Um Ensaio Teórico sobre a Teoria de Priming no Contexto de Marcas Esportivas Outros Idiomas

ID:
40579
Resumo:
Esse ensaio teórico pretende confirmar algumas afirmações a respeito da teoria do priming, se utilizando do contexto esportivo. O priming é a ativação de estruturas de conhecimento interno através de um estímulo externo, sem qualquer consciência por parte do individuo. Como por exemplo, consumidores expostos à marcas de preço baixo tendem a gastar menos em situações de consumo quando comparados a consumidores expostos a marcas de prestígio. Com relação às marcas, é proposto que elas tenderão a funcionar como ferramentas de priming caso possuam a capacidade de antropomorfização. Ainda com relação às marcas, aspectos como o relacionamento prévio ou experiências passadas podem exercer influência sobre os resultados obtidos. Quanto aos estímulos de priming, questões como o tempo de exposição e o envolvimento com o estímulo podem sugerir diferentes resultados, ainda a quantidade de marcas expostas em um curto período de tempo pode confrontar significados e modificar o desencadeamento de ações. A escolha por marcas esportivas se deu pela sua capacidade de absorver significados distintos encontrados nos esportes, tornando possível que tais marcas desencadeiem comportamentos não necessariamente relacionados com as características encontradas nas mesmas. Onde marcas influenciam na autoconfiança e consequentemente na propensão ao risco em decisões subsequentes a sua exposição. Tais proposições de pesquisa visam uma contribuição para o enriquecimento da teoria do priming em geral e principalmente fornecerão novos recursos para os profissionais de marketing construírem suas estratégias de construção de marcas (brand equity).
Citação ABNT:
GALVÃO, F. H.; SILVA, D. M. L.; PRADO, P. H. M. Um Ensaio Teórico sobre a Teoria de Priming no Contexto de Marcas Esportivas. Revista Brasileira de Marketing, v. 15, n. 1, p. 16-27, 2016.
Citação APA:
Galvão, F. H., Silva, D. M. L., & Prado, P. H. M. (2016). Um Ensaio Teórico sobre a Teoria de Priming no Contexto de Marcas Esportivas. Revista Brasileira de Marketing, 15(1), 16-27.
DOI:
10.5585/remark.v15i1.2711
Link Permanente:
http://www.spell.org.br/documentos/ver/40579/um-ensaio-teorico-sobre-a-teoria-de-priming-no-contexto-de-marcas-esportivas/i/pt-br
Tipo de documento:
Artigo
Idioma:
Português
Referências:
Aaker, J. Dimensions of brand personality. Journal of marketing research. v. 34, n. 3, p. 347-356, 1997.

Aarts e Dikjsterhuis, 2000. Habits as Knowledge structures: Automaticity in goal directed behavior. Journal Personality Social Psychology, v. 63, p. 78-53, 2000.

Aarts, H.; Custers, R.; Veltkamp, M. Goal priming and the affective-motivational route to nonconscious goal pursuit. Social cognition, v. 26, n. 5, p. 555-577, 2008.

Aarts, H.; Gollwitzer, P.; Hassin, R. Goal contagion: Perceiving is for Pursuing. Journal of Personality and Social Psychology. v. 87, p. 23-37, 2004.

Aggarwal, P.; Mcgill, A. When Brands Seem Human, Do humans act like brands? Automatic behavioral Priming effects of Brand Anthropomorphism. Journal of Consumer Research, v. 39, 2012.

Allison, R.I.; Uhl, K. Influence of Beer Brand Identification on Taste Perception. Journal of Marketing Research, v. 1, p. 36-39, 1964.

Amar, M.; Ariely, D.; Bar-Hillel, M.; Carmon, Z.; Ofir, C. Brand names act like marketing placebos. The Hebrew University of Jerusalem. Center for the study of rationality. Discussion paper, n. 566. 2011.

Atalay, A. Mortality salience and Consumer Risk Taking: Striving for Personal control and Selfsteem. Tese (Dissertação) The Pennsylvania State University. 2007.

Azoulay,A.; Kapferer, J. Do Brand Personality Scales Really Measure Brand Personality? Brand Management, v. II, n. 2, p. 143-155, 2003.

