Qual compra eu mereço? Compreendendo o autopresentear e as dimensões da compra

Victor, Caio; Gerhard, Felipe; Peñaloza, Verónica; Mota, Marcio de Oliveira; Freitas, Ana Augusta Ferreira

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Human and Social Management • RAM, Rev. Adm. Mackenzie 25 (3) • 2024 • https://doi.org/10.1590/1678-6971/eRAMG240136 copiar

Qual compra eu mereço? Compreendendo o autopresentear e as dimensões da compra

Autoria SCIMAGO INSTITUTIONS RANKINGS

Resumo

Objetivo:

Este estudo buscou comparar o comportamento de se autopresentear entre as dimensões de compra. Especificamente, buscou-se identificar que tipo de compra é preferível nesse fenômeno e como o momento antecessor pode regular e impulsionar a doação de presentes apropriados para si.

Originalidade/valor:

Este estudo se diferencia de pesquisas anteriores ao comparar, simultaneamente, as dimensões de compra (material-experiencial e ordinária-extraordinária) e os momentos antecessores à compra no ato de se autopresentear. Os achados apontam que a doação de possessões ordinárias é essencial para a realização da autocomunicação simbólica do consumidor que se autopresenteia.

Design/metodologia/abordagem:

Foram realizados dois estudos sequenciais de desenho experimental between-subject, com uma amostra não probabilística de 414 respondentes ao todo. Os dados foram analisados através da análise de variância (ANOVA one-way).

Resultados:

Os resultados evidenciaram que as compras materiais ordinárias conduziram uma maior atitude de autopresentear, apesar de a literatura indicar que as compras experienciais extraordinárias seriam preferíveis. Em sequência, o conceito de proporcionalidade indicou que, independentemente do momento antecessor à compra, os indivíduos buscam se autopresentear. Os consumidores regulam seu autopresentear com base no momento anterior vivido. Em eventos ordinários antecessores, os indivíduos buscam se recompensar com compras ordinárias, enquanto em eventos marcantes antecessores, os indivíduos buscam se recompensar com compras extraordinárias.

Palavras-chave
autopresentear; compra experiencial; compra material; dimensão da compra; recompensas

	Material purchase		Experiential purchase
	Ordinary	Extraordinary	Ordinary	Extraordinary
	3.8659 (σ 0.6246)	3.0047 (σ 0.5483)	3.1404 (σ 0.3080)	2.1501 (σ 0.3017)
	n = 65	n = 61	n = 58	n = 59
Ordinary material purchase	-	0.000^* ***** Significant at 0.01.	0.000^* ***** Significant at 0.01.	0.000^* ***** Significant at 0.01.
Extraordinary material purchase	0.000^* ***** Significant at 0.01.	-	0.403	0.000^* ***** Significant at 0.01.
Ordinary experiential purchase	0.000^* ***** Significant at 0.01.	0.403	-	0.000^* ***** Significant at 0.01.
Extraordinary experiential purchase	0.000^* ***** Significant at 0.01.	0.000^* ***** Significant at 0.01.	0.000^* ***** Significant at 0.01.	-

	Ordinary context (n = 93)			Extraordinary context (n = 78)
Ordinary purchase	n = 54	3.8016	0.000^* ***** Significant at 0.01;	n = 36	3.3254	0.035^ significant at 0.05.
Extraordinary purchase	n = 39	2.6593	0.000^* ***** Significant at 0.01;	n = 42	3.7245	0.035^ significant at 0.05.
Material purchase	n = 50	3.5486	0.008^* ***** Significant at 0.01;	n = 42	3.4864	0.542
Experiential purchase	n = 43	3.0598	0.008^* ***** Significant at 0.01;	n = 36	3.6032	0.542

Experiment 1
Scenario	Dimension 1	Dimension 2	Situation
1	Experience	Extraordinary	“Imagine that, on any given day, you start thinking about what you would like to do for yourself. You’ve been studying and working for several days and decide it’s time to get rewarded. This way, at the end of class/work, you buy some experience to reward the wear you had in the last week. After thinking a little, you discover that some exceptional experiences seem quite attractive, such as: taking a trip to a beach or mountains, going to a concert by your favorite band, going to a spa, or going to a luau - among other experiences that you I would love to be able to do this to reward myself. Considering your own gratification and considering the experiences available on the market, you are about to decide which one to buy”.
2	Experience	Ordinary	“Imagine that, on any given day, you start thinking about what you would like to do for yourself. You’ve been studying and working for several days and decide it’s time to get rewarded. This way, at the end of class/work, you buy some experience to reward the wear you had in the last week. After thinking about it for a while, you discover that some affordable experiences seem quite attractive, such as: going to a restaurant, going to a pub, going to the cinema, going to the beauty salon - among other experiences that you would love to do to reward yourself. Considering your own gratification and considering the experiences available on the market, you are about to decide which one to buy”.
3	Material	Extraordinary	“Imagine that, on any given day, you start thinking about what you would like to do for yourself. You’ve been studying and working for several days and decide it’s time to get rewarded. This way, at the end of class/work, you decide to buy some product as a way to reward the wear you had in the last week. After thinking about it for a while, you discover that some exceptional products seem quite attractive, such as: buying a cell phone, buying a computer, buying expensive branded clothing, buying jewelry, or even buying a car - among other products that you would love to buy for yourself. reward yourself. Considering your own gratification and considering the products available on the market, you are about to decide which one to buy”.
4	Material	Ordinary	“Imagine that, on any given day, you start thinking about what you would like to do for yourself. You’ve been studying and working for several days and decide it’s time to get rewarded. This way, at the end of class/work, you decide to buy some product as a way to reward the wear you had in the last week. After thinking a little, you discover that some affordable products look quite attractive, such as: eating at a fast food or ifood, buying new clothes, buying a book, and having ice cream - among other products that you would love to buy to reward yourself. Considering your own gratification and considering the products available on the market, you are about to decide which one to buy”.

Experiment 2
Scenario	Dimension	Situation
1	Ordinary context	“Imagine that, on any given day, you start thinking about what you would like to do for yourself. You’ve been studying and working for several days and decide it’s time to get rewarded. This way, at the end of the day you decide to buy something as a reward for the great news received. After some thought, you are now imagining something interesting that you would like to buy (good or experience) after receiving this news”.
2	Extraordinary context	“Imagine that, on any given day, you start thinking about what you would like to do for yourself. Soon after, you receive the news that you have been selected for a job vacancy in a large company in your area of expertise, and then you decide that it is time to be rewarded. This way, at the end of the day you decide to buy something as a reward for the great news received. After some thought, you are now imagining something interesting that you would like to buy (good or experience) after receiving this news”.

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[1] Correspondence concerning this article should be addressed to Caio Victor, Avenida Silas Munguba, 1700, PPGA, Itaperi, Fortaleza, Ceará, Brazil, ZIP code: 60714-903. Email: caio.victor@aluno.uece.br