Aspectos determinantes no consumo masstige

Solon Bevilacqua
DOI: https://doi.org/10.21529/RECADM.2020015

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Este estudo investigou o consumo masstige sob a lente do egoísmo ético, intimamente relacionado ao prazer e associado aos construtos diferenciação, exclusividade, funcional (atributos), status e tradição. Efetuou-se uma validação inicial a partir do emprego de um instrumento padronizado, estruturado pelas cinco dimensões relacionadas. O quadro teórico contemplou principalmente autores evolucionistas, cuja discussão centrou-se em torno da natureza e cultura, para uma dimensão de consumo intitulada prazer – egoísmo ético. A análise de dados foi realizada a partir do emprego de Modelagem de Equações Estruturais com estimação PLS. Os achados da pesquisa indicam que a dimensão prazer – egoísmo ético para o consumo masstige é estruturada pela tradição; status e características funcionais do produto, enquanto a exclusividade não se apresenta significativa para o universo dos bens e serviços de prestígio e acessíveis.


Palavras-chave

prazer; luxo; consumo; masstige; MEE PLS

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