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A importância do design emocional no comportamento de compra do consumidor: um estudo empírico sobre o impacto do design das embalagens na tomada de decisão de compra
| Name: | Description: | Size: | Format: | |
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| 15.09 MB | Adobe PDF | |||
| 565.96 KB | Adobe PDF |
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Abstract(s)
Atualmente é cada vez mais frequente as pessoas mudarem o seu comportamento de compra. Os consumidores procuram ao máximo embalagens que de alguma maneira despertem variadas reações e emoções, fortes, fracas, positivas ou negativas.
As emoções têm um papel fundamental no nosso dia-a-dia. Ajudam-nos a tomar decisões, inclusive sobre quais os produtos que consumimos. Dessa forma, surge o design emocional, cujo conceito visa compreender as interações entre as embalagens dos produtos e as nossas emoções.
O presente estudo tem como objetivo compreender a importância do design emocional no comportamento de compra do consumidor e o impacto do design das embalagens na tomada de decisão de compra, surgindo assim a questão de investigação que conduz todo o estudo: “Em que medida o design emocional, quando aplicado em embalagens, pode exercer influência no comportamento de compra do consumidor?”
Face a esta problemática, delineou-se uma metodologia mista de investigação, recorrendo-se a um inquérito por questionário e a entrevistas abertas. Em concreto, construiu-se, validou-se e aplicou-se um questionário que pretendeu estudar a influência do design emocional no comportamento de compra dos consumidores, aplicado a uma amostra diversificada de indivíduos (n=215).
Os resultados do estudo apontam no sentido de uma confirmação do papel do design emocional, aplicado nas embalagens, que exerce uma grande influência no comportamento de compra do consumidor.
Nowadays it is more and more frequent that people change their buying behavior. Consumers are looking for packaging as much as possible that somehow triggers various reactions and emotions, either strong or weak, positive or negative. Emotions play a fundamental role in our lives. They help us make decisions, including choosing the products that we consume. That’s when emotional design enters, in other words, it consists on understanding interactions between product packaging and our emotions. This study aims to understand the importance of emotional design in the consumer's buying behavior and the impact of packaging design on the purchase decision making, thus raising the research question that drives the entire study: “To what extent does design when applied to packaging, can it influence the consumer's buying behavior?” Facing this problem, a mixed investigation methodology was outlined, using a questionnaire survey and open interviews. In particular, a questionnaire was built, validated and applied in order to analyze the influence of emotional design on consumers purchasing behavior, applied to a diverse sample of individuals (n = 215). The results of the study point towards a confirmation of the role of emotional design, applied to packaging, which exerts a great influence on the consumer's buying behavior.
Nowadays it is more and more frequent that people change their buying behavior. Consumers are looking for packaging as much as possible that somehow triggers various reactions and emotions, either strong or weak, positive or negative. Emotions play a fundamental role in our lives. They help us make decisions, including choosing the products that we consume. That’s when emotional design enters, in other words, it consists on understanding interactions between product packaging and our emotions. This study aims to understand the importance of emotional design in the consumer's buying behavior and the impact of packaging design on the purchase decision making, thus raising the research question that drives the entire study: “To what extent does design when applied to packaging, can it influence the consumer's buying behavior?” Facing this problem, a mixed investigation methodology was outlined, using a questionnaire survey and open interviews. In particular, a questionnaire was built, validated and applied in order to analyze the influence of emotional design on consumers purchasing behavior, applied to a diverse sample of individuals (n = 215). The results of the study point towards a confirmation of the role of emotional design, applied to packaging, which exerts a great influence on the consumer's buying behavior.
Description
Keywords
Comportamento do consumidor Tomada de decisão de compra Embalagem Design emocional