文章基本信息

标题：O consumidor envergonhado – reflexões sobre o sentimento de vergonha no marketing
本地全文：下载
作者：João Felipe R. Sauerbronn ; Eduardo André Teixeira Ayrosa ; Denise Franca Barros 等
期刊名称：Cadernos EBAPE.BR
印刷版ISSN：1679-3951
出版年度：2005
卷号：3
期号：2
页码：1-11
出版社：Escola Brasileira de Administração Pública e de Empresas - Fundação Getulio Vargas
摘要：This work relates the first steps of a wider study about emotional antecedents of consumption. The authors consider a multidisciplinary approach to propose a framework for the feeling of shame that is useful to understand relations between consumers and marketing offers. Adopting an approach that consider consumption as a socially constructed discourse which is wider than that the simple act of making economic choices, the authors discuss the interactions between shame, consumption behaviors and marketing actions.