Proposição do Framework ISIE e a aplicabilidade do FaceReader para mensuração das emoções em pesquisas de marketing voltadas para o consumo sustentável

Autores

DOI:

https://doi.org/10.5585/remark.v23i1.23559

Palavras-chave:

FaceReader, Framework ADF, Emoções, Consumo sustentável, Framework ISIE

Resumo

Objetivo: Propor o framework ISIE que pode ser utilizado em conjunto com a ferramenta neurocientífica FaceReader para mensuração das emoções em pesquisas de marketing voltadas para o consumo sustentável.

Método: O estudo se baseia em uma revisão de literatura que supõe a influência direta que os construtos informação, empatia e influência social podem exercer em um comportamento de consumo sustentável, além de permitir um enlace teórico entre a ferramenta FeaceReader, o framework ADF e o framework ISIE.

Resultados: Este estudo possibilitou a proposição do framework ISIE, que sugere que os construtos Informação, Influência Social e Empatia têm relação causal com o comportamento de consumo sustentável.

Contribuições teóricas/metodológicas: Esta revisão estabeleceu um vínculo teórico empírico interdisciplinar bem-sucedido entre as áreas das Ciências Sociais Aplicadas e da Neurociência, contribuindo, assim, para o campo de Marketing e dos estudos comportamentais e emocionais.

Originalidade/Relevância: Esta pesquisa parte da concepção de que comportamentos cotidianos são potenciais alvos de mudança e da lacuna que há para discussão e proposta de intervenções emocionais ao comportamento voltado ao consumo sustentável, pauta cada vez mais pertinente.

Biografia do Autor

Mariana Marinho da Costa Lima Peixoto, Universidade Federal Fluminense

Doutora em Administração 

Carlos Alberto Gonçalves, Universidade Federal de Minas Gerais

Doutor em Administração 

Eduardo Camilo da Silva, Universidade Federal Fluminense

Doutor em Administração 

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08.02.2024

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Peixoto, M. M. da C. L., Gonçalves, C. A., & Silva, E. C. da. (2024). Proposição do Framework ISIE e a aplicabilidade do FaceReader para mensuração das emoções em pesquisas de marketing voltadas para o consumo sustentável. ReMark - Revista Brasileira De Marketing, 23(1), 97–149. https://doi.org/10.5585/remark.v23i1.23559

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Special Issue: Applications of neurosciences to the marketing field