Análise da correlação entre empoderamento feminino e escolha de marcas com diferentes status de poder

Abstract

Consumer behavior is formed by complex functions, developed throughout the history of consumption learning, influenced by antecedent and consequent factors to its occurrence (reinforcements, punishments, utilities or information). The behavioral model for analyzing consumer behavior - the Behavioral Perspective Model (BPM) - has been used with great success in understanding consumer processes. Considering female empowerment as a behavioral repertoire established throughout women's learning history, the present study seeks, centrally, to analyze how the discriminative control of brands of different power status occurs in consumers with different levels of empowerment. Forty (40) women, aged between 18 and 53, answered the following instruments: 1) Socioeconomic-demographic questionnaire (QSd); 2) Female Empowerment Measure (MEF); 3) Measure of Brand Knowledge and Quality (MCQ - M); 4) Luxury Brand Perception Measure (MPLM); and 5) Choice of Brands (EM). In a separate analysis, a higher proportion of choices for luxury brands was observed, but there was no correlation between female empowerment and power status brands. There was a positive correlation between brand power status and luxury perception, but no correlation with the knowledge and quality measure