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Publication
Compreender o que lhe vem à cabeça, quais as redes associativas que são criadas nas mentes dos consumidores para as marcas A, marca H, marca S, marca M, marca N, marca NW e marca V
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Abstract(s)
Todos os seres humanos associam facilmente atributos um pouco a tudo o que existe no mundo, sugerindo que representamos a realidade à nossa volta em termos de redes associativas que sustentem essas associações. Estas redes associativas contém informações importantes para a perceção e compreensão geral que um indivíduo tem da sua realidade. Sendo estas redes socialmente partilhadas internas, ou seja, não são visíveis, é necessário criar formas de lhe aceder. Um modo é pedir as pessoas refira livremente as associações a um alvo, de forma a que se possa aceder a todos os construtos que rodeiam esse alvo. Este estudo foi realizado para compreender a perceção que os consumidores portugueses têm de sete marcas líderes no mercado de telecomunicações (marca M, marca N, marca NW e marca V) e no mercado de tecnologia (marca A, marca H e marca S). Acedeu-se à rede associativa dando a marca como alvo e pedindo aos participantes para gerarem, palavras que associavam a cada marca (procedimento de associação livre). Após realizarem esta tarefa, os participantes cotavam quão relevante e qual a valência atribuída a cada uma das associações que fizeram. Tal permitiu uma análise de conteúdo detalhada onde seja avaliada a ordem das palavras face à relevância que os participantes atribuíam e a atitude que os participantes têm perante a marca através da análise da valência. Compararam-se as marcas entre si dentro de cada mercado, de forma a perceber o seu posicionamento relativo. Esta abordagem tem por base a investigação realizada no campo da Psicologia Social e a Psicologia do Consumidor sendo duas áreas que avaliam o comportamento do consumidor em diversos aspetos.
All human beings easily associate attributes a little with everything in the world, suggesting that we represent the reality around us in terms of associative networks that support these associations. These associative networks contain important information for an individual's general perception and understanding of their reality. Since these are socially shared internal networks, which means not visible, is necessary to create ways to access it. One way is to ask people to freely refer to associations to a target so that all the constructs surrounding that target can be accessed. This study was conducted to understand the perception that Portuguese consumers have of seven leading brands in the telecommunications market (brand M, brand N, brand NW and brand V) and in the technology market (brand A, brand H and brand S). The membership network was accessed by targeting the brand and asking participants to generate words that associated with each brand (free association procedure). After completing this task, participants rated how relevant and how valued each of the associations they made. This allowed a detailed content analysis where the word order was evaluated in terms of the relevance that the participants attributed and the attitude that the participants have towards the brand through the analysis of valence. The brands were compared with each other within each market, in order to understand their relative positioning. This approach is based on research conducted in the field of Social Psychology and Consumer Psychology being two areas that evaluate consumer behavior in various aspects.
All human beings easily associate attributes a little with everything in the world, suggesting that we represent the reality around us in terms of associative networks that support these associations. These associative networks contain important information for an individual's general perception and understanding of their reality. Since these are socially shared internal networks, which means not visible, is necessary to create ways to access it. One way is to ask people to freely refer to associations to a target so that all the constructs surrounding that target can be accessed. This study was conducted to understand the perception that Portuguese consumers have of seven leading brands in the telecommunications market (brand M, brand N, brand NW and brand V) and in the technology market (brand A, brand H and brand S). The membership network was accessed by targeting the brand and asking participants to generate words that associated with each brand (free association procedure). After completing this task, participants rated how relevant and how valued each of the associations they made. This allowed a detailed content analysis where the word order was evaluated in terms of the relevance that the participants attributed and the attitude that the participants have towards the brand through the analysis of valence. The brands were compared with each other within each market, in order to understand their relative positioning. This approach is based on research conducted in the field of Social Psychology and Consumer Psychology being two areas that evaluate consumer behavior in various aspects.
Description
Dissertação de Mestrado apresentada no ISPA – Instituto Universitário para obtenção de grau de Mestre na especialidade de Psicologia Social e das Organizações.
Keywords
Associação livre Psicologia social Psicologia do consumidor Análise de conteúdo Redes associativas Free association task Social psychology Consumer psychology Content analysis Associative networks