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Publication
A importância dada pelos consumidores à utilização de humor em anúncios publicitários - Produtos VS Serviços
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Advisor(s)
Abstract(s)
O estudo dos fatores psicológicos que afetam as escolhas dos consumidores tem vindo
a fascinar investigadores da área da Psicologia Social, tendo o objetivo de perceber os
mecanismos internos e externos aos sujeitos que afetam a tomada das suas decisões. Neste
estudo analisou-se a opinião dos consumidores em relação à adequação da utilização de
humor em anúncios publicitários, verificando se existem diferenças nesta opinião, para
produtos e serviços, apresentando-lhes um total de 16 produtos e 16 serviços. Os resultados
evidenciaram as diferenças que existem entre os fatores que os consumidores consideram de
uso adequado para anuncios de produtos e para anúncios de serviços, apresentando uma
diferença significativa na média da adequação da utilização de humor, para produtos e
serviços. Adicionalmente, também se verificou esta diferença significativa entre produtos e
serviços, relativamente a outros fatores, como a quantidade de cor, a quantidade de texto e a
quantidade de pessoas presentes nos anúncios. Este estudo permite compreender as bases
sociais e psicológicas que fizeram com que a publicidade, e a forma como a interpretamos,
tenha evoluído em direção à area complexa e profunda que é hoje em dia, com várias
estratégias de promoção que surgiram e surgirão dependendo do tipo de produto/serviço
publicitado. Salienta-se também a importância, deixada clara neste estudo, de analisarmos as
nossas escolhas do dia-a-dia, compreendendo que estas tarefas aparentemente banais são
governadas por mecanismos complexos e subconscientes, que coordenam os nossos desejos e
vontades
ABSTRACT: The study of the psychological factors that affect consumer choices has fascinated researchers in the field of Social Psychology, with the aim of understanding the internal and external mechanisms of individuals, which affect their decision-making. In this study, consumers' opinion was analyzed regarding the adequacy of the use of humor in advertisements, verifying if there are differences in this opinion, for products and services, presenting them with a total of 16 products and 16 services. The results evidenced the differences that exist between the factors that consumers considered of adequate use for advertisements for products and for of services, presenting a significant difference in the average of the adequacy of the use of humor, for products and services. Additionally, there was also a significant difference between products and services, in relation to other factors, such as the amount of color, the amount of text and the amount of people presented in the ads. This study allows us to understand the social and psychological bases that made advertising, and the way we interpret it, evolve towards the complex and profound area that it is today, with various promotion strategies that have emerged and will emerge depending on the type. of product/service advertised. We also emphasize the importance, made clear in this study, of analyzing our everyday banal choices, understanding that these apparently banal tasks are governed by complex and subconscious mechanisms that coordinate our desires and wishes.
ABSTRACT: The study of the psychological factors that affect consumer choices has fascinated researchers in the field of Social Psychology, with the aim of understanding the internal and external mechanisms of individuals, which affect their decision-making. In this study, consumers' opinion was analyzed regarding the adequacy of the use of humor in advertisements, verifying if there are differences in this opinion, for products and services, presenting them with a total of 16 products and 16 services. The results evidenced the differences that exist between the factors that consumers considered of adequate use for advertisements for products and for of services, presenting a significant difference in the average of the adequacy of the use of humor, for products and services. Additionally, there was also a significant difference between products and services, in relation to other factors, such as the amount of color, the amount of text and the amount of people presented in the ads. This study allows us to understand the social and psychological bases that made advertising, and the way we interpret it, evolve towards the complex and profound area that it is today, with various promotion strategies that have emerged and will emerge depending on the type. of product/service advertised. We also emphasize the importance, made clear in this study, of analyzing our everyday banal choices, understanding that these apparently banal tasks are governed by complex and subconscious mechanisms that coordinate our desires and wishes.
Description
Dissertação de mestrado apresentada no Ispa - Instituto Universitário para a obtenção
do grau de Mestre na Especialidade De
Psicologia Social e das Organizações.
Keywords
Humor Produto Serviço Publicidade Humour Product Service Advertisements