What Brazilian and Portuguese adolescents think about buying?
Keywords:
Social representations, Buying, Adolescents, Brazil, PortugalAbstract
Consumption and the acquisition of material goods play an important role in the life of people and media
exposure of products has a particular influence on adolescent public. In order to identify the social representations of buying
in this age group, we asked 482 Brazilian adolescents and 238 Portuguese adolescents to express themselves on the word
“buying” in a task of word association. The responses were analyzed by means of the program of textual data analysis Alceste
that extractedsix classes of words associated to products that are typical of the adolescent public, and classes related to aspects
of buying (emotional and cognitive) and to the buying environment. Sex belongingness and socioeconomic context also showed
an effect on the formed representations.
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