Ser ou não ser feliz? Eis a questão no consumo em comportamentos sociais

Marcio Mota, Delane Botelho

Resumo


Objetivo do estudo:  Examinar e avaliar as funções moderadoras dos comportamentos sociais e do consumo na felicidade.

Metodologia/abordagem: Foi realizada uma pesquisa do tipo survey com 197 consumidores reais. Foram utilizadas, para as análises dos dados, análise fatorial confirmatória e modelo de regressão linear com moderação incluindo a técnica de Johnson-Neyman.

Principais resultados: O hedonismo amplifica a relação positiva entre felicidade e frugalidade; a ansiedade social amplifica a relação negativa entre felicidade e materialismo; a conspicuidade enfraquece a relação positiva entre felicidade e aceitação social.

Contribuições teóricas: O estudo adiciona à literatura de felicidade, sob a perspectiva de um país emergente, a elucidação dos papéis moderadores da ansiedade social, hedonismo e conspicuidade no relacionamento entre materialismo, aceitação social, frugalidade e felicidade, os quais ainda há inconsistências na academia.

Relevância/originalidade: Até o presente momento, não há pesquisas sobre os efeitos simultâneos da felicidade no consumo e nos comportamentos sociais. O estudo testou os papéis moderadores da ansiedade social, hedonismo e conspicuidade na relação entre consumo, comportamentos sociais e felicidade.

Implicações para a gestão ou sociais: As empresas podem garantir que os consumidores reajam a diferentes níveis desses comportamentos sociais, pois, enquanto consomem marcas ou produtos, podem, ao mesmo tempo, (1) realizar esforços para criar laços sociais com os envolvidos; (2) permitir que os consumidores experienciem felicidade e (3) atrair novos clientes.


Palavras-chave


Felicidade; Hedonismo; Ligações sociais; Conspicuidade; Frugalidade; Materialismo

Texto completo:

PDF (English)

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DOI: https://doi.org/10.5585/remark.v20i3.18367

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