Depleção do ego

uma contextualização do fenômeno na pesquisa do consumidor

Autores

  • Fernanda Catelan Callegaro

Palavras-chave:

Autocontrole, Depleção do ego, Tomada de decisão, Consumidor

Resumo

O fenômeno em que os indivíduos reduzem significativamente a sua capacidade de se autocontrolar após terem exercido duas tarefas consecutivas é conhecido como o efeito da depleção do ego (ego-depletion) (Muraven, Tice & Baumeister, 1998). Essa abordagem teórica pressupõe que os efeitos da depleção do ego ocorrem devido à disponibilidade limitada de recursos do autocontrole, um conjunto de recursos psicológicos aos quais os indivíduos recorrem como forma de resistir a respostas impulsivas (Muraven & Baumeister, 2000). No contexto da psicologia social, o tema vem sendo amplamente investigado, em vista do crescente número de estudos publicados. Em contrapartida, no comportamento do consumidor, esse número é menos expressivo (Baumeister, Sparks, Stillman & Vohs, 2008). Com base nesse cenário, este artigo se propõe a analisar os estudos que integram as temáticas depleção do ego e a tomada de decisão do consumidor. Para tanto, o método utilizado foi uma revisão sistemática da literatura, a qual abrangeu periódicos expressivos da área como, por exemplo, o Journal of Consumer Research (JCR). Os resultados mostram que a área do comportamento do consumidor tem buscado contribuir para o avanço da compreensão do fenômeno, uma vez que tem proposto novas teorias para explicar os efeitos da depleção do ego.

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Publicado

2018-02-01

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Callegaro, F. C. (2018). Depleção do ego: uma contextualização do fenômeno na pesquisa do consumidor. International Journal of Business Marketing, 3(1), 082–093. Recuperado de https://www.ijbmkt.org/ijbmkt/article/view/93

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