R E V I S T A D A E S P M –
MAIO
/
JUNHO
DE
2006
142
I
A D A E S P M –
MARÇO
/
ABRIL
DE
2007
CONSUMPTION – FREEWILL OR
MANIPULATION?
A PSYCHOLOGICAL ASSESSMENTOFTHE
INFLUENCE OF ADVERTISING ON CON-
SUMERS’ BEHAVIOUR
JOYCEAJUZCOELHO
pAgE16
Thecultureof consumptionand the
development of communications
havehadadeep impact on the
behaviour of individuals; and, as
such, havebeen theobject of studies
in thefieldof social sciences.
This articleestablishes aparallel
between someanthropological and
sociological concepts about
consumptionand threepsychological
approaches (behaviourist, cognitive
andpsychoanalytical), aimingat a
reflectionabout the influenceof
advertisingonconsumers’ behaviour.
MARKETINGANDDIGITAL COM-
MUNITIES: FROMDISCOURSETO
DIALOGUE
MARCELOCOUTINHO
pAgE28
Thearticlediscusses thegrowing
impact of communitiesbuilt around
computer networkson thefieldof
marketingcommunications, and
proposespracticalmeans through
whichcompaniesmay introduce their
brands as subjects, in this formof
consumers’ interaction.
The factors contributing to the
formationof traditional
communitieswithcommon
purposes, suchas leadership, trust,
interactionand feelingof belonging,
maybeadapted to thevarious for-
matsof on-linecommunities (blogs,
photoblogs, communal sites, social
nets andvirtual environment), as long
as thecompanies involved take into
account thepeculiar characteristics
of eachone.Theauthor emphasises
that, for younger generations, on-line
communitiesmaybeameans for
marketingcommunications as
important as traditionalmassmedia.
WHYDIDRETAILBECAME
AVILLAIN?
FRANCISCOGRACIOSO
pAgE40
Theauthor draws ananalogy
between the spirit ofmodern retail
and thenatureof contemporary
marketing, evermorenimble, quick
andobjective.Tounderstand thisnew
marketing it isnecessary tobetter
understandwhat retail is about,
nowadays.To someextent, retailers
have taken the leadon theirs sup-
pliers as caterers to theneeds and
desiresof thegreatmassof consum-
erswhodonot usuallygo to thebig
shoppingcenters.Theauthoralsostresses
theroleofretailwhichgoesbeyonda
merepoint-of-purchase,tobecome
centersofirradiationofbrandimage.
THE DISCOVERY OF BRAZIL IN
THE 21ST CENTURY: LOW-IN-
COMECONSUMERS
FÁBIOMARIANO
pAgE48
One important subculturehas
galvanised theattentionofmarkets
andmedia in the last sevenyears:
low-incomeconsumers.
Nevertheless, knowledgeand studies
about this segment are still scarce.The
traditionalmarket-research surveys
haveallbut ignored it, andyet they
haveacquired renewed importance.
Low-incomeconsumersareno longer
dismissedas“thepoor”. Itwas
inevitable thatpre-notionsandmyths
would taint theviewofbusiness
enterprise ingeneral about this (and
other) subcultures.The recentboomof
thepopularmarket,however,
representsanopportunity to
encouragenewstudiesabout thevalues
and feelingsof thesenewconsumers,
thatgobeyondsimplestatistics.The
articleproposes theuseofethnographic
toolsasameans forbetter
understandingof the theme.
WOMEN’SBRANDS: 45YEARSOF
MAGAZINEADVERTISING
CECÍLIARUSSO
JAIMETROIANO
pAgE62
In business, one often looks toward
the future to search for significant
Abs
tracts
ENGLISH
