Made available in DSpace on 2015-05-14T13:16:24Z (GMT). No. of bitstreams: 1 arquivototal.pdf: 3031773 bytes, checksum: 87a089eaf37a6206491ad0bc0c11aae5 (MD5) Previous issue date: 2014-02-28 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / Understanding what motivates consumer behavior has been a focus of interest in areas such as Marketing and Psychology. Hence, the aim of this thesis was to know in what extent the consumption of clothing can be explained by individual psychological variables (Human Values, Judgment and Meaning of products, Need for Cognition, and Social Desirability), variables related to clothing (Concern with Personal Appearance, Clothing Involvement, Engagement with Buying Clothes, and Attitude of Clothing Consumption) and by implicit processes (IAT and Priming). For this, six empirical studies were conducted. Study 1 aimed to validate the scales of Concern with Personal Appearance, Engagement with Purchase of Clothing, Attitude towards Clothing Consumption, and Knowledge or Experiences in Clothing Consumption. Participants were 223 undergraduate students, most of them females (57.4%), single (85.7%) with mean age of 23 years old (SD = 5.41). Results showed evidence of validity and reliability (Cronbach's alphas > 0.80). In Study 2, a confirmatory factor analysis of these scales was conducted. Participants were 233 people, mostly female (51.9%), single (57.5%) with a mean age of 31 years old (SD = 9.40). The results indicated that the instruments have satisfactory indeces of fit (χ²/df < 2.97, GFI > 0.92, AGFI > 0.87, CFI > 0.94, and RMSEA < 0.09), confirming the appropriateness of the measures. In Study 3, the differences between the values of the brand (Brand Equity) from stores in João Pessoa clothing segment were analyzed. Fifty women participated, most of them unmarried (91.3%) with a mean age of 23 years old (SD = 4.43). With these results it was possible to organize the stores in Low, Medium and High Brand Equity [F(2.421) = 293.72, p < 0.01]. Study 4 sought to analyze the predictive ability of individual psychological variables, those related to clothing, the Implicit Attitude and demographic characteristics towards clothing consumption. The gender difference was proven, indicating greater involvement of women with measures related to clothing and the consumer intentions (t > 1.96, p < 0.05). The basic value called Promotion and Symbolic Meaning were individual variables with the highest correlations with the variables related to clothing (r > 0.22, p < 0.01). The factors regarding trademarks and Low Brand Equity shops were explained more appropriately by demographic variables. On the other hand, the marks of Medium and High Brand Equity showed a pattern in which the behavioral variables and value of the product were explained, with greater force, by individual psychological variables. It was possible to corroborate the adequacy of the hierarchical model for Values Attitudes Behavioral Intention, through the mediation of Attitudes between Human Values and Behavioral Intention (Sobel z > 1.96, p < 0.05). In Study 5, it was possible to prove the influence of implicit measures (IAT) compared to the amount paid for a Low Brand Equity piece of clothes (β = -0.14, p < 0.05). The study included 203 female students, most of them single (67.5 %), with a mean age of 25 years old (SD = 7.17). In Study 6, the experimental methodology was used to evaluate the effect of subliminal Priming of advertising on High Brandy Equity clothing towards variables analyzed in this thesis. The results indicated that the Priming task affected the implied attitudes in the experimental group. A total of 50 undergraduate students, all female, separated randomly into two groups participated in this study. In conclusion, it is estimated that the objectives of this thesis have been achieved and that such studies can contribute to the construction