Fatores emocionais na aquisição de imóveis / Emotional factors in property acquisition

Victor Hugo Fernandes de Almeida Ferreira, Célio Gomes Lima Júnior, José Demontier Vieira de Souza Filho, Roberto dos Santos Oliveira Araújo

Abstract


A indústria da construção civil tem se utilizado da moderna tendência do marketing que ressalta o conhecimento das necessidades e requisitos dos clientes como uma das fontes para o crescimento das vendas. Este trabalho objetiva apresentar as emoções mais frequentes no ato de consumo de um imóvel, buscando-se os fatores emocionais presentes nesse contexto. Para tanto, a partir das contribuições conceituais dos estudos relacionados à teoria cognitiva das emoções, foi elaborado um survey para coleta de dados envolvendo 462 respondentes da cidade de Fortaleza, identificando seu perfil socioeconômico e sua frequência emocional fundamentado na Escala DES (Differencial Emotions Scale) fortemente utilizada nas pesquisas sobre emoções e consumo. Os resultados foram analisados, seguindo-se a metodologia da análise fatorial para redução do número de variáveis, e revelaram a presença de dois fatores chamados de Fatores Positivos (interesse, alegria e surpresa) e negativos (vergonha, raiva, desgosto, culpa, desprezo, tristeza e medo). Dessas emoções, as mais frequentes no ato da compra de imóveis foram interesse, alegria, surpresa e medo.


Keywords


Comportamento do Consumidor, Fatores Emocionais, Imóveis.

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DOI: https://doi.org/10.34117/bjdv7n1-242

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