explained by individual psychological variables (Human Values, Judgment and Meaning of products, Need for Cognition, and Social Desirability), variables related to clothing (Concern with Personal Appearance, Clothing Involvement, Engagement with Buying Clothes, and Attitude of Clothing Consumption) and by implicit processes (IAT and Priming). For this, six empirical studies were conducted. Study 1 aimed to validate the scales of Concern with Personal Appearance, Engagement with Purchase of Clothing, Attitude towards Clothing Consumption, and Knowledge or Experiences in Clothing Consumption. Participants were 223 undergraduate students, most of them females (57.4%), single (85.7%) with mean age of 23 years old (SD = 5.41). Results showed evidence of validity and reliability (Cronbach's alphas > 0.80). In Study 2, a confirmatory factor analysis of these scales was conducted. Participants were 233 people, mostly female (51.9%), single (57.5%) with a mean age of 31 years old (SD = 9.40). The results indicated that the instruments have satisfactory indeces of fit (χ²/df < 2.97, GFI > 0.92, AGFI > 0.87, CFI > 0.94, and RMSEA < 0.09), confirming the appropriateness of the measures. In Study 3, the differences between the values of the brand (Brand Equity) from stores in João Pessoa clothing segment were analyzed. Fifty women participated, most of them unmarried (91.3%) with a mean age of 23 years old (SD = 4.43). With these results it was possible to organize the stores in Low, Medium and High Brand Equity [F(2.421) = 293.72, p < 0.01]. Study 4 sought to analyze the predictive ability of individual psychological variables, those related to clothing, the Implicit Attitude and demographic characteristics towards clothing consumption. The gender difference was proven, indicating greater involvement of women with measures related to clothing and the consumer intentions (t > 1.96, p < 0.05). The basic value called Promotion and Symbolic Meaning were individual variables with the highest correlations with the variables related to clothing (r > 0.22, p < 0.01). The factors regarding trademarks and Low Brand Equity shops were explained more appropriately by demographic variables. On the other hand, the marks of Medium and High Brand Equity showed a pattern in which the behavioral variables and value of the product were explained, with greater force, by individual psychological variables. It was possible to corroborate the adequacy of the hierarchical model for Values Attitudes Behavioral Intention, through the mediation of Attitudes between Human Values and Behavioral Intention (Sobel z > 1.96, p < 0.05). In Study 5, it was possible to prove the influence of implicit measures (IAT) compared to the amount paid for a Low Brand Equity piece of clothes (β = -0.14, p < 0.05). The study included 203 female students, most of them single (67.5 %), with a mean age of 25 years old (SD = 7.17). In Study 6, the experimental methodology was used to evaluate the effect of subliminal Priming of advertising on High Brandy Equity clothing towards variables analyzed in this thesis. The results indicated that the Priming task affected the implied attitudes in the experimental group. A total of 50 undergraduate students, all female, separated randomly into two groups participated in this study. In conclusion, it is estimated that the objectives of this thesis have been achieved and that such studies can contribute to the construction of knowledge in the area of consumer behavior.