of knowledge in the area of consumer behavior. / Compreender o que motiva os comportamentos de consumo tem sido um dos focos de interesse de áreas como o Marketing e a Psicologia. Neste sentido, o objetivo desta tese foi conhecer em que medida o consumo de roupas pode ser explicado por variáveis psicológicas individuais (Valores Humanos, Julgamento e Significado do Produto, Necessidade de Cognição e Desejabilidade Social), por aquelas relacionadas à roupa (Preocupação com a Aparência, Envolvimento com a Roupa, Engajamento na Compra de Roupas e Atitudes frente ao Consumo de Roupa) e por processos implícitos (TAI e Priming). Para isso, foram realizados seis estudos empíricos. O Estudo 1 teve como objetivo principal conhecer evidências de validade das Escalas de Preocupação com a Aparência, Engajamento na Compra de Roupas, Atitudes frente ao Consumo de Roupa e o Questionário de Conhecimento ou Experiências com o Consumo de Roupas. Participaram 223 estudantes, sendo a maioria do sexo feminino (57,4%), solteira (85,7%), com idade média de 23 anos (DP = 5,41). Os resultados indicaram evidências de validade e precisão (alfas de Cronbach > 0,80). No Estudo 2 foi realizado uma análise confirmatória dessas escalas. Participaram 233 pessoas, sendo a maioria do sexo feminino (51,9%), solteira (57,5%) e com idade média de 31 anos (DP = 9,40). Os resultados indicaram que os instrumentos apresentaram índices de ajuste satisfatórios (χ²/gl < 2,97, GFI > 0,92, AGFI > 0,87, CFI > 0,94 e RMSEA < 0,09), corroborando a adequação das medidas. No Estudo 3 foi analisada a diferenciação pelo valor da marca (Brand Equity) das lojas do segmento de vestuário de João Pessoa. Contou-se com a colaboração de 50 participantes do sexo feminino, sendo a maioria solteira (91,3%) e com idade média de 23 anos (DP = 4,43). Com os resultados foi possível organizar as lojas nos níveis Baixo, Médio e Alto Brandy Equity [F(2,421) = 293,72; p < 0,01]. O Estudo 4 buscou analisar a capacidade preditiva das variáveis psicológicas individuais, daquelas relacionadas à roupa, dos processos implícitos e das características demográficas frente ao consumo de roupas. Comprovou-se a diferença de gênero, indicando um maior envolvimento das mulheres com as medidas relacionadas com a roupa e as intenções de consumo (t > 1,96, p < 0,05). A subfunção valorativa Realização e o Significado Simbólico foram as variáveis individuais que apresentaram os maiores coeficientes de correlação com as variáveis relacionadas à roupa (r > 0,22, p < 0,01). Os fatores referentes às marcas e lojas de Baixo Brand Equity foram explicados com mais propriedade pelas Variáveis Demográficas, já as marcas de Médio e Alto Brand Equity apresentaram um padrão em que as variáveis Comportamentais e de Valor do produto foram explicadas, com maior força, pelas variáveis psicológicas individuais. Assim, corroborou-se a hierarquia Valores - Atitudes - Intenção Comportamental, por meio da mediação das Atitudes entre os Valores Humanos e a Intenção Comportamental (z de Sobel > 1,96, p < 0,05). No Estudo 5 foi possível comprovar a influência das medidas implícitas (TAI) frente ao Valor pago por uma peça Baixo Brand Equity (β = -0,14, p < 0,05). Participaram deste estudo 203 estudantes do sexo feminino, sendo a maioria solteira (67,5%) e com idade média de 25 anos (DP = 7,17). O Estudo 6 utilizou a metodologia experimental para avaliar o efeito do Priming subliminar de uma publicidade de roupas de Alto Brandy Equity frente às variáveis analisadas nesta tese. Os resultados indicaram que a tarefa Priming afetou as Atitudes Implícitas do Grupo Experimental. Participaram deste estudo 50 estudantes universitárias, separadas randomicamente em dois grupos. Diante destes resultados, estima-se que os objetivos desta tese foram alcançados e que estudos dessa natureza possam contribuir na construção do conhecimento na área de comportamento do consumidor.

