As mulheres se vestem para outras mulheres? Um estudo sobre consumo de luxo feminino e competição intrasexual

Luciana Merlin Bervian, Dinorá Eliete Floriani

Resumo


Objetivo: Este artigo investiga a influência da competição intrasexual feminina no consumo de produtos de luxo em países emergentes e tradicionais.

Design/metodologia/abordagem: A pesquisa é baseada em uma survey com 437 mulheres de países emergentes e tradicionais, para realizar uma análise cross-cultural. A abordagem é quantitativa com a aplicação de análise fatorial exploratória, análise fatorial confirmatória e regressão linear múltipla.

Originalidade/valor: O estudo visa preencher lacunas de pesquisa, analisando as motivações das mulheres na aquisição de produtos de luxo e a relação do consumo como estratégia de competição intrasexual, nomeadamente em países emergentes, onde o acesso a produtos de luxo tem sido retardado devido à abertura tardia dos mercados.

Resultados: Os resultados mostram que a competição intrasexual feminina, no contexto da atração de um parceiro romântico, desempenha um papel importante no consumo de produtos de luxo. As mulheres exibem itens de luxo quando se sentem ameaçadas por outras mulheres. A moderação dos países não interferiu na associação da competição intrasexual feminina com o consumo de produtos de luxo.

Contribuição teórica e prática: Estes resultados mostram descobertas pioneiras para a área de gestão e marketing. Estudos anteriores enfocando esses países restringiram o escopo da seleção sexual ao campo da psicologia. Compreender a singularidade do consumo de produtos de luxo é um fator analítico e estratégico importante para os profissionais de marketing.


Palavras-chave


Consumo de produtos de luxo; Competição intrasexual feminina; Marketing.

Texto completo:

PDF (English)

Referências


Amatulli, C., & Guido, G. (2011). Determinants of purchasing intention for fashion luxury goods in the Italian market: A laddering approach. Journal of Fashion Marketing and Management: An International Journal, 15(1), 123-136.

Bian, Q., & Forsythe, S. (2012). Purchase intention for luxury brands: A cross-cultural comparison. Journal of Business Research, 65(10), 1443-1451.

Bleske-Rechek, A., & Buss, D. M. (2006). Sexual strategies pursued and mate attraction tactics deployed. Personality and Individual Differences, 40(6), 1299-1311.

Bleske-Rechek, A., & Lighthall, M. (2010). Attractiveness and rivalry in women’s friendships with women. Human Nature, 21(1), 82-97.

Brummen-Girigori, O., & Buunk, A. (2016). Intrasexual competitiveness and non-verbal seduction strategies to attract males: a study among teenage girls from Curaçao. Evolution and Human Behavior, 37(2), 134-141.

Burgess, S. M., & Steenkamp, J. B. E. (2013). Introduction to the special issue on marketing in emerging markets. International journal of research in marketing, 30(1), 1-3.

Buss, D. M. (1988). The evolution of human intrasexual competition: tactics of mate attraction. Journal of personality and social psychology, 54(4), 616.

Buss, D. M. (1989). Sex differences in human mate preferences: Evolutionary hypotheses tested in 37 cultures. Behavioral and brain sciences, 12(1), 1-14.

Buss, D. M., & Dedden, L. A. (1990). Derogation of competitors. Journal of Social and Personal Relationships, 7(3), 395-422.

Buunk, A. P., & Fisher, M. (2009). Individual differences in intrasexual competition. Journal of Evolutionary Psychology, 7(1), 37-48.

Buunk, A. P., Zurriaga, R., González-Navarro, P., & Monzani, L. (2016). Attractive rivals may undermine the expectation of career advancement and enhance jealousy. An experimental study. European Journal of Work and Organizational Psychology, 25(6), 790-803.

Campbell, A. (2004). Female competition: Causes, constraints, content, and contexts. Journal of sex research, 41(1), 16-26.

Carter, G. L., Montanaro, Z., Linney, C., & Campbell, A. C. (2015). Women’s sexual competition and the Dark Triad. Personality and Individual Differences, 74, 275-279.

