Atitude de mulheres maduras em relação a fotos de moda

Hor-Meyll, Luis Fernando; Godoy Jr., Geraldo Pinto

doi:10.7819/rbgn.v17i58.2244

RESUMO

Objetivo:

Investigar a influência da idade cognitiva de mulheres maduras sobre sua atitude em relação a fotografias de vestuário, como resultado de sua identificação com a modelo.

Método:

Experimento com amostra de 164 mulheres, entre 55 e 70 anos, na Zona Sul do Rio de Janeiro. Questionário construído a partir de escalas encontradas na literatura.

Fundamentação teórica:

Idade cognitiva (Barak, Schiffman, 1981; Leventhal, 1997; Szmigin, Carrigan, 2000; Wray, Hodges, 2008; Amaro, Johann, Meira, 2007; Birtwistle, Tsim, 2005; Moschis, 2003; Moschis, Mathur, 2006) Mulher madura e moda (Schewe, 1988; Slongo et al., 2009; Thomas, Peters, 2009; Moschis, Lee & Mathur, 1997; Young, Miller, 2006; Wilkes, 1992; Facenda, 2000; Holmlund, Hagman, Polsa, 2010; Szmigin, Carrigan, 2000). Mulher madura e propaganda (Moschis, 2003; Venkatesh et al., 2010; Nam et al., 2007; Kozar, Damhorst, 2008; Araujo, Casotti, Da Silva & Pessôa, 2015)

Resultados:

O grau de identificação da consumidora madura com a modelo é maior quando esta aparenta ser da mesma faixa etária cognitiva da consumidora (F(1, 162) = 615,87, p = 0,000). Quando a consumidora considera que a modelo está em sua faixa etária cognitiva, a atitude em relação à roupa é mais positiva (F (2, 162) = 1074,55, p = 0,000).

Contribuições:

Os resultados evidenciam que as mulheres entrevistadas identificam-se mais com modelos com sua idade cognitiva, tendo atitude mais positiva em relação às roupas. O estudo confirma evidências de que a idade cognitiva é adequada para estudar consumidores maduros de produtos relacionados à autoestima, oferecendo direcionamentos para a indústria de moda.

Palavras-chave:
Atitude; idade cognitiva; anúncios de moda

ABSTRACT

Objective:

To investigate the influence of the cognitive age of upper-middle class mature women regarding their attitude towards photographs of articles of clothing, as a result of their identification with the model wearing them

Design/methodology/approach:

Experiment with a sample of 164 women, aged 55- 70 years old, living in Rio de Janeiro. The questionnaire was were based on scales found in the literature.

Theoretical foundation:

Cognitive age (Barak; Schiffman, 1981; Leventhal, 1997; Szmigin; Carrigan, 2000; Wray; Hodges, 2008; Amaro; Johann; Meira, 2007; Birtwistle; Tsim, 2005; Moschis, 2003; Moschis; Mathur, 2006) Mature woman and fashion (Schewe, 1988; Slongo et al., 2009; Thomas; Peters, 2009; Moschis, Lee, & Mathur, 1997; Young; Miller, 2006; Wilkes, 1992; Facenda, 2000; Holmlund; Hagman; Polsa, 2010; Szmigin; Carrigan, 2000). Mature woman and advertising (Moschis, 2003; Venkatesh et al., 2010; Nam et al., 2007; Kozar; Damhorst, 2008; Araujo, Casotti, Da Silva, & Pessôa, 2015)

Findings:

The identification with the model was greater when the respondent perceived her as being close to her own cognitive age (F(1, 162) =615.87, p=0.000). The attitude toward the collection was more positive when the respondent perceived the model as being closer to her own cognitive age (F (2, 162) =1074.55, p=0.000).

Practical implications:

The degree of the consumer’s identification is greater when the model appears to be the same cognitive age as the consumer. When the consumer believes that the model is close to her own cognitive age, her attitude toward the displayed item is more positive.

Keywords:
Attitude; cognitive age; apparel advertising

Texto completo disponível apenas em PDF.

Full text available only in PDF format.