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Tesis por compendio / [ES] Comprender el comportamiento humano en situaciones de riesgo, cómo los factores individuales y externos influyen en nuestras decisiones y en qué medida es posible influir y modificar nuestros comportamientos, constituye un desafío tanto para los científicos como para la sociedad en general. Desde la perspectiva de la Seguridad y Salud en el Trabajo (SST), así como en numerosos campos como la sociología y las finanzas, este tema tiene importantes implicaciones ya que las situaciones de riesgo son un aspecto común en diversos ámbitos de nuestra vida. La toma de riesgos (TR) es parte del proceso de toma de decisiones en situaciones de incertidumbre, en las que se conoce de antemano la probabilidad de cada consecuencia positiva o negativa. Si bien el concepto de la TR está bien definido en la literatura, se ha abordado desde diferentes perspectivas, por lo que los factores que se han propuesto para explicar o moderar la TR también son muy diversos. Centrándonos en los factores individuales (procesos cognitivos y emocionales) que influyen en la TR, estos pueden afectar la forma en que se abordan las situaciones peligrosas de dos maneras diferentes. En primer lugar, pueden sesgar la percepción de una situación, de modo que no se lleve a cabo una evaluación adecuada y por tanto esto lleve a conductas sesgadas. En segundo lugar, estos factores configuran una cierta propensión general al riesgo en los seres humanos, de modo que pueden o no sentirse atraídos por situaciones potencialmente peligrosas. De la misma manera que la definición de la TR se ha abordado desde diferentes perspectivas, su evaluación también se ha tratado desde diferentes puntos de vista y constituye hoy en día un desafío para investigadores y profesionales, por lo que no se ha encontrado un consenso claro en cuanto a la existencia de una medida validada para la TR. La evaluación de la TR se ha realizado tradicionalmente mediante cuestionarios; sin embargo, se ha demostrado que estas medidas presentan diversas limitaciones que pueden conducir a resultados alterados. Las tareas comportamentales surgen como una solución alternativa capaz de superar algunas de estas barreras. En cambio, su capacidad de transferencia a situaciones de la vida real parece ser limitada. La realidad virtual (RV) permite recrear situaciones reales simuladas para realizar evaluaciones basadas en el desempeño. La RV presenta numerosas ventajas que pueden aportar beneficios para la evaluación de los comportamientos humanos, ya que aporta una mayor inmersión, fidelidad y un mayor nivel de implicación que los métodos de evaluación tradicionales, y numerosos trabajos en el campo de la psicología aplicada y la neurociencia organizacional han avalado su uso para evaluación humana. En esta investigación, proponemos la RV como tecnología capaz de facilitar el estudio de los procesos de la TR, aprovechando sus numerosas posibilidades, que se pueden resumir como: simulación de situaciones de riesgo realistas, interacciones naturales con el entorno virtual, inclusión de medidas implícitas para evaluación oculta y medición fisiológica en tiempo real. Esta tesis proporciona aportaciones a la definición de la TR, particularmente en la identificación de qué factores constituyen este complejo proceso. Además, investiga el uso de la RV inmersiva en la investigación del comportamiento humano, específicamente para la evaluación de la TR, proporcionando premisas de diseño de entornos virtuales para la evaluación de los constructos psicológicos identificados como determinantes para definir la TR. Finalmente, analiza la validez de la RV en combinación con medidas fisiológicas para la evaluación de la TR de forma implícita. / [CA] Comprendre el comportament humà en situacions de risc, com els factors individuals i externs influeixen en les nostres decisions i en quina mesura és possible influir i modificar els nostres comportaments, constitueix un desafiament tant per als científics com per a la societat en general. Des de la perspectiva de la Seguretat i Salut en el Treball (SST), així com en nombrosos camps com la sociologia i les finances, aquest tema té importants implicacions ja que les situacions de risc són un aspecte comú en diversos àmbits de la nostra vida. La presa de riscos (PR) és part del procés de presa de decisions en situacions d'incertesa, en les quals es coneix per endavant la probabilitat de cada conseqüència positiva o negativa. Si bé el concepte de la PR està ben definit en la literatura, s'ha abordat des de diferents perspectives, per la qual cosa els factors que s'han proposat per a explicar o moderar la PR també són molt diversos. Centrant-nos en els factors individuals (processos cognitius i emocionals) que influeixen en la PR, aquests poden afectar la forma en què s'aborden les situacions perilloses de dues maneres diferents. En primer lloc, poden esbiaixar la percepció d'una situació, de manera que no es duga a terme una avaluació adequada i per tant això porte a conductes esbiaixades. En segon lloc, aquests factors configuren una certa propensió general al risc en els éssers humans, de manera que poden o no sentir-se atrets per situacions potencialment perilloses. De la mateixa manera que la definició de la PR s'ha abordat des de diferents perspectives, la seua avaluació també s'ha tractat des de diferents punts de vista i constitueix hui dia un desafiament per a investigadors i professionals, per la qual cosa no s'ha trobat un consens clar quant a l'existència d'una mesura validada per a la PR. L'avaluació de la PR s'ha realitzat tradicionalment mitjançant qüestionaris; no obstant això, s'ha demostrat que aquestes mesures presenten diverses limitacions que poden conduir a resultats alterats. Les tasques comportamentals sorgeixen com una solució alternativa capaç de superar algunes d'aquestes barreres. En canvi, la seua capacitat de transferència a situacions de la vida real sembla ser limitada. La realitat virtual (RV) permet recrear situacions reals simulades per a realitzar avaluacions basades en l'acompliment. La RV presenta nombrosos avantatges que poden aportar beneficis per a l'avaluació dels comportaments humans, ja que aporta una major immersió, fidelitat i un major nivell d'implicació que els mètodes d'avaluació tradicionals, i nombrosos treballs en el camp de la psicologia aplicada i la neurociència organitzacional han avalat el seu ús per a avaluació humana. En aquesta investigació, proposem la RV com a tecnologia capaç de facilitar l'estudi dels processos de la PR, aprofitant