Castro, B. G. A., Torres, C. V., Nascimento, T. G., & Demo, G. (2015). Are men more rational than women when purchasing cars? A comparison of cultural influences on product judgment in Brazil and the United States of America. Brazilian Business Review, 12(6), 72-99.

Converse, B. A., & Reinhard, D. A. (2016). On rivalry and goal pursuit: Shared competitive history, legacy concerns, and strategy selection. Journal of personality and social psychology, 110(2), 191.

D'Angelo, A. C. (2004). Valores e significados do consumo de produtos de luxo. 209 f. Dissertation (Master in Business Administration). Universidade Federal do Rio Grande do Sul, Porto Alegre, 2004.

Danziger, P. (2004). Let them eat cake: Marketing luxury to the masses-as well as the classes. Dearborn trade publishing.

Dhaliwal, A; Singh, D. P. & Paul, J. (2020) The consumer behavior of luxury goods: a review and research agenda. Journal of Strategic Marketing. In press. https://doi.org/10.1080/0965254X.2020.1758198

Eastman, J.; Iyer, R. & Thomas, S. (2013) The impact of status consumption on Shopping styles: An exploratory look at the millennial generation. Marketing Management Journal, 23 (1) 57-73.

Engel, J. F.; Blackwell, R. D; Miniard, P. W. (2000) Comportamento do Consumidor. 8ª ed. Rio de Janeiro: LTC, 2000.

Fernandez, A. M., Muñoz-Reyes, J. A., & Dufey, M. (2014). BMI, age, mate value, and intrasexual competition in Chilean women. Current Psychology, 33(4), 435-450.

Fisher, M. L. (2004). Female intrasexual competition decreases female facial attractiveness. Proceedings of the Royal Society of London B: Biological Sciences, 271(Suppl 5), S283-S285.

Fisher, M. L., Tran, U. S., & Voracek, M. (2008). The influence of relationship status, mate seeking, and sex on intrasexual competition. The Journal of Social Psychology, 148(4), 493-512.

Fisher, M., & Cox, A. (2011). Four strategies used during intrasexual competition for mates. Personal Relationships, 18(1), 20-38.

Gangestad, S. W., & Simpson, J. A. (2000). The evolution of human mating: Trade-offs and strategic pluralism. Behavioral and brain sciences, 23(4), 573-587.

Gao, L., Norton, M. J., Zhang, Z. M., & Kin-man To, C. (2009). Potential niche markets for luxury fashion goods in China. Journal of Fashion Marketing and Management: An International Journal, 13(4), 514-526.

Godey, B., Pederzoli, D., Aiello, G., Donvito, R., Wiedmann, K. P., & Hennigs, N. (2013). An intercultural comparison of the perception of luxury by young consumers. In Luxury Marketing (pp. 57-76). Gabler Verlag, Wiesbaden.

Goldsmith, R. E., Flynn, L. R., & Clark, R. A. (2012). Materialistic, brand engaged and status consuming consumers and clothing behaviors. Journal of Fashion Marketing and Management: An International Journal, 16(1), 102-119.

Gonçalves, M. K., & Campbell, L. (2014). The Dark Triad and the derogation of mating competitors. Personality and Individual Differences, 67, 42-46.

Grammer, K.; Renninger, L. & Fischer, B. (2004) Disco clothing, female sexual motivation, and relationship status: is she dressed to impress? Journal of sex research, v. 41, n. 1, p. 66-74.

Griskevicius, V., & Kenrick, D. T. (2013). Fundamental motives: How evolutionary needs influence consumer behavior. Journal of Consumer Psychology, 23(3), 372-386.

Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2009). Análise multivariada de dados. Bookman Editora.

Heine, K., & Phan, M. (2011). Trading-up mass-market goods to luxury products. Australasian Marketing Journal (AMJ), 19(2), 108-114.

Hennigs, N., Wiedmann, K. P., & Klarmann, C. (2013). Consumer value perception of luxury goods: a cross-cultural and cross-industry comparison. In Luxury Marketing (pp. 77-99). Gabler Verlag, Wiesbaden.

