Who disturbed my toy´s? Investigating the symbolic aspects that explain the toys consumption by a group of adults

Revista de Administração IMED

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Title Who disturbed my toy´s? Investigating the symbolic aspects that explain the toys consumption by a group of adults
Quem mexeu no meu brinquedo? Investigando o consumo de brinquedos por um grupo de adultos
 
Creator Lübeck, Rafael Mendes
Hopner, Aline
Silva, Ana Paula
 
Subject Symbolic consumption; Adults Toys Consumption; Emotions

 
Description The present study aimed to investigate the symbolic figures which explain the consumption of toys by a group of adults. For this, a qualitative study was conducted to gather information via interviews. The subjects were chosen for the convenience of researchers selected five adults who consume toys and collect at least 10 years. The analysis was conducted via discourse analysis to interpret the results from the perspective of symbolism in consumption. The main results is that involvement of consumers with objects and / or characters they represent serve as material symbols in many cases of features they would like to have, how they perceive themselves (self) and moments that want to relive your childhood . Aspects related to the product act as motivators for consumption, seeking consumers in acquiring the repetition of these feelings, and the act of collecting allows the generation of a sense of belonging and reference, from the moment can relate to other groups for which due reference collection.
O presente trabalho objetivou investigar os valores simbólicos que explicam o consumo de brinquedos por um grupo de pessoas adultas. Para tanto, realizou-se uma pesquisa qualitativa com coleta de informações via entrevistas. Os sujeitos da pesquisa foram escolhidos por conveniência dos pesquisadores que selecionaram cinco adultos que consomem brinquedos e os colecionam há pelo menos 10 anos. A análise dos resultados foi realizada via análise de conteúdo para gerar categorias e agrupar informações sobre um mesmo tema e análise do discurso para interpretação dos resultados sob a ótica do simbolismo no consumo. Como principais resultados tem-se que envolvimento dos consumidores com os objetos e/ou personagens por eles representados funcionam como símbolos materiais em muitos casos de características que eles gostariam de ter, de como se percebem (self) e momentos que desejam reviver da sua infância. Os aspectos relacionados ao produto atuam como motivadores para o consumo, buscando os consumidores na aquisição à repetição destes sentimentos, sendo que o ato de colecionar permite a geração de um sentimento de pertencimento e referência, a partir do momento em pode se relacionar com outros grupos para os quais é referência devido a coleção.
 
Publisher Complexo de Ensino Superior Meridional S.A.
 
Contributor

 
Date 2015-12-31
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion

 
Format application/pdf
 
Identifier https://seer.imed.edu.br/index.php/raimed/article/view/963
10.18256/2237-7956/raimed.v5n3p228-240
 
Source Revista de Administração IMED; v. 5, n. 3 (2015): Setembro-Dezembro; 228-240
2237-7956
10.18256/2237-7956.2015.v5i3
 
Language por
 
Relation https://seer.imed.edu.br/index.php/raimed/article/view/963/791
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http://creativecommons.org/licenses/by-nc/4.0
 

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