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Publication
Fluência de processamento e personalidade das marcas: Será que existe relação?
Advisor(s)
Abstract(s)
O objetivo deste estudo centra-se em tentar perceber a relação entre a fluência de processamento e a personalidade das marcas. Sabe-se que quanto mais vezes e maior o tempo de exposição o sujeito estiver em contacto com o objeto ou um produto mais favorável será a sua avaliação do produto o que fará com que haja uma maior propensão para a escolha desse prod0075to ou marca. Outro fator importante para a aquisição de um produto é a personalidade das marcas, que tal como as pessoas, as marcas também possuem traços de personalidade o que quando em congruência com os traços do sujeito aumenta a probabilidade da compra objeto/marca por parte do sujeito. Neste estudo procura-se perceber a relação entre a fluência de processamento e a personalidade das marcas, isto é, tentar perceber se a facilidade com que processamos a informação sobre o produto de uma marca (quer por fluência percetiva, quer por fluência conceptual) irá influenciar a perceção que o sujeito tem da personalidade do objeto/marca. Neste estudo manipulou-se a variável tipo de fluência e mediu-se os efeitos na perceção de personalidade das marcas através da escala de Aaker (1997). Os resultados do presente estudo só suportam a hipótese para uma das cinco dimensões da escala.
The objective of this study revolves around understanding the relationship between processing fluency and the personality of brands. It is known that the more times and the greater the exposure time the subject is in contact with an object or product, more favorable will be his evaluation of the product which will make that there is a greater propensity to choose that product or brand. Another important factor for the acquisition of a product is the personality of the brands, that like people, also have traits of personality that when in congruence with the traits of the subject increases the probability of the object / brand purchase by the subject. In this study we are looking to understand the relationship between the processing fluency and the personality of the brands, that is, trying to understand if the bigger the time we are in contact with an object it will influence the subject’s percecption has about the personality of the object/brand. In this study we try to understand the relationship between the processing fluency and the personality of the brands, that is, to try to understand if the ease with which we process the information about the product of a brand (either by perceived fluency or by conceptual fluency) will influence the subject's perception of the object / brand personality. In this study the variable fluency type was manipulated and the effects on the perception of brand personality were measured through the Aaker scale (1997). The results of the present study only support the hypothesis for one of the five scale dimensions.
The objective of this study revolves around understanding the relationship between processing fluency and the personality of brands. It is known that the more times and the greater the exposure time the subject is in contact with an object or product, more favorable will be his evaluation of the product which will make that there is a greater propensity to choose that product or brand. Another important factor for the acquisition of a product is the personality of the brands, that like people, also have traits of personality that when in congruence with the traits of the subject increases the probability of the object / brand purchase by the subject. In this study we are looking to understand the relationship between the processing fluency and the personality of the brands, that is, trying to understand if the bigger the time we are in contact with an object it will influence the subject’s percecption has about the personality of the object/brand. In this study we try to understand the relationship between the processing fluency and the personality of the brands, that is, to try to understand if the ease with which we process the information about the product of a brand (either by perceived fluency or by conceptual fluency) will influence the subject's perception of the object / brand personality. In this study the variable fluency type was manipulated and the effects on the perception of brand personality were measured through the Aaker scale (1997). The results of the present study only support the hypothesis for one of the five scale dimensions.
Description
Dissertação de Mestrado apresentada no ISPA – Instituto Universitário para obtenção do grau de Mestre na especialidade de Psicologia Social e das Organizações
Keywords
Fluência Personalidade Marcas Fluency Personality Brands