A psicologia e a análise do comportamento no marketing: uma análise do livro O comportamento do consumidor: comprando, possuindo e sendo (Solomon, 1996/2008)

• Ano de defesa: 2010
• Autor(a) principal: Gracia, Tatiana Gurgel Casanova
• Orientador(a): Guedes, Maria do Carmo
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Psicologia Experimental: Análise do Comportamento
• Departamento: Psicologia
• País: BR
• Palavras-chave em Português: Análise do comportamento; Comportamento do consumidor; Psicologia
• Palavras-chave em Inglês: Behavior analysis; Marketing; Consumer behavior; Psychology
• Área do conhecimento CNPq: CNPQ::CIENCIAS HUMANAS::PSICOLOGIA::PSICOLOGIA EXPERIMENTAL
• Link de acesso: https://tede2.pucsp.br/handle/handle/16618

In order to understand how consumer behavior is being presented at MBA Marketing courses in Brazil it was done an analysis of the book Consumer Behavior (Solomon, 1996/2008), since it is the most recommended book in these courses. To identify and analyze the Psychology approaches in the book three lists of terms were elaborated (Behavior Analysis, Psychology and Psychological Phenomena) and then their posterior localization in the digitalized book. Three studies were conducted with the obtained data: (1) Occurrence of Behavior Analysis, Psychology and Psychological Phenomena‟s terms in the book; (2) Sources cited by the author in chapter 3 (Learning and Memory) and chapter 10 (Buy and Discard); and (3) Analysis of Behavior Analysis, Psychology and Psychological Phenomena‟s terms in the explanation of marketing‟s interest behaviors. The results of Study 1 pointed that Psychology had the minor number of terms found in the book (8) but with the major occurrence (471) when compared to Behavior Analysis (22 e 209) and Psychological Phenomena (19 e 453). Chapter 3 was identified as the chapter with most occurrence and variety of Behavior Analysis and Psychological Phenomena‟s terms while the major variety of Psychology terms were found in chapter 7 (Attitudes), the variety of Psychology terms were not concentrated in only one chapter. In Study 2 the analysis of the references cited by the author demonstrated that they were mainly classified as scientific references in chapter 3 and 10. It was verified if the references had in the source or publication title some of the Behavior Analysis, Psychology or marketing‟s terms. One source and 18 titles were classified as Behavior Analysis; half of the titles presented the term behavior. The results of Study 3 showed that the text passages which contained only Behavior Analysis terms were mainly in Chapter 3 while Psychology and Psychological Phenomena were mainly in chapter 10. As to the classifications of the terms it was possible to observe that in chapter 3 the majority of the terms were classified as scientific definition of all the categories while in chapter 10 the majority of the classifications were usage of the term . The analysis of the selected passages in which there were Behavior Analysis‟ terms classified as scientific definition showed that seven of them were about classical conditioning (marketing stimuli pairing) and eight were about operant conditioning (dealing with consequences produced by the buying behavior up until sellers training). The analysis made pointed to the presence of Behavior Analysis‟ basic concepts, restricted to classical and operant conditioning. Some hypothesis were raised to explain this restriction and there were designed some strategies to increase the application of behavior analysis knowledge to marketing