REFERÊNCIAS

Acevedo, C. R. (2003). Motivos para viajar: Um estudo com turistas maduros no Mercado brasileiro. Revista FACEF Pesquisa, 6(3), 78-87.
Amaro, L. E., Johann, J. R., & Meira, P. R. (2007). O estilo de vida do idoso urbano: O caso de Porto Alegre - RS. Revista Brasileira de Ciências do Envelhecimento Humano, 4(1), 115-126.
Araujo, F. F., Casotti, L. M., Silva, R. C. M., & Pessôa, L. A. G. P. (2015). O consumidor de terceira idade na primeira década do século XXI: Uma análise da propaganda dirigida a idosos”, Revista Administração em Diálogo, 17(1), 54-85.
Ballstaedt, A. L. M. P. (2007, julio-agosto). Comportamento e estilo de vida da população idosa e seu poder de consumo. Anales de Encuentro Latinoamericano de Diseño, Facultad de Diseño y Comunicación, Universidad de Palermo, Buenos Aires, Argentina, 2.
Barak, B., & Schiffman, L. G. (1981). Cognitive age: A nonchronological age variable. Advances in Consumer Research, 8(1), 602-606.
Belk, R. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2), 139-168.
Birtwistle, G., & Tsim, C. (2005). Consumer purchasing behavior: An investigation of the UK Mature Women’s Clothing Market. Journal of Consumer Behavior, 4(6), 453-464.
Bye, E., & Mckinney, E. (2007). Sizing up the wardrobe: Why we keep clothes that do not fit. Fashion Theory, 11(4), 483-498.
Carrigan, M., & Szmigin, I. (1999). The representation of older people in advertisements, Journal of the Market Research Society, 41(3), 311-326.
Facenda, V. L. (2000). Piece by piece. Discount Merchandiser, 40(3), 50-54.
Greco, A. J. (1989). Representation of the elderly in advertising: Crisis or inconsequence? The Journal of Consumer Marketing, 6(1), 37-44.
Hite, R. E., & Bellizzi, J. A. (1985). The psychological relationship between self-image, product image, and store image with regard to retailing. Mid-South Business Journal, 5, 7-11.
Holmlund, M., Hagman, A., & Polsa, P. (2010). An exploration of how mature women buy clothing: Empirical insights and a model. Journal of Fashion Marketing and Management, 15(1), 108-122.
Instituto Brasileiro de Geografia e Estatística. (2010). Censo 2010 Recuperado de http://www.censo2010.ibge.gov.br/piramide_etaria/index.php
» http://www.censo2010.ibge.gov.br/piramide_etaria/index.php
Joung, H-M., & Miller, N. J. (2006). Factors of dress affecting self-esteem in older females. Journal of Fashion, Marketing and Management, 10(4), 466-478.
Kozar, J. M. (2012). Effects of model age on adult female consumers’ purchase intentions and attitudes for an age-specific product, clothing. International Journal of Marketing Studies, 4(2), 22-29.
Kozar, J. M., & Damhorst, M. L. (2008). Older women’s responses to current fashion models. Journal of Fashion Marketing & Management, 12(3), 338-350.
Lefton, T. (1996). Empty nests, full pockets. Brandweek, 37(27), 36-40.
Leventhal, R. C. (1997). Ageing consumers and their effects on the marketplace. Journal of Consumer Marketing, 14(4), 276-281.
Mathes, E. W., Brennan, S. M., Haugen, P. A., & Rice, H. B. (1985). Ratings of physical attractiveness as a function of age. The Journal of Social Psychology, 125(2), 157-168.
Moschis, G. (2003). Marketing to older adults: An updated overview of present knowledge and practice. Journal of Consumer Marketing, 20(6), 516-525.
Moschis, G., Curasi, C., & Bellenger, D. (2004). Patronage motives of mature consumers in the selection of food and grocery stores. Journal of Consumer Marketing, 21(2), 123-133.
Moschis, G., Ferguson, J., & Zhu, M. (2011). Mature consumers’ selection of apparel and footwear brands and department stores. International Journal of Retail and Distribution Management, 39(10), 785-801.
Moschis, G., Lee, E. & Mathur, A. (1997). Targeting the mature market: Opportunities and challenge. Journal of Consumer Marketing, 14(4), 282-293.
Moschis, G., & Mathur, A. (2006). Older consumer responses to marketing stimuli: The power of subjective age. Journal of Advertising Research, 46(3), 339-346.
Myers, H., & Lumbers, M. (2008). Understanding older shoppers: A phenomenological investigation. Journal of Consumer Marketing, 25(5), 294-301.
Nam, J., Hamlin, R., Gam, H. J., Kang, J. H., Kim, J., Kumphai, P., Starr, C. & Richards, L. (2007). The fashion-conscious behaviours of mature female consumers. International Journal of Consumer Studies, 31(1), 102-108.
Neri, M. C. (Coord.). (2008). A nova classe media Rio de Janeiro: CPS/FGV. Recuperado de http://www.cps.fgv.br/cps/classe_media/
» http://www.cps.fgv.br/cps/classe_media/
Oberg, P., & Tornstam, L. (1999). Body images among men and women of different ages. Ageing and Society, 19(5), 629-644.
Pak, C., & Kambil, A. (2006). Over 50 and ready to shop-serving the aging consumer. Journal of Business Strategy, 27(6), 18-28.
Purinton-Johnson, E. F. (2013). Segmenting the mature market: have marketers matured along with their market? Proceedings of ASBBS, 20(1), 579-588.
Schewe, C. D. (1988). Marketing to our aging population: Responding to physiological changes. Journal of Consumer Marketing, 5(3), 61-73.
Silva, V. B. (2015). Idosos como público estratégico: Comportamento do consumidor da terceira idade na região de Porto Alegre - RS. Revista Brasileira de Gestão e Inovação, 2(2), 81-107.
Slongo, L. A., Albrecht, C. F., Lavouras, D. F., Esteves, P. S., & Barcelos, R. H. (2009). A moda para a consumidora da terceira idade. Anais do ENANPAD, São Paulo, SP, Brasil, 33.
Szmigin, I., & Carrigan, M. (2000). The older consumer as innovator: Does cognitive age hold the key? Journal of Marketing Management, 16(5), 505-527.
Thomas, J. B., & Peters, C. L. (2009). Silver seniors: Exploring the self-concept, lifestyles, and apparel consumption of women over age 65. International Journal of Retail & Distribution Management, 37(12), 1018-1040.
US Census Bureau. (2011). People and households - data by subject Recuperado de http://www.census.gov/population/www/ projections/summarytables.html
» http://www.census.gov/population/www/ projections/summarytables.html
Venkatesh, A., Joy, A., Sherry, J. F., Jr., & Deschenes, J. (2010). The aesthetics of luxury fashion, body and identify formation. Journal of Consumer Psychology, 20(4), 459-470.
Vesperi, M. (2001). Media, marketing, and images of the older person in the information age. Generations, 25(3), 5-9.
Wilkes, R. E. (1992). A structural modeling approach to the measurement and meaning of cognitive age. Journal of Consumer Research, 19(2), 292-301.
Wray, A. Z., & Hodges, N. N. (2008). Response to activewear apparel advertisements by US baby boomers. Journal of Fashion Marketing and Management, 12(1), 8-23.

