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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| Format: | Article |
| Language: | Portuguese |
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Universidade do Vale do Rio dos Sinos (UNISINOS)
2013-01-01
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| Series: | Ciências Sociais Unisinos |
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| Online Access: | http://www.redalyc.org/articulo.oa?id=93829352001 |
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| _version_ | 1825207529123086336 |
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| author | Paolo Totaro |
| author_facet | Paolo Totaro |
| author_sort | Paolo Totaro |
| collection | DOAJ |
| 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 |
| id | doaj-art-bae77f3417644cf5b74d71941c89f143 |
| institution | Kabale University |
| issn | 2177-6229 |
| language | Portuguese |
| publishDate | 2013-01-01 |
| publisher | Universidade do Vale do Rio dos Sinos (UNISINOS) |
| record_format | Article |
| series | Ciências Sociais Unisinos |
| spelling | doaj-art-bae77f3417644cf5b74d71941c89f1432025-02-06T23:31:40ZporUniversidade do Vale do Rio dos Sinos (UNISINOS)Ciências Sociais Unisinos2177-62292013-01-01493211221A dualidade da despersonalização no consumoPaolo TotaroSeveral 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.http://www.redalyc.org/articulo.oa?id=93829352001consumptionselfcategorization theoryoptimal distinctiveness theoryconsumer dissatisfactionneotribalism |
| spellingShingle | Paolo Totaro A dualidade da despersonalização no consumo Ciências Sociais Unisinos consumption self categorization theory optimal distinctiveness theory consumer dissatisfaction neotribalism |
| title | 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_short | A dualidade da despersonalização no consumo |
| title_sort | dualidade da despersonalizacao no consumo |
| topic | consumption self categorization theory optimal distinctiveness theory consumer dissatisfaction neotribalism |
| url | http://www.redalyc.org/articulo.oa?id=93829352001 |
| work_keys_str_mv | AT paolototaro adualidadedadespersonalizacaonoconsumo AT paolototaro dualidadedadespersonalizacaonoconsumo |