les seues nombroses possibilitats, que es poden resumir com: simulació de situacions de risc realistes, interaccions naturals amb l'entorn virtual, inclusió de mesures implícites per a avaluació oculta i mesurament fisiològic en temps real. Aquesta tesi proporciona aportacions a la definició de la PR, particularment en la identificació de quins factors constitueixen aquest complex procés. A més, investiga l'ús de la RV immersiva en la investigació del comportament humà, específicament per a l'avaluació de la PR, proporcionant premisses de disseny d'entorns virtuals per a l'avaluació dels constructes psicològics identificats com a determinants per a definir la PR. Finalment, analitza la validesa de la RV en combinació amb mesures fisiològiques per a l'avaluació de la PR de manera implícita. / [EN] Understanding human behaviour in risk situations, how individual and external factors influence our decisions and to what extent it is possible to influence and modify our behaviours, constitutes a challenge both for scientists and for society in general. From the perspective of Occupational Safety and Health (OSH), as well as in numerous fields such as sociology of finance, this topic has important implications since risk situations are a common aspect in various domains of our lives. Risk taking (RT) is part of the decision-making process in uncertain situations, in which the probability of each positive or negative consequence is known in advance. Although the concept of RT is well defined in the literature, it has been approached from different perspectives, so that the factors that have been proposed to explain or moderate RT are also very diverse. Focusing on the individual factors - cognitive and emotional processes - that influence RT, these may affect how hazardous situations are addressed in two different ways. First, they can skew the perception of a situation, so that an adequate evaluation is not carried out and therefore this leads to biased behaviors. Second, these factors shape a certain general propensity towards risk in humans, so that they may or may not be attracted to potentially dangerous situations. In the same way that the definition of RT has been approached from different perspectives, the evaluation of RT has also been treated from different points of view and nowadays constitutes a challenge for researchers and practitioners, so that a clear consensus has not been found regarding the existence of a validated measure for RT. RT evaluation has traditionally been carried out using questionnaires; however, it has been demonstrated that these measures present various limitations that can lead to altered results. Behavioural tasks emerge as an alternative solution capable of overcoming some of these boundaries. Instead, their ability to transference to real life situations appears to be limited. Virtual reality (VR) enables recreating real-simulated situations to carry out performance-based assessments. VR presents numerous advantages that can provide benefits for the evaluation of human behaviours, since it provides greater immersion, fidelity and a higher level of involvement than traditional evaluation methods, and numerous works in the field of applied psychology and organizational neuroscience have endorsed its use for human assessment. In this investigation, we propose VR as technology capable of facilitating the study of RT processes, taking advantage of its numerous possibilities, which can be resumed as: simulation of realistic risk situations, natural interactions with the virtual environment, inclusion of implicit measures for stealth assessment and physiological real-time measurement. This thesis provides novel contributions to the definition of RT, particularly in the identification of which factors constitute this complex process. Moreover, it investigates the use of immersive VR in human behaviour research, specifically for RT assessment, providing design premises of virtual environments for the evaluation of the psychological constructs identified as determinants to define RT. Finally, it analyses the validity of VR in combination with physiological measures for the evaluation of RT in an implicit way. / Contrato predoctoral FPI (BES-2017-079857). Ministerio de Economía, Industria y Competitividad (Madrid, Spain). / Juan Ripoll, CD. (2021). Virtual reality environments for the study of decision-making processes in risky contexts through the use of physiological measures and behavioural responses [Tesis doctoral]. Universitat Politècnica de València. https://doi.org/10.4995/Thesis/10251/171236 / TESIS / Compendio

L’objectif majeur de cette thèse a été d’appréhender les conséquences de la comparaison sociale sur l’auto-évaluation implicite et explicite en termes de prudence, les affects et les comportements à risque. Les participants ont été exposés à un standard de comparaison prudent (standard haut) ou imprudent (standard bas) en matière d’alcool. Les résultats montrent que les sujets confrontés au standard haut se perçoivent implicitement plus imprudents et ressentent plus d’anxiété que les sujets exposés au standard bas. En revanche, le standard de comparaison n’influence pas l’auto-évaluation explicite et les comportements contrôlés. Ces résultats témoignent en faveur d’une dissociation entre les processus automatiques (implicites) et contrôlés (explicites) en jeu dans la comparaison sociale. Au niveau appliqué, nos données suggèrent que dans une campagne de prévention il serait potentiellement plus efficace de mettre en scène un standard prudent plutôt que de montrer un preneur de risque. / The main goal of this PhD research was to study the consequences of social comparison on implicit and explicit self-evaluation in terms of cautiousness, on affect and on risk-taking behavior. In a series of studies, participants were exposed to a comparison standard who displayed either cautious (high standard) or reckless (low standard) drinking behavior. Results show that participants confronted with the high standard implicitly perceive themselves as more reckless and experience higher levels of anxiety than participants exposed to the low standard. On the other hand, the comparison standard does not influence explicit self-evaluation and controlled behaviors. These results indicate that there might be a dissociation between automatic (implicit) and controlled (explicit) processes involved in social comparison. On an applied level, regarding alcohol prevention campaigns, our findings suggest that it could be more effective to show a cautious standard rather than a reckless one.

