We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
UM ESTUDO EMPÍRICO SOBRE A CONSTRUÇÃO DA IDENTIDADE SOCIAL DO CONSUMIDOR DE TOY ART.
- Authors
Barboza, Renata Andreoni; Teixeira Ayrosa, Eduardo André
- Abstract
The existence of seemingly childish goods directed to adult consumers is a recent and growing market phenomenon. Having Toy Arts as an exemplar of such products, this investigation aims to understand how Toy Art consumers use it to build and manage their social identity, exploring the factors that trigger a process of extension of self. A qualitative study was conducted with in-depth interviews with 14 Toy collectors, male and female, between 19 and 38 years old, living in Minas Gerais, Rio de Janeiro, Rio Grande do Sul, São Paulo and Distrito Federal, during July and August 2009. Results show that informants use Toy Arts to build and manage their social identities, relying on it as a form of social expression and differentiation.
- Subjects
GROUP identity; IDENTITY (Psychology); TOYS in art; CONSUMERS; CONSUMERISM
- Publication
Revista de Ciências da Administração, 2013, Vol 15, Issue 37, p11
- ISSN
1516-3865
- Publication type
Article
- DOI
10.5007/2175-8077.2013v15n37p11