Proposição do Framework ISIE e a aplicabilidade do FaceReader para mensuração das emoções em pesquisas de marketing voltadas para o consumo sustentável
DOI:
https://doi.org/10.5585/remark.v23i1.23559Palavras-chave:
FaceReader, Framework ADF, Emoções, Consumo sustentável, Framework ISIEResumo
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.
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