Sociedade de consumo e neuromarketing

  • Miguel Pedro Rodrigues Oliveira Bastos (Student)

Student thesis: Master's Thesis


Summary in context - Neuromarketing has been gaining, for the last decades much importance and scientific relevance in Organizational and Work Psychology. Objective – This survey aims a thoroughly analysis of the consumerist´s perceptions of the different kinds of trade, urban or rural, and also aims at identifying their emotions. Methodological design – The conducted survey was composed of two parts, in the first part, this survey was conducted having as basis the main characteristics of traditional trade and opposing them to the main characteristics of trade in large commercial areas; in a second phase, the survey was conducted having as basis the main emotions (happiness, sadness, surprise, shame, enthusiasm, well-being, anguish, calmness, tension and tranquility) which are related to consumption. The sample is taken from 100 people from different rural areas (Vila Verde and Melgaço) and from urban areas (Braga, Porto, Viana do Castelo and Guimarães) in the north of the country. Findings – For the statistics analysis a quantitative methodology was used having access to the statistics program SPSS and the conclusions led to the existence of a connection between emotions and places, services and products, though the operative criterium has proved to be more relevant than the emotional one. Limitations – This study has methodological limitations, the only methodology used was the quantitative one and as the number of people is reduced it is not possible to generalize the results. Practical implications – Despite the limitations of methodological nature, it is possible to verify the tendencies of consumption of goods and services and of the factors which influence the options. Ultimately, causes for the success or failure can be pointed out and only then guide lines of orientation can be defined. Originality – This study is a pioneer investigation in what traditional trade is regarded. The results provide relevant data on the importance of this kind of investigations for the development and promotion of local trade
Date of AwardJan 2012
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorFátima Lobo (Supervisor)


  • Consumer society
  • consumerist´s behavior
  • neuromarketing
  • emotions


  • Mestrado em Psicologia

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