TITLE

A (IN)ADEQUAÇÃO DAS TEORIAS DO COMPORTAMENTO DO CONSUMIDOR PARA A ANÁLISE DO CONSUMO ATIVISTA

AUTHOR(S)
Borges Costa, Adriano
PUB. DATE
May 2011
SOURCE
Pensamento & Realidade;2011, Vol. 26 Issue 2, p65
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
This paper seeks to confront the reality of contemporary discourse and the practice of activist consumer with existing theories about consumer's behavior, particularly the theories of neoclassical Economics and marketing. The objective is to contribute to the debate about the understanding of consumption acts recognized as activists. The methodology is based on literature review of consumer's behavior theories, especially the neoclassical and marketing theories, as well as the researches already done about the acts of activist consumer. The study found that economic rationality is present in the discourse of activist consumer and is a factor that contributes to their understanding, but the concept of "utility" presented at the neoclassical theory should be adapted. The construction of a social identity based on simplicity pointed to a different and current status as an important element to explain the consumer's behavior characterized as activists. A possible conclusion is that both theories were unable to fully explain the activist consumption, but they can bring some key elements to the analysis of this new social and political actor.
ACCESSION #
82858129

 

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