Utilize este identificador para referenciar este registo: http://hdl.handle.net/10400.14/16933
Título: Financial guilt and crisis : exploring marketing opportunities to Southern European Countries
Autor: Ferreira, Filipe Jorge Tavares Pessoa Príncipe
Orientador: Silva, Susana Costa e
Palavras-chave: Consumer guilt
Financial guilt
Guilt appeals
State of guilt
Focus of guilt
Purchase decision guilt
Consumer behavior
Southern Europe
Data de Defesa: 23-Jul-2014
Resumo: Southern European Countries have been hit by a crisis which has implied deep and fast mutations of the social and economical reality surrounding consumers. Therefore, the consumer himself has changed his vision, behavior, habits, values and beliefs towards the external environment. Thus, it is of crucial importance for companies’ marketing to understand and respond to the crisis correctly, not only focusing on the reorganization of the structural costs most are conducting, but also in the modifications on consumers’ attitude. This article allows us to understand more deeply the new consumer and how guilty appeals can reply in fulfilling their necessities. More precisely, it will focus on and discuss the use of financial guilt during crisis periods and how companies can take advantage of it. For this purpose, the results of an international research in Portugal, Spain, Italy and Greece will be discussed.
URI: http://hdl.handle.net/10400.14/16933
Aparece nas colecções:FEG - Dissertações de Mestrado / Master Dissertations
R - Dissertações de Mestrado / Master Dissertations

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