Pre-teenagers ("tweens") - since Piaget s theory perspective to economic psychology perspective / Pre-adolescentes ("tweens") - desde a perspectiva da teoria piagetana a da psicologia economica

AUTOR(ES)
DATA DE PUBLICAÇÃO

2010

RESUMO

Since II Word War, a new status in the family is given to pre-adolescents and this bias grows notably because of globalization, wich modifies the human relationships and new wants are mediated by symbolisms provoking desires and consumption manipulated by marketing strategies. These new created symbols begin to compose the pre-adolescents or tweens identity. They are a segment that represents promising markets, that is the marketing point of view. Marketing influences them greatly, and they are vulnerable, because they have no strategies to resist to the intense requests that marketing imputes. So, this research investigated a sample of 423 participants, from 8 to 14 years old, students from the third to the seventh grades of high school, from public and private schools, from some towns belonging to Campinas Metropolitan Region. The research aims were to collect dates to describe the tweens attitudes, habits and economic behavior; the factors that make them big little consumers; the little naggers they are; the persuasive power they have; the influences they receive from family, school, friends, midia, advertising and marketing. The research method is a survey, with a demographic characterization it was applied a questionnaire, with 93 open, closed and multiple choice questions. The research quantitative results were yielded to the exploratory date analysis related to their frequency and percent. The categorical variables were compared through chi-square test, what provided support to the research presuppositions, which are: the tweens possible behavior homogeneity; the necessity of new literacies, strategies and knowledge construction; an Economic Education with Genetic Psychology and Economic Psychology foundation. The qualitative results were presented by the subject analysis from all the questions, deriving the axis "Identity and interpersonal relations", "Economic daily", "Midia". The results suggest that is urgent to revert the present-day scenary, as the biological and psychological rhythm is disregarded, because there is no time to assimilation and accommodation in the more piagetian sense of the word. So, the behavior patterns need re-signification. As a contribution, this research outlines a curriculum, an intervention pedagogical project and a teacher training program for an Economic Education that helps teachers and students decision making and action strategies, sustaining an economic socialization and a consumer socialization more rational and conscious. The theoretical framework presents Economic Psychology, that studies the human rationality manifestations in Economy. It also presents its history, basis and the most important researchers. As well as it elects Genetic Epistemology and "Logic of Meanings", as the conductor wire in the studied behavior comprehension. Piagetian theory is the foundation for human being s evolution in their undissociated aspects: physical, mental, emotional, affective, moral and social, for the authonomy, solidarity and ethics construction toward social equity. These interdisciplinary theories can and must be seen as cooperators, in the daily economy comprehension and the efficient actuation in it, using strategies to the environment adaptation and to the establishment of conscious and equilibrated relations.

ASSUNTO(S)

pre-adolescentes socialização do consumidor consumer socialization logic of meanings sistemas de significação identity economic education pre-teenagers educação economica

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