O impacto da comparação social no comportamento de consumo de jovens adultos em Oeiras-PI: inveja como fator influente na decisão de compra

Abstract

In a consumer context marked by social influences, social comparison is a frequent phenomenon, often resulting in feelings such as envy. Therefore, the general objective of this study was to analyze envy, resulting from social comparison, as a factor that can influence the consumer behavior of young people in the city of Oeiras. The specific objectives included: Investigating how emotional factors, especially envy, and processes such as social comparison influence the purchasing behavior of young adults; analyzing the impact of social comparison on the perception of need, desire to consume, and the pursuit of status; and identifying marketing strategies that utilize these factors to stimulate consumption among young people. This is a descriptive and exploratory study with a quantitative and qualitative approach, conducted through online questionnaires administered to individuals aged 15 to 29, residing in Oeiras. Through data analysis, it was possible to identify that although a minority opts for more rational decisions based on cost-benefit, the majority showed themselves susceptible to social and emotional pressures when consuming, with social comparison being a factor that intensifies the desire to acquire, especially in the pursuit of prestige and belonging, aspects exploited by marketing strategies. The study presents contributions to academia and marketing by providing insights into this impact and pointing to avenues for future research.