BRANDS THAT PEOPLE LOVE: A STUDY ABOUT THE EMOTIONAL RELATIONSHIP OF PEOPLE WITH BRANDS / MARCAS QUE MARCAM: UM ESTUDO SOBRE A RELAÇÃO EMOCIONAL DAS PESSOAS COM AS MARCAS

AUTOR(ES)
DATA DE PUBLICAÇÃO

2008

RESUMO

This is a study of brands that was carried out from a Design and Emotion point of view which has as focal point the context in which the brands are used and the reasons for which some brands become dear to us. Its objective is to investigate the experiences the brands create, the feelings they evoke and the social relations they promote. It was from the gathering of testimony about brands that people love that this study was conducted. The following three steps were used: (1) a investigation into blogs and sites on the internet; (2) in person and virtual talks with people of different ages and life styles; (3) and group dynamics with the PUC-Rio design students. It was guided by the thinking of authors in the field of Design and Emotion as the neuroscientist Antonio Damásio, and the cognitive scientist Donald Norman. The stories on brands that people love were organized into categories according to the interviewees responses. This step was guided by the study of the psychologist Mihaly Csikszentmihalyi, and the anthropologist Eugene Rochberg-Halton on the endearing relationship of people with their household artifacts. Some of these categories were also mentioned in light of the thinking of social science authors as Mary Douglas e Claude Lévi-Strauss. The results from this investigation confirm that brands participate in every day actions, they provide experiences, they are links between people, and as such they evoke all sorts of feelings. They also show us that there is a close relationship between these experiences, the feelings they evoke and the choosing of the brands that will be part of our lives. Furthermore the results reveal that through some brands people build identities; establish social relations, differentiate themselves and group up. The study of brands that people love provides data to the Design and Emotion, and contributes to its goal of not only designing products with focus on the promotion of experiences and positive feelings, but also contributing towards a more responsible and fraternal society.

ASSUNTO(S)

consumption design design emocao brand emotion consumo marca

ACESSO AO ARTIGO

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