Hudders, L. (2012). Why the devil wears Prada: Consumers’ purchase motives for luxuries. Journal of Brand Management, 19(7), 609-622.

Hudders, L., De Backer, C., Fisher, M., & Vyncke, P. (2014). The rival wears Prada: Luxury consumption as a female competition strategy. Evolutionary Psychology, 12(3), 147470491401200306.

International Monetary Fund. (2017). World Economic Outlook: Gaining Momentum? Washington, DC April.

International Monetary Fund. (2020). World Economic Outlook: A Long and Difficult Ascent. Washington, DC, October.

Javalgi, R. R. G., & Grossman, D. A. (2016). Aspirations and entrepreneurial motivations of middle-class consumers in emerging markets: The case of India. International Business Review, 25(3), 657-667.

Jiang, Y., Miao, M., Jalees, T., & Zaman, S.I. (2019). Analysis of the moral mechanism to purchase counterfeit luxury goods: Evidence from China. Asia Pacific Journal of marketing and Logistics, 31 (3), 647-669.

Kamakura, W. A., & Mazzon, J. A. (2013). Socioeconomic status and consumption in an emerging economy. International Journal of Research in Marketing, 30(1), 4-18.

Kastanakis, M. N., & Balabanis, G. (2014). Explaining variation in conspicuous luxury consumption: An individual differences' perspective. Journal of Business Research, 67(10), 2147-2154.

Kline, R. B. (2005). Principles and practice of structural equation modeling: Methodology in the social sciences.

Lai, S. M., & Prendergast, G. (2018). How men interpret women’s luxury brand signals. Journal of Fashion Marketing and Management: An International Journal.

Laroche FRSC, M., Papadopoulos, N., Heslop, L., & Bergeron, J. (2003). Effects of subcultural differences on country and product evaluations. Journal of Consumer Behaviour: An International Research Review, 2(3), 232-247

Lopes, G. S., Shackelford, T. K., Santos, W. S., Farias, M. G., & Segundo, D. S. (2016). Mate retention inventory-short form (MRI-SF): Adaptation to the Brazilian context. Personality and Individual Differences, 90, 36-40.

Merino, M., & Vargas, D. (2013). How consumers perceive globalization: A multilevel approach. Journal of Business Research, 66(3), 431-438.

Namasivayam, K., & Guchait, P. (2013). The role of contingent self-esteem and trust in consumer satisfaction: Examining perceived control and fairness as predictors. International Journal of Hospitality Management, 33, 184-195.

Nwankwo, S., Hamelin, N., & Khaled, M. (2014). Consumer values, motivation and purchase intention for luxury goods. Journal of retailing and consumer services, 21(5), 735-744.

O’Cass, A., & Frost, H. (2002). Status brands: examining the effects of non-product-related brand associations on status and conspicuous consumption. Journal of product & brand management, 11(2), 67-88.

Palombit, R. A., Cheney, D. L., & Seyfarth, R. M. (2001). Female–female competition for male ‘friends’ in wild chacma baboons (Papio cynocephalus ursinus). Animal Behaviour, 61(6), 1159-1171.

Paul, J. & Ferroul, C. (2010), Louis Vuitton in Japan, Harvard-Ivey case. Available at: https://hbr. org/product/louis-vuitton-in-japan/an/910M67-PDF-ENG

Paul, J. (2015). Market access and the mirage of marketing to the maximum: new measures. Asia Pacific Journal of Marketing and Logistics. Vo. 27(4) p.676-688. DOI 10.1108/APJML-04-2015-0061

Paul, J., (2018) Mastige Model and Measure for Brand Management. European Management Journal. doi.org/10.1016/j.emj.2018.07.003

Rucas, S. L., Gurven, M., Kaplan, H., Winking, J., Gangestad, S., & Crespo, M. (2006). Female intrasexual competition and reputational effects on attractiveness among the Tsimane of Bolivia. Evolution and Human Behavior, 27(1), 40-52.

