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Análise das Relações entre Atenção e Saciação no Consumo

DOI: http://dx.doi.org/10.15600/1679-5350/rau.v14n2p210-235

http://www.raunimep.com.br/ojs/index.php/regen/index

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Ana P. Kieling1 & Cleber Cervi2

 

Resumo: Estudar os processos adaptativos de consumo é essencial para compreendermos como reagimos ao longo do tempo frente a nossas escolhas como consumidores. Identificar por quanto tempo estaremos felizes com um produto, quando estaremos prontos para vivenciar uma nova experiência de compra e como estes mecanismos podem ser utilizados de modo a ampliar nosso bem-estar são questões que têm sido, aos poucos, desvendadas pela ciência. Pesquisadores do campo do consumo (GALAK, KRUGER e LOEWENSTEIN, 2013; REDDEN, 2008; REDDEN; GALAK, 2012; REDDEN; HAWS, 2013) vem centrando seus estudos em compreender como o ato de consumir é influenciado pelos processos adaptativos de consumo, em específico, a saciação. A saciação trata-se de um mecanismo de adaptação do consumidor responsável pelo declínio do prazer ao repetir ou prolongar o consumo (REDDEN, 2008; GALAK, REDDEN e KRUGER, 2009). Neste contexto, o grande desafio dos estudiosos do tema é encontrar maneiras de reduzir a saciação (REDDEN, 2008; GALAK, KRUGER e LOEWENSTEIN, 2013). Dentre os aspectos psicológicos, a atenção é um dos processos cognitivos mais importantes para a área de comportamento do consumidor, pois a compra e/ou consumo inicia-se a partir do momento que se consegue deter a atenção dos consumidores. Além disso, estudos demonstram que prestar atenção no que se faz é fundamental para aumentar o bem-estar do indivíduo (BROWN; RYAN, 2003; KILLINGSWORTH; GILBERT, 2010). Considerando que a saciação é um processo inevitável e inerente ao ser humano e que os aspectos cognitivos, como a atenção, influenciam a saciação (GALAK, REDDEN e KRUGER, 2009; POOR, DUHACHEK e KRISHNAN, 2012; REDDEN, 2008), faz-se importante entender como os dois fenômenos se relacionam e influenciam o consumo. Assim, este trabalho tem como objetivo apresentar um apanhado da produção científica sobre relações entre atenção e saciação no consumo, publicada no Journal of Consumer Research (JCR), através de levantamento bibliométrico e da análise das publicações nos últimos 30 anos. Para tal, foi realizada uma busca nos domínios do periódico, identificando 07 artigos envolvendo as variáveis “atenção” e “saciação”. A partir da revisão, percebeu-se que há predominância da abordagem quantitativa, com ênfase no método experimental como estratégia de coleta de dados. Notou-se também um baixo índice de pesquisas que analisem atenção e saciação como variáveis principais e, ainda que o espaço temporal pesquisado tenha sido de 1985 a 2014, o estudo demonstra que os temas receberam mais interesse somente a partir de 2004. Com base nas análises realizadas, os autores sugerem pontos importantes para pesquisas futuras, destacando que a abordagem destas temáticas como variáveis principais de pesquisa é um campo promissor.

Palavras-chave: atenção; saciação; consumo; levantamento bibliométrico; JCR.

 

Abstract: To study the adaptive processes of consumption is essential to understand how we react to our choices as consumers over time. Identify how long we will be happy with a product, when we will be ready to experience a new purchasing experience and how these mechanisms can be used in order to increase our well-being are issues that have been gradually unveiled to science. Researchers from the consumer field (GALAK, KRUGER; LOEWESTEIN, 2013, REDDEN, 2008; REDDEN; GALAK, 2012; REDDEN; HAWS, 2013) has been focusing their studies in understanding how the act of consumption is influenced by adaptive processes of consumption, specifically, the satiation. Satiation is a consumer adaptation mechanism responsible for the decline of pleasure to repeat or prolong consumption (REDDEN, 2008; GALAK; REDDEN; KRUGER, 2009). In this context, the major challenge to the scholars is to find ways to reduce satiation (REDDEN, 2008; GALAK; KRUGER; LOEWESTEIN, 2013). Among the psychological aspects, attention is one of the most important cognitive processes for consumer behavior area as the purchase and / or consumption starts from the moment that can hold attention of consumers. Furthermore, studies show that paying attention to what you do is critical to increase the individual's well-being (BROWN, RYAN, 2003; KILLINGSWORTH; GILBERT, 2010). Whereas satiation is an inevitable process and inherent to the human being and that the cognitive aspects, such as attention, influence satiation (GALAK; REDDEN; KRUGER, 2009; POOR, DUHACHEK; KRISHNAN, 2012; REDDEN, 2008), is important to understand how the two phenomena are related and influence consumption. Thus, this paper aims to present an overview of scientific literature that address the relation between attention and satiation in consumption, published in the Journal of Consumer Research (JCR), through bibliometric survey and analysis of publications over the past 30 years. A research was conducted in the journal database, identifying 07 articles involving the variables "attention" and "satiation". From the review, it was noted that there is a predominance of the quantitative approach, emphasizing the experimental method as a data collection strategy. It was also noted a low research rate that aims to analyze attention and satiation as key variables and, although the timeline has been analyzed from 1985 to 2014, the study shows that the subjects received more interest only since 2004. Based on these results, the authors suggest important points for future research, highlighting that the study of these issues as key variables of research is a promising field.

Key words: attention; satiation; consumption, bibliometric survey; JCR.

 

1 Universidade do Vale do Itajai. Email: anakieling@gmail.com
2 Universidade Federal do Rio Grande do Sul. Email: clebercervi@gmail.com

 

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