A dualidade da despersonalização no consumo

Several marketing theories have highlighted the role of depersonalization in consumer behavior. Moving from “old” to “new” products, the consumer reduces the depersonalization generated by the excessive market diffusion of the product he has chosen and through which he searches for a social self-cat...

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Autor principal:	Paolo Totaro
Formato:	article
Lenguaje:	PT
Publicado:	Universidade do Vale do Rio dos Sinos (UNISINOS) 2013
Materias:	consumption self categorization theory optimal distinctiveness theory consumer dissatisfaction neotribalism Social Sciences H Social sciences (General) H1-99
Acceso en línea:	https://doaj.org/article/bae77f3417644cf5b74d71941c89f143
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id	oai:doaj.org-article:bae77f3417644cf5b74d71941c89f143
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spelling	oai:doaj.org-article:bae77f3417644cf5b74d71941c89f1432021-11-11T15:41:59ZA dualidade da despersonalização no consumo2177-6229https://doaj.org/article/bae77f3417644cf5b74d71941c89f1432013-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=93829352001https://doaj.org/toc/2177-6229Several marketing theories have highlighted the role of depersonalization in consumer behavior. Moving from “old” to “new” products, the consumer reduces the depersonalization generated by the excessive market diffusion of the product he has chosen and through which he searches for a social self-categorization. But this theoretical framework cannot justify in a convincing way those stable integrations of a community type around particular styles of consumption (for example, those that are called “neotribalisms”). On the basis of an empirical study, we argue that the depersonalization acts according to a duality neglected by marketing. On the one hand it can mean loss of the distinguishing characteristics, but on the other it can mean de-personalization in the sense of a translation of the “me” into a communal “us”. This second form of depersonalization does also exist in consumption and allows us to shed light on the apparent contradiction between the idea of several marketing theories according to which consumers can always achieve satisfaction through differentiation and the thesis of a “final dissatisfaction” of the consumer, advocated by much of contemporary theoretical sociology.Paolo TotaroUniversidade do Vale do Rio dos Sinos (UNISINOS)articleconsumptionselfcategorization theoryoptimal distinctiveness theoryconsumer dissatisfactionneotribalismSocial SciencesHSocial sciences (General)H1-99PTCiências Sociais Unisinos, Vol 49, Iss 3, Pp 211-221 (2013)
institution	DOAJ
collection	DOAJ
language	PT
topic	consumption self categorization theory optimal distinctiveness theory consumer dissatisfaction neotribalism Social Sciences H Social sciences (General) H1-99
spellingShingle	consumption self categorization theory optimal distinctiveness theory consumer dissatisfaction neotribalism Social Sciences H Social sciences (General) H1-99 Paolo Totaro A dualidade da despersonalização no consumo
description	Several marketing theories have highlighted the role of depersonalization in consumer behavior. Moving from “old” to “new” products, the consumer reduces the depersonalization generated by the excessive market diffusion of the product he has chosen and through which he searches for a social self-categorization. But this theoretical framework cannot justify in a convincing way those stable integrations of a community type around particular styles of consumption (for example, those that are called “neotribalisms”). On the basis of an empirical study, we argue that the depersonalization acts according to a duality neglected by marketing. On the one hand it can mean loss of the distinguishing characteristics, but on the other it can mean de-personalization in the sense of a translation of the “me” into a communal “us”. This second form of depersonalization does also exist in consumption and allows us to shed light on the apparent contradiction between the idea of several marketing theories according to which consumers can always achieve satisfaction through differentiation and the thesis of a “final dissatisfaction” of the consumer, advocated by much of contemporary theoretical sociology.
format	article
author	Paolo Totaro
author_facet	Paolo Totaro
author_sort	Paolo Totaro
title	A dualidade da despersonalização no consumo
title_short	A dualidade da despersonalização no consumo
title_full	A dualidade da despersonalização no consumo
title_fullStr	A dualidade da despersonalização no consumo
title_full_unstemmed	A dualidade da despersonalização no consumo
title_sort	dualidade da despersonalização no consumo
publisher	Universidade do Vale do Rio dos Sinos (UNISINOS)
publishDate	2013
url	https://doaj.org/article/bae77f3417644cf5b74d71941c89f143
work_keys_str_mv	AT paolototaro adualidadedadespersonalizacaonoconsumo AT paolototaro dualidadedadespersonalizacaonoconsumo
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A dualidade da despersonalização no consumo

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