O impulso da pertença: a influência da identidade social na compra por impulso de jovens Portugueses

Rita Gonçalves; Samuel Lincoln Bezerra Lins; Sibele Dias de Aquino; Luana Elayne Cunha de Souza

doi:10.18046/j.estger.2021.161.3977

Autores/as

Rita Gonçalves Assistente de Investigação, Faculdade de Psicologia e de Ciências a Educação, Universidade do Porto, Porto, Portugal. https://orcid.org/0000-0001-6068-3702
Samuel Lincoln Bezerra Lins Professor Auxiliar e Investigador, Faculdade de Psicologia e de Ciências da Educação, Universidade do Porto, Porto, Portugal. https://orcid.org/0000-0001-6824-4691
Sibele Dias de Aquino Doutoranda, Programa de Pós-Graduação em Psicologia, Pontifícia Universidade Católica do Rio de Janeiro, Rio de Janeiro, Brasil. https://orcid.org/0000-0003-1391-0911
Luana Elayne Cunha de Souza Professora Adjunta, Programa de Pós-graduação em Psicologia, Universidade de Fortaleza, Fortaleza, Brasil. https://orcid.org/0000-0001-9425-9598

DOI:

https://doi.org/10.18046/j.estger.2021.161.3977

Palabras clave:

tendencia a la compra por impulso, emociones, descuento, juventud, marca, identidad social

Resumen

La compra por impulso es un tema complejo con influencias diversas. Este estudio experimental tuvo como objetivo analizar el efecto de la identidad social, las emociones y la marca del producto en la tendencia de los jóvenes a comprar zapatillas por impulso. Participaron 545 jóvenes portugueses, quienes respondieron un cuestionario en línea sobre un escenario experimental para la compra de zapatillas Adidas. Los resultados indican que el descuento influye en la compra impulsiva y las emociones positivas median la relación entre la identificación con los jóvenes y la compra impulsiva. También hubo una propensión a apropiarse de la marca como marcador de identidad. Así, además de las características del producto, los procesos de grupo pueden estar relacionados con este comportamiento de compra.

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