O comportamento dos consumidores em relação ao descarte de bens de valor emocional e hedônico

Diego Mota Vieira; Laianne Gonçalves Fonseca

doi:10.5585/remark.v20i3.17448

Authors

Diego Mota Vieira University of Brasilia– UnB https://orcid.org/0000-0003-1275-1648
Laianne Gonçalves Fonseca University of Brasilia – UnB https://orcid.org/0000-0001-8233-2348

DOI:

https://doi.org/10.5585/remark.v20i3.17448

Keywords:

Consumer disposal behavior, Emotional value, Hedonic value, Post-disposal dissonance

Abstract

Objective: To analyze the factors that influence the behavior of disposing of emotional and hedonic value goods and their consequences for the consumer.

Method: this research has a qualitative nature. Data were collected through in-depth interviews and were subjected to content analysis.

Originality / Relevance: there are few researches on disposal behavior and, among them, most are focused on utilities, such as electronics. On the other hand, this study focuses on the disposal of emotional and hedonic value goods, which is a more complex process, given the consumer's involvement with the object. There was an implication of the disposal decision in future purchasing decision-making processes.

Results: the results are defined based on the categories: disposal alternatives, meanings and feelings associated with goods of emotional and hedonic value, motivations and influencing factors for the disposal of goods of this nature and post-disposal feelings. The disposal alternatives identified were to donate, exchange, sell, store, dispose of in the trash or reuse. The disposal option is based on intrinsic factors, tangible and intangible attributes of the product and situational factors. Meanings and feelings associated with these goods were identified, such as nostalgia, attachment, fantasy and love. Depending on the chosen disposal alternative, the consumer will experience positive feelings or post-disposal dissonance, manifested as regret, lament, insecurity and anxiety.

Theoretical / methodological contributions: Identification of new categories in the analysis of disposal behavior of consumers in relation to goods of emotional and hedonic value. Identification of disposal in other stages of consumer decision-making process (search for internal pre-purchase and purchase information per se). Definition of post-disposal dissonance feeling.

Downloads

Download data is not yet available.

Author Biographies

Diego Mota Vieira, University of Brasilia– UnB

PhD. In Business Administration

Laianne Gonçalves Fonseca, University of Brasilia – UnB

B.Sc. in Business Administration

References

Addis, M., & Holbrook, M. B. (2001). On the conceptual link between mass customisation and experiential consumption: an explosion of subjectivity. Journal of Consumer Behaviour: An International Research Review, 1(1), 50-66. Doi:10.1002/cb.53

Albinsson, P. A., & Perera, B. Y. (2009). From trash to treasure and beyond: the meaning of voluntary disposition. Journal of Consumer Behaviour, 8(6), 340-353. doi:10.1002/cb.301

Arcuri, A. G. (2016). O ritual de desmaterialização dos objetos singularizados e a transformação da relação pessoa-objeto (Doctoral dissertation). (Tese de mestrado FGV). Recuperado de: http://bibliotecadigital.fgv.br/dspace/handle/10438/16225

Bardin, L. (1977). L'analyse de contenu (Vol. 69). Paris: Presses universitaires de France. ISBN 972-44-0898-1

Batra, R., & Ahtola, O. T. (1991). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing letters, 2(2), 159-170. doi: 10.1007/BF00436035

Bauer, M. W., & Gaskell, G. (2010). Pesquisa qualitativa com texto, imagem e som: um manual prático. Editora Vozes Limitada. ISBN 978-85-326-2727-8

Bauman, Z. (2008). Vida para consumo: a transformação das pessoas em mercadoria. Zahar. ISBN: 9788537800669

Belk, R. W. (1988). Possessions and the extended self. Journal of consumer research, 15(2), 139-168. doi 10.1086/209154

Bianchi, C., & Birtwistle, G. (2012). Consumer clothing disposal behaviour: A comparative study. International journal of consumer studies, 36(3), 335-341.

doi 10.1111/j.1470-6431.2011.01011.x

Botsman, R., & Rogers, R. (2011). O que é meu é seu: como o consumo colaborativo vai mudar o nosso mundo.Porto Alegre: Bookman, 2011.

Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2006). Consumer behavior (10th eds.). Masao, OH: Thomson/Sount.

Calíope, T., Paris, I., & Leocádio, A. (2017). Comportamento de Consumo de Moda: Motivações e Atributos no Descarte de Roupas Usadas. Economia e Gestão, Belo Horizonte, 17(47), 44-64. doi 10.5752/P.1984-6606.2017v17n47p44

Casotti, L., Campos, R. D., & Suarez, M. (2008). O tempo da beleza: consumo e comportamento feminino, novos olhares. Senac.

Churchill, J., Gilbert, A., & Peter, J. (2000). Marketing: criando valor para os clientes São Paulo: Saraiva, 290.

Cooper, D. R., & Schindler, P. S. (2016). Métodos de Pesquisa em Administração-12ª Edição. McGraw Hill Brasil. ISBN:0073521507/9780073521503

Coulter, R. A., & Ligas, M. (2003). To retain or to relinquish: Exploring the disposition practices of packrats and purgers. In P. A. Keller & D. W. Rook (Eds.), Advances in consumer research (vol 30, pp. 38-3). Valdosta, GA: Association for Consumer Research.

Crone, C., Kwok, C., Chau, V., & Norberg, M. M. (2019). Applying attachment theory to indecisiveness in hoarding disorder. Psychiatry research, 273, 318-324. doi 10.1016/j.psychres.2019.01.055

Cruz Cárdenas, J. (2013). Diferencias de Género en la Motivación y en los Métodos de Disposición de Productos en un Entorno Colectivista de Alta Masculinidad. Revista Brasileira de Marketing, 12(2). Doi 10.5585/remark.v12i2.2408

Cruz-Cárdenas, J., González, R., & del Val Núñez, M. T. (2016). Clothing disposal in a collectivist environment: A mixed methods approach. Journal of Business Research, 69(5), 1765-1768. doi 10.1016/j.jbusres.2015.10.052

Cruz-Cárdenas, J., & Arévalo-Chávez, P. (2018). Consumer behavior in the disposal of products: Forty years of research. Journal of Promotion Management, 24(5), 617-636. doi 10.1080/10496491.2018.1405514

Gallarza, M. G., Gil‐Saura, I., & Holbrook, M. B. (2011). The value of value: Further excursions on the meaning and role of customer value. Journal of consumer behaviour, 10(4), 179-191. doi 10.1002 / cb.328

Garcia, S. F. A., Cagnin, B. C., & Zanette, M. C. (2016, September). O descarte sob a ótica da teoria da cultura do consumo: Práticas colaborativas e a formação do eu estendido. In CLAV 2016.

Gonçalves, E. M., & de Souza, R. M. (2016). O descarte e o desapego nas propostas de consumo: o discurso da empresa bomnegócio. com. LÍBERO. ISSN impresso: 1517-3283/ISSN online: 2525-3166, (37), 91-102.

Guerra, I. C. (2006). Pesquisa qualitativa e análise de conteúdo: sentidos e formas de uso. Lucerna. ISBN: 972-8818-66-1

Hawkins, D. I., Mothersbaugh, D. L., & Best, R. J. (2007). Comportamento do consumidor: construindo a estratégia de marketing. Elsevier.

Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: emerging concepts, methods and propositions. The Journal of Marketing, 92-101. doi 10.2307/1251707

Holbrook, Morris B. & Hirschman, Elizabeth C. (1982), “The experiential aspects of consumption: consumer fantasies, feelings and fun”, Journal of Consumer Research, 9, pp.132-140. doi 10.1086/208906

Jacoby, J., Berning, C. K., & Dietvorst, T. F. (1977). What about disposition?. The Journal of Marketing, 22-28. doi 10.1177/002224297704100212

Joung, H. M., & Park‐Poaps, H. (2013). Factors motivating and influencing clothing disposal behaviours. International Journal of consumer studies, 37(1), 105-111. doi 10.1111/j.1470-6431.2011.01048.x

Kotler, P.; Keller, K. L. Administração de Marketing. 12.ed. São Paulo, Pearson Prentice Hall, 2012.

Ligas, M. (2000). People, products, and pursuits: Exploring the relationship between consumer goals and product meanings. Psychology & Marketing, 17(11), 983-1003. doi 10.1002/1520-6793(200011)17:11<983::AID-MAR4>3.0.CO;2-J

Malhotra, N. K. (2012). Pesquisa de marketing: uma orientação aplicada. Bookman Editora.

McCracken, G. (1986). Culture and consumption: A theoretical account of the structure and movement of the cultural meaning of consumer goods. Journal of consumer research, 13(1), 71-84. doi 10.1086/209048

Price, L. L., Arnould, E. J., & Folkman Curasi, C. (2000). Older consumers' disposition of special possessions. Journal of Consumer Research, 27(2), 179-201. doi10.1086/314319

Roster, C. A. (2001). Letting go: the process and meaning of dispossession in the lives of consumers. In Mary C. Gilly e Joan Meyers-Levy, Advances in consumer research Pages: 425-430. Valdosta, GA: Association for Consumer Research,

ROZZETT, K., ALFINITO, S., & ASSUMPCAO, M. (2013). Descarte de Celulares: Uma Análise do Comportamento Declarado dos Consumidores e sua Consciência Ecológica. Encontro da Associação Nacional de Pesquisa e Pós-Graduação em Administração-EnANPAD. Recuperado em: http://www.anpad.org.br/diversos/down_zips/68/2013_EnANPAD_MKT2503.pdf

Sherry Jr, J. F. (1990). A sociocultural analysis of a Midwestern American flea market. Journal of consumer research, 17(1), 13-30. doi 10.1086/208533

Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of business research, 22(2), 159-170. doi 10.1016/0148-2963(91)90050-8

Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of retailing, 77(2), 203-220. doi 10.1016/S0022-4359(01)00041-0

Solomon, M. R. (2016). O Comportamento do Consumidor-: Comprando, Possuindo e Sendo. Bookman Editora.

Suarez, M. C., Chauvel, M. A., & Casotti, L. M. (2011). Oportunidade e desafio em marketing: como e por que as pessoas se desfazem de seus bens?. REAd-Revista Eletrônica de Administração, 17(1), 26-57. ISSN 1413-2311 (versão on-line)

Trudel, R., Argo, J. J., & Meng, M. D. (2016). The recycled self: consumers’ disposal decisions of identity-linked products. Journal of Consumer Research, 43(2), 246-264. doi 10.1093/jcr/ucw014

Wang, Y., Tian, H., Sarigöllü, E., & Xu, W. (2020). Nostalgia prompts sustainable product disposal. Journal of Consumer Behaviour, 19(6), 570-580. doi 10.1002/cb.1832

Weng, J. T., Ting, H., de Run, E. C., & Tan, S. (2016). Disposition and Repurchase Intention: A Preliminary Study of the How and Why. Procedia-Social and Behavioral Sciences, 224, 332-338. doi: 10.1016/j.sbspro.2016.05.384

Woodruff, R. B. (1997). Customer value: the next source for competitive advantage. Journal of the academy of marketing science, 25(2), 139. doi10.1007/BF02894350

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of marketing, 2-22. doi 10.2307/1251446

Young, M. M. (1991). Disposition of possessions during role transitions. ACR North American Advances. In Rebecca H. Holman e Michael R. Solomon, Provo, UT: - Advances in Consumer Research (volume 18, eds. Association for Consumer Research, Pages: 33-39.)