Banting, L.; Dimmock, J.; Grove, R. The impact of automatically activated motivation on exerciserelated outcomes. Journal of Sport e Exercise Psychology, n. 33, p. 569-585, 2011.

Bargh, J.; Chartrand, T. Studying the Mind in the Middle: A Practical Guide to Priming and Automaticity Research. Handbook of Research Methods in Social Psychology. New York; Cambridge University Press, 2000.

Bargh, J.; Chartrand, T. The Unbearable automaticity of being. American Psychologist, v. 54, n. 7, p. 462-479, 1999.

Bargh, J.; Chen, M.; Burrows, L. Automaticity of social behavior; Direct effects of trait construct and stereotype activation on action. Journal of Personality and Social Psychology. n. 2, p. 230-244, 1996.

Bargh, J.; Gollwitzer, P. Environmental control of goal-directed action: Automatic and strategic contingencies between situations and behavior. In W.D. Spaulding. Nebraska Symposium on Motivation. vol. 41, pp. 71-124. Lincoln: University of Nebraska press, 1994.

Bargh, J.; Gollwitzer, P.; Lee-Chai, A.; Barndollar, K.; Trotschel, R. The Automated Will: Nonconscious Activation and Pursuit of Behavioral Goals. Journal of Personality and Social Psychology, v. 81, p. 1014-1027, 2001.

Bargh, J. Losing consciousness: Automatic influences on consumer judgment, behavior and motivation. Journal of consumer research. v. 29, 2002.

Bargh, J. The Four horsemen of Automaticity: Awareness, intention, efficiency and control in Social cognition. In: Wyer, R.; Srull, T. The Handbook of Social Cognition. New Jersey: Hillsdale, 1994.

Batra, R.; Lehman, R.; Singh, D. The Brand Personality component of Brand Goodwill: Some Antecedents and consequences. In: Aaker, D.; Biel, A Brand Equity and Advertising. Hillsdale, Lawrence Erlbaum Associates, 1993.

Bell, G. Self-Confidence and Persuasion in Car Buying. Journal of marketing Research, v. IV, p. 46-52, 1967.

Brakus, J.; Schmitt, B.; Zarantonello, L. Brand Experience: What is it? How is it measured? Does it affect loyalty? Jounal of Marketing, v. 73, p. 52-68, 2009.

Brasel, S.; Gips, J. Red Bull “gives you wings” for better or worse: A Double-edged impact of brand exposure on consumer performance. Journal of consumer Psychology, v. 21, p. 57-64, 2011.

Carver, C.; Ganellen, R.; Froming, W.; Chambers, W. Modeling: An Analysis in terms of category Accessibility. Journal of Experimental Social Psychology. v. 19, p. 403-421, 1983.

Carver, C.; Scheier, M. On the Self Regulation of Behavior. Cambridge University press, 1998.

Cesário, J.; Plaks, J.; Higgins, E. Automatic Social Behavior as Motivated Preparation to Interact. Journal of Personality and Social Psychology, v. 90, n. 6, p. 893-910, 2006.

Chartrand, T.; Fitzsimons, G.; Fitzsimons, G.J. Automatic Effects of Anthropomorphized objects on behavior. Social Cognition, v. 26, n. 2, p. 198-209, 2008.

Chartrand, T.; Huber, J.; Shiv, B.; Tanner, R. Nonconscious goals and consumer choice. Journal of Consumer Research, v. 35, 2008.

Chartrand, T. The Role of Conscious Awareness in Consumer Behavior. Journal of Consumer Psychology, v. 15, p. 203-210, 2005.

Chen, M.; Bargh, L. Consequences of automatic evaluation: Immediate behavioral predispositions to approach or avoid the stimulus. Personality and Social Psychology Bulletin, v. 25, p. 215-224, 1999.

Cox, D.; Bauner, R. Self-confidence and Persuability in Women. The Public Opinion Quarterly. v. 28, n. 3, p. 453-466, 1964.

Dash, J.; Schiffman, L.; Berenson, C. Risk-and Personality- Related Dimensions of Store Choice. Journal of Marketing, v. 40, n. 1, p. 32-39, 1976.