Ce travail de recherche est consacré à la différenciation individuelle (DI), une notion présente dans trois champs de recherche : l’identité, l’individualisme/collectivisme et la variabilité perçue dans les groupes. Avec des approches contrastées, ces trois courants ne situent pas la DI au même niveau d’analyse et adoptent des méthodologies différentes. En outre, dans ces travaux, la DI n’a qu’une place périphérique. Par conséquent, on ne sait pas exactement ce qu’elle recouvre. L’objectif de ce travail est d’approfondir le contenu théorique de la DI et de l’opérationnaliser plus précisément. Afin de comparer les méthodologies existantes, nous avons utilisé trois mesures de la DI. Une échelle générale et décontextualisée, des échelles spécifiques, contextualisées séparément et une mesure implicite fondée sur des descriptions de soi et d’autrui. L’impact du statut socioprofessionnel, du genre, du contexte et de l’ordre des descriptions dans la mesure implicite ont été examinés auprès d’une population de professionnels, agents de service et avocats. Les résultats montrent un fort impact des variables positionnelles sur la DI. Le contexte et l’ordre des descriptions ont également induit d’importantes variations. Cette recherche permet de mieux délimiter l’approche de la DI et d’étayer sa définition. La DI correspond à une norme socioculturelle induisant deux conséquences : la perception d’unicité et la recherche de différence, repérable dans les stratégies de présentation de soi. L’utilisation de mesures complémentaires semble indispensable car ces deux effets sont approchés par des mesures différentes, la mesure générale et la mesure implicite, respectivement. Sur ces deux mesures, la DI est plus importante dans les groupes dominants. Les échelles spécifiques correspondent à une mesure explicite qui produit des résultats inversés : davantage de DI dans les groupes dominés. Ce type de mesure révèle un refus des images respectives associées aux groupes dominants et dominés. Elle permet de comprendre que dans la vie quotidienne, la DI engendre de nombreux paradoxes par rapport aux besoins de conformité et d’affiliation groupale. Cette mesure reflète la gestion des contradictions induites par la DI aux plans identitaire et normatif. / The present dissertation is devoted to individual differentiation (ID), a notion that is present in three fields of research: identity, individualism/collectivism and perceived group variability. These three approaches do not consider ID at the same level of analysis and use different methods. Moreover, ID only has a peripheral place. Consequently, we do not know exactly what this notion covers. This work intended to develop the theoretical content of ID and operationalize it more precisely. With the aim to compare the existing methods, we used three measures of ID. A general and decontextualized scale, specific scales, separately contextualized and an implicit measure based on self and others descriptions. The impact of socio-professional status, gender, context and order of descriptions in the implicit measure were estimated within a population of cleaners and lawyers. Results showed a strong effect of status variables on ID. Important variations induced by context and order of descriptions were also observed. This research enabled to delimit ID approach and to develop its definition. ID refers to a socio-cultural norm that brings about two consequences: perception of uniqueness and quest of difference, located in self presentation strategies. The use of complementary measures appears necessary since these two effects are reached by different measures, general measure and implicit measure respectively. With these two measures, ID is more important in high-status groups. Specific scales refer to an explicit measure which produces the opposite result: more ID in low-status groups. This type of measure reveals a rejection of respective images associated to high and low-status groups. It enables us to understand that in everyday life, ID generates many paradoxes with regard to the needs of conformity and of group affiliation. This measure reflects the control of contradictions induced by ID that arise at an identitary level and a normative one.

No description available.