Schmitt, D. P., & Buss, D. M. (1996). Strategic self-promotion and competitor derogation: sex and context effects on the perceived effectiveness of mate attraction tactics. Journal of personality and social psychology, 70(6), 1185.

Schwarz, S., & Hassebrauck, M. (2012). Sex and age differences in mate-selection preferences. Human Nature, 23(4), 447-466.

Sherman, L. (2009). How the luxury consumer will spend in 2009. Retrieved at September, 27, 2009.

Shukla, P., & Purani, K. (2012). Comparing the importance of luxury value perceptions in cross-national contexts. Journal of Business Research, 65(10), 1417-1424.

Stokburger-Sauer, N. E., & Teichmann, K. (2013). Is luxury just a female thing? The role of gender in luxury brand consumption. Journal of Business Research, 66(7), 889-896.

Sundie, J. M., Kenrick, D. T., Griskevicius, V., Tybur, J. M., Vohs, K. D., & Beal, D. J. (2011). Peacocks, Porsches, and Thorstein Veblen: Conspicuous consumption as a sexual signaling system. Journal of personality and social psychology, 100(4), 664.

Torelli, C. J., & Stoner, J. L. (2019). Global consumer culture: consequences for consumer research. International Marketing Review.

Truong, Y., & McColl, R. (2011). Intrinsic motivations, self-esteem, and luxury goods consumption. Journal of Retailing and Consumer Services, 18(6), 555-561.

Tsai, S. P. (2005). Impact of personal orientation on luxury-brand purchase value: An international investigation. International Journal of Market Research, 47(4), 427-452.

Turunen, M.L.L., & Pöyry, E. (2019). Shopping with the resale value in mind: A study on second-hand luxury consumers. International Journal of Consumer Studies. 43, 549-556.

Vaillancourt, T., & Sharma, A. (2011). Intolerance of sexy peers: Intrasexual competition among women. Aggressive behavior, 37(6), 569-577.

Venkatesan, R., Farris, P., Guissoni, L. A., & Neves, M. F. (2015). Consumer brand marketing through full-and self-service channels in an emerging economy. Journal of Retailing, 91(4), 644-659.

Wang, Y., & Griskevicius, V. (2014). Conspicuous consumption, relationships, and rivals: Women's luxury products as signals to other women. Journal of Consumer Research, 40(5), 834-854.

Wiedmann, K., Hennigs, N., & Siebels, A. (2007). Measuring Consumers' Luxury Value Perception: A Cross-Cultural. Academy of Marketing Science Review, 1.

Wong, N. Y., & Ahuvia, A. C. (1998). Personal taste and family face: Luxury consumption in Confucian and Western societies. Psychology & Marketing, 15(5), 423-441.

Zarantonello, L., Jedidi, K., & Schmitt, B. H. (2013). Functional and experiential routes to persuasion: An analysis of advertising in emerging versus developed markets. International Journal of Research in Marketing, 30(1), 46-56.

Zhang, B., & Kim, J. H. (2013). Luxury fashion consumption in China: Factors affecting attitude and purchase intent. Journal of Retailing and Consumer Services, 20(1), 68-79.

Zhang, L., & Zhao, H. (2019). Personal value vs. luxury value: What are Chinese luxury consumers shopping for when buying luxury fashion goods? Journal of Retailing and Consumer Services, 51, 62–71. https://doi.org/10.1016/j.jretconser.2019.05.027Q143.




DOI: https://doi.org/10.5585/remark.v20i1.17940

Apontamentos

  • Não há apontamentos.


Direitos autorais 2021 Revista Brasileira de Marketing

Revista Brasileira de Marketing – ReMark

Brazilian Journal of Marketing - BJM

e-ISSN: 2177-5184
https://periodicos.uninove.br/remark

Rev. Bras. Mark. - ReMark ©2021 Todos os direitos reservados.

Esta obra está licenciada com uma Licença 
Creative Commons Atribuição-NãoComercial-CompartilhaIgual 4.0 Internacional