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Publication
A construção de uma marca, com significado próprio, no âmbito do ciclo do hábito: deixa - rotina - recompensa
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Advisor(s)
Abstract(s)
O ciclo do hábito trata-se de um ciclo neurológico, um comportamento que nos acompanha desde o momento do nosso nascimento. Para que consigamos reconhecer os nossos hábitos é essencial identificarmos os componentes dos seus ciclos, nomeadamente a deixa, a rotina e a recompensa. Ao sermos capazes de identificar o ciclo do hábito de um comportamento em especial, será possível procurar maneiras de substituir velhos vícios por novas rotinas.
Se cada um de nós consegue identificar alguns dos hábitos presentes nas nossas vidas, também é possível que as marcas que nos rodeiam consigam constatar esses comportamentos. Mas para isso acontecer é necessário que as marcas se direcionem para uma vertente mais humana, de modo a compreenderem o funcionamento do ser humano. Ao se tornarem humanizadas as marcas deixam de ser o rosto que está por detrás de um produto individual e aproximam-se da sua essência, a um nível quase espiritual. A procura desta essência por parte das marcas traduz-se no ganho de significado próprio.
O objectivo deste trabalho passa por juntar estes dois pontos, o ciclo do hábito no ser humano e a capacidade de marcas com significado próprio conseguirem compreender os comportamentos humanos de forma a movimentarem-se no mercado de uma maneira mais orgânica. E mais importante, passarmos a caminhar lado a lado com as marcas.
The cycle of habit is a neurological cycle, a behavior that follows us from the moment of our birth. In order for us to recognize our habits it is essential to identify the components of their cycles, respectively the cue, the routine and the reward. By being able to identify the cycle of habit of a particular behavior, it will be possible to look for ways to replace old addictions by new routines. If each of us can identify some of the habits present in our lives, it is also possible that the brands that surround us can verify these behaviors. But for that to happen it is necessary that the brands go towards a more human aspect, so as to understand the functioning of the human being. By becoming humanized the brands cease to be the face that stands behind an individual product and approach its essence, on an almost spiritual level. The search for this essence by brands translates into the gain of self-meaning. The aim of this work is to combine these two points, the cycle of the habit of the human being and the capacity of brands with selfmeaning to understand human behavior in order to move in the market in a more organic way. And more importantly, we walk side by side with brands.
The cycle of habit is a neurological cycle, a behavior that follows us from the moment of our birth. In order for us to recognize our habits it is essential to identify the components of their cycles, respectively the cue, the routine and the reward. By being able to identify the cycle of habit of a particular behavior, it will be possible to look for ways to replace old addictions by new routines. If each of us can identify some of the habits present in our lives, it is also possible that the brands that surround us can verify these behaviors. But for that to happen it is necessary that the brands go towards a more human aspect, so as to understand the functioning of the human being. By becoming humanized the brands cease to be the face that stands behind an individual product and approach its essence, on an almost spiritual level. The search for this essence by brands translates into the gain of self-meaning. The aim of this work is to combine these two points, the cycle of the habit of the human being and the capacity of brands with selfmeaning to understand human behavior in order to move in the market in a more organic way. And more importantly, we walk side by side with brands.
Description
Keywords
Gestão do design Comportamento Marca Construção de marca Hábito Ciclo Humano Projeto de mestrado