Valores associados a marcas de café : um estudo sobre a congruência valor-símbolo / Values associated with the brands of coffee: A study on the value-symbol congruity

AUTOR(ES)
DATA DE PUBLICAÇÃO

2010

RESUMO

This work attains to investigate if human values predict the consumption of a usual product of low involvement. In this case, coffee. For this purpose, six different brands of coffee were selected, five of whom were among the top hundred brands in Brazilian industry, and a sixth control brand, created for this research. The research was divided in two studies, both carried out through the application of surveys on the internet. In the first, the participants described the brands according to value terms testing the viability of the application of an adapted version of the Schwartz Value Survey (SVS), here known as the Z Method. The Z Method is constituted by a random selection of items drawn from the SVS applied to a sample that allow for the substitution of unanswered items to be substituted by a central tendency measure. In the second, the participants declared their values answering the SVS thoroughly also stating whether they would buy coffee and performed a simulation of a virtual purchase in which the six studied brands were available. The results of both studies were compared in order to search for correlations between the values used to describe the brands and the values of the virtual purchases. The results show no correlation between the values of the participants and the brands selected.

ASSUNTO(S)

valores humanos café psicologia social human values consumers behavior coffee comportamento do consumidor

ACESSO AO ARTIGO

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