Delbaere, M.; McQuarrie, E.; Phillips, B. Personification in Advertising: Using a Visual Metaphor to Trigger Anthropomorphism. Journal of Advertising, v. 40, p. 121-130, 2011.

Dijksterhuis, A.; Knippenberg, A. The Relation Between Perception and Behavior, or How to Win a Game of Trivial Pursuit. Journal of Personality and Social Psychology. v. 74, p. 865-877, 1998.

Dijksterhuis, A.; Smith, P.; Baaren, R.; Wigboldus, D. The unconscious Consumer: Effects of Environment on Consumer Behavior. Journal of Consumer Psychology, v. 15, n. 3, p. 193-202, 2005.

Druckman, D.; Bjork, R. Learning, Remembering, Believing: Enhancing Human Performance. National Academy of Sciences, 1994.

Duclos, R.; Wen Wan, E.; Jiang, Y. Show me the Honey! Effects of Social Exclusion on Financial Risk-Taking. Journal of Consumer Research. v. 40, 2012.

Epley, N.; Waytz, A.; Cacioppo, J. On Seeing Human: A Three-Factor Theory of Anthropomorphism. Psychological Review. v. 114, n. 4, p. 864-886, 2007.

Época Negócios. Por dentro do planeta Nike. 2009. Disponível em: Acesso: 02 de maio de 2009.

Fitzsimons, G.; Bargh, J. Thinking of you. Nonconscious pursuit of interpersonal goals associated with relationship partners. Journal of Personality and Social Psychology. v 84, p. 148-163, 2003.

Fitzsimons, G.; Chartrand, T.; Fitzsimons, G. J. Motivated behavior: How APPLE makes you “think different”. Journal of Consumer Research. v. 35, 2008.

Fournier, S. Consumers and Their Brands: Developing Relationships Theory in Consumer Research. Journal of Consumer Research. v. 24,1998.

Friedman, R.; Elliot, A.J. Exploring the influence of sports drink exposure on physical endurance. Psychology of sports and exercise. n. 9, p. 749759, 2008.

Hayes, J. R. The complete problem solver. Franklin Institute Press. The Michigan University, p. 255, 2013.

Higgins, T. Knowledge Activation: Acessibility, Aplicability and Salience. New York: Guilford, 1996.

Kahneman, D.; Tversky, A. Prospect Theory: An analysis of decision under risk. Econométrica, v. 47, n. 2, 1979.

Keller, K. Brand Synthesis: The Multidimensionality of Brand Knowledge. Journal of Consumer Research, v. 29, 2003.

Keller, K. Building Customer-based brand equity. Creating brand resonance requires carefully sequenced brand building efforts. Marketing Management. v. 15, 2001.

Kerlinger, F. Metodologia de Pesquisa em Ciências Sociais. São Paulo: EPU-EDUSP, 1980.

Kotler, P.; Armstrong, G. Princípios de Marketing. São Paulo: Prentice Hall, 2007.

Kotler, P. Marketing para o século XXI. Como criar, conquistar e dominar mercados. São Paulo: Futura, 1999.

LANCE!NET. 'Arrisque Tudo' e 'Quem ganha fica' mostram o valor do futebol para a Nike, 2014. Disponível em: . Acesso: 01 de maio de 2014.

Laran, J.; Dalton, A.; Andrade, E. The Curious Case of Behavioral Backlash: Why Brands Produce Priming Effects and Slogans produce Reverse Priming effects. Journal of Consumer Research. v. 37, 2011.

Lee, C.; Linkenauger, S.; Bakdash, J.;Joy-Gaba, J.; Profitt, D. Putting like a pro: The role of positive contagion in Golf performance and perception. PLoS ONE, v. 6, n. 10. 2011.

Légal, J.; Meyer, T. Goal priming and self-efficacy: independent contributions to motor performance. Perceptual and Motor Skills, v. 108, p. 383-391, 2009.

Loibl, C.; Cho, S.; Diekmann, F.; Batte, M. Consumer self-confidence in searching for information. The Journal of Consumer Affairs. v. 43, n. 1, 2009.

