Diga-me o que consome e direi como tu és. Produtos culturais como indicativo de atratividade, status e dominância social
Possession of products tends to drive the individual to acquire materials that are sometimes not necessary for survival. Purchasing premium products or services seems, in the short term, to bring benefits to physical, emotional and social well-being, however, in the long term, individuals can ada...
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| Formato: | Dissertação |
| Idioma: | pt_BR |
| Publicado em: |
Universidade Federal do Rio Grande do Norte
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| Endereço do item: | https://repositorio.ufrn.br/handle/123456789/47564 |
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| Resumo: | Possession of products tends to drive the individual to acquire materials that are sometimes not
necessary for survival. Purchasing premium products or services seems, in the short term, to
bring benefits to physical, emotional and social well-being, however, in the long term,
individuals can adapt to the satisfaction that these offers provide and enter a consumption cycle
that does not has an end. To verify what drives individuals to make use of luxury products and
the impact of consumption on mating value, level of social dominance and social status, two
studies were carried out. The first study aimed to assess whether the perception of mating value
and social dominance are modified by the consumption choices made by fictitious individuals.
For this, 171 Brazilian participants (93 women) evaluated the mating value and level of social
dominance of stimulus subjects of the opposite sex who purchased popular or luxury products.
In the second study, it was verified whether the consumption of premium automobiles
influences the self-perception of mating value, social status and the level of social dominance.
For this, 409 participants with different consumption profiles (those who do not own a car, who
own a non-premium car and who own a premium car) scored their mating value, social
dominance orientation and subjective social status. All participants answered anonymous and
individual questionnaires that were applied through the online platform Google Forms. The
results indicate that fictitious subjects who owned luxury cars were considered more attractive
and dominant in the evaluation of third parties. On the other hand, participants who own a
Premium car have higher levels of mating value and social dominance, they also perceive these
products as more exclusive. In general, the results suggest that premium/luxury consumption
can influence the perception that people have of those who own these types of products, as well
as the self-assessment of the mating value, social dominance and social status of those who own
them. these products. The evaluation of consumption and its effects on the perception and selfperception of individuals allows us to test hypotheses and contribute to the development of
current models of consumer decision-making, in addition to informing consumers about the
direct and indirect consequences of their choices in the social environment. |
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