Consumer dispositions in multicultural contexts: a framework proposition

Miriam Tais Salomao; Sergio Garrido Moraes; Mariana Bussab Porto-da-Rocha; Vivian Iara Strehlau

doi:10.5585/remark.v19i3.15410

Autores

Miriam Tais Salomao Escola Superior de Propaganda e Marketing – ESPM http://orcid.org/0000-0002-6217-5645
Sergio Garrido Moraes Escola Superior de Propaganda e Marketing – ESPM
Mariana Bussab Porto-da-Rocha Escola Superior de Propaganda e Marketing – ESPM
Vivian Iara Strehlau Escola Superior de Propaganda e Marketing – ESPM

DOI:

https://doi.org/10.5585/remark.v19i3.15410

Palavras-chave:

Etnocentrismo, Nacionalismo, Patriotismo, Cosmopolitanismo, Xenocentrismo, Exoticismo.

Resumo

Objetivo: A globalização tem levado à formação de fluxos culturais através das fronteiras nacionais, resultando em diferentes comportamentos em relação ao consumo de produtos estrangeiros. O objetivo deste estudo é organizar alguns dos construtos que descrevem as disposições do consumidor em contextos multiculturais, rastreando a literatura disponível sobre essas disposições e propondo um quadro conceitual.

Metodologia: Foi adotada uma perspectiva conceitual, onde uma revisão sistemática da literatura foi utilizada para organizar as disposições do ingroup e outgroup.

Principais resultados: Identificou-se que o estudo das disposições do consumidor é um tema relativamente recente na literatura acadêmica, tendo 35 anos desde o primeiro artigo publicado, sendo 53% deles publicados a partir de 2016. Além disso, os estudos sobre as disposições do ingroup estão em um estágio mais maduro do que aqueles sobre as disposições do outgroup.

Originalidade: Os autores propõem uma estrutura bidimensional que combina as perspectivas pró e anti das disposições.

Contribuições teóricas: Além da perspectiva pró já presente na literatura, esta pesquisa propõe a combinação dos aspectos pró e anti, chamando a atenção para uma posição neutra do consumidor. Os autores também recomendam a inclusão do exotismo como uma disposição pro-outgroup no comportamento do consumidor.

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Biografia do Autor

Miriam Tais Salomao, Escola Superior de Propaganda e Marketing – ESPM

Doutora, Escola Superior de Propaganda e Marketing – ESPM
São Paulo, SP, Brasil.

Sergio Garrido Moraes, Escola Superior de Propaganda e Marketing – ESPM

Doutor, Escola Superior de Propaganda e Marketing – ESPM
São Paulo, SP, BrasiL

Mariana Bussab Porto-da-Rocha, Escola Superior de Propaganda e Marketing – ESPM

Doutora, Escola Superior de Propaganda e Marketing – ESPM
São Paulo, SP, Brasil

Vivian Iara Strehlau, Escola Superior de Propaganda e Marketing – ESPM

Doutora, Escola Superior de Propaganda e Marketing – ESPM
São Paulo, SP, Brasil

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