Long, C.; Gable, P.; Boerstler, C.; Albee, C. Brands Can Be Like Friends: Goals and interpersonal motives influence attitudes toward preferred brands. In: Fournier, S.; Breazeale, M.; Fetscherin, M. Consumer- Brand relationships: Theory and Practice. Routledge. 2012.

Malhotra, K. A Scale to Measure Self-concepts, Person Concepts and Product Concepts. Journal of Marketing Research. v. 23, p. 456-464, 1981.

Malhotra, N. K. Pesquisa de Marketing: uma orientação aplicada. Porto Alegre: Bookman, 2012.

Martins, G. A.; Theóphilo, C. R. Metodologia da investigação científica para ciências sociais aplicadas. São Paulo: Atlas, 2007.

Maurya, U.; Mishra, P. What is a Brand?A Perspective on Brand Meaning. European Journal of Business and Management. v. 4, n. 3, 2012.

McDonald, M. Planos de Marketing. Como criar e implementar planos eficazes. Rio de janeiro: Elsevier, 2002.

Miller, G. The Mating Mind. Londres: Heinemann, 2000.

Muniz, K. Avaliação das Dimensões da Personalidade de Marca no Contexto Brasileiro. Curitiba, 2005. Dissertação (Mestrado em Administração) - Pontifícia Universidade Católica do Paraná, dissertação de mestrado. 2005.

Muniz, K.; Marchetti, R. Brand Personality Dimensions in the Brazilian Context. Brazilian Administration Review, v. 9, n. 2, p. 168-188, 2012.

Nicholson, N.; Fenton-O´Creevy, M.; Soane, E.; Willman, P. Risk Propensity and personality. 2001.

Pallant, J. Survival manual: a step by step guide to data analysis using SPSS for Windows third edition. Nova Iorque-Ny-EUA: Open University. 2007.

Pickett, J. Anthropomorphism. The American Heritage Dictionary of the English Language. 4 ed. Houghton Mifflin Company, 2000.

Puzakova, M.; Kwak, H.; Rocereto, J. When humanizing Brands Goes Wrong: The Detrimental Effect of Brand Anthropomorphization Amid Product Wrongdoings. Journal of Marketing, v. 77, p. 81-100, 2013.

Rein, I.; Kotler, P.; Shields, B. Marketing Esportivo. A Reinvenção do esporte na busca por torcedores. Porto Alegre: Bookman, 2008.

Sambolec, E.; Kerr, N.; Messé, L. The role of competitiveness at social tasks: Can indirect cues enhance performance? Journal of Applied Sport Psychology, v. 19, p. 160-172, 2007.

Schmitt, B. The Consumer Psychology of Brands. Journal of Consumer Psychology, v. 22, p. 7-17, 2012.

Sitkin,S. B.; Pablo, A. L. Reconceptualizing the Determinants of Risk Behavior. Academy of Management Review, v. 17, n. 1, p. 9-38, 1992.

Springfield, S.; Sharma, P. Brand Humanity: transforming the business of building brands. In: Fournier, S.; Breazeale, M.; Fetscherin, M. Consumer- Brand relationships: Theory and Practice. Routledge, 2012.

Stajkovic, A.; Locke, E.; Blair, E. A first examination of the relationships between primed subconscious goals, assigned conscious goals, and task performance. Journal of applied psychology, v. 91, n. 5, p. 1172-1180, 2006.

Tzelgov, J. Automaticity and Processing Without Awareness. PSYCHE, v. 5, 1999.

Vealey, R. Conceptualization of sport-Confidence and competitive Orientation: Preliminary Investigation and Instrument Development. Journal of Sport Psychology, v. 8, p. 221-246, 1986.

Wann, D.; Branscombe, N. Person perception when aggressive or nonaggressive sports are primed. Aggressive Behavior, v. 16, p. 27-32, 1990.

Zikmund, W.; Scott, J. A Multivariate Analysis of Perceived Risk Self-Confidence and Information Sources. Advances in Consumer Research, v. 1, p. 406-416, 1974.

Zuckerman, M.; Cohen, N. Sources of reports of visual and auditory sensations in perceptualisolation experiments. Psychological Bulletin, v. 62, n. 1, 1964