2
Processo de avaliação: Double Blind Review

APÊNDICE A - FOTOGRAFIAS DA COLEÇÃO APRESENTADA PELA MODELO APARENTANDO 45 E 55 ANOS

APÊNDICE B - DETALHE AMPLIADO DE UMA DAS FOTOGRAFIAS, COM A MODELO APARENTANDO 45 E 55 ANOS

Datas de Publicação

Publicação nesta coleção
Oct-Dec 2015

Histórico

Recebido
05 Nov 2014
Aceito
10 Dez 2015

Este é um artigo publicado em acesso aberto sob uma licença Creative Commons

[1] Acevedo, C. R. (2003). Motivos para viajar: Um estudo com turistas maduros no Mercado brasileiro. Revista FACEF Pesquisa, 6(3), 78-87.

[2] Amaro, L. E., Johann, J. R., & Meira, P. R. (2007). O estilo de vida do idoso urbano: O caso de Porto Alegre - RS. Revista Brasileira de Ciências do Envelhecimento Humano, 4(1), 115-126.

[3] Araujo, F. F., Casotti, L. M., Silva, R. C. M., & Pessôa, L. A. G. P. (2015). O consumidor de terceira idade na primeira década do século XXI: Uma análise da propaganda dirigida a idosos”, Revista Administração em Diálogo, 17(1), 54-85.

[4] Ballstaedt, A. L. M. P. (2007, julio-agosto). Comportamento e estilo de vida da população idosa e seu poder de consumo. Anales de Encuentro Latinoamericano de Diseño, Facultad de Diseño y Comunicación, Universidad de Palermo, Buenos Aires, Argentina, 2.

[5] Barak, B., & Schiffman, L. G. (1981). Cognitive age: A nonchronological age variable. Advances in Consumer Research, 8(1), 602-606.

[6] Belk, R. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2), 139-168.

[7] Birtwistle, G., & Tsim, C. (2005). Consumer purchasing behavior: An investigation of the UK Mature Women’s Clothing Market. Journal of Consumer Behavior, 4(6), 453-464.

[8] Bye, E., & Mckinney, E. (2007). Sizing up the wardrobe: Why we keep clothes that do not fit. Fashion Theory, 11(4), 483-498.

[9] Carrigan, M., & Szmigin, I. (1999). The representation of older people in advertisements, Journal of the Market Research Society, 41(3), 311-326.

[10] Facenda, V. L. (2000). Piece by piece. Discount Merchandiser, 40(3), 50-54.

[11] Greco, A. J. (1989). Representation of the elderly in advertising: Crisis or inconsequence? The Journal of Consumer Marketing, 6(1), 37-44.

[12] Hite, R. E., & Bellizzi, J. A. (1985). The psychological relationship between self-image, product image, and store image with regard to retailing. Mid-South Business Journal, 5, 7-11.

[13] Holmlund, M., Hagman, A., & Polsa, P. (2010). An exploration of how mature women buy clothing: Empirical insights and a model. Journal of Fashion Marketing and Management, 15(1), 108-122.

[14] Instituto Brasileiro de Geografia e Estatística. (2010). Censo 2010 Recuperado de http://www.censo2010.ibge.gov.br/piramide_etaria/index.php
» http://www.censo2010.ibge.gov.br/piramide_etaria/index.php

[15] Joung, H-M., & Miller, N. J. (2006). Factors of dress affecting self-esteem in older females. Journal of Fashion, Marketing and Management, 10(4), 466-478.

[16] Kozar, J. M. (2012). Effects of model age on adult female consumers’ purchase intentions and attitudes for an age-specific product, clothing. International Journal of Marketing Studies, 4(2), 22-29.

[17] Kozar, J. M., & Damhorst, M. L. (2008). Older women’s responses to current fashion models. Journal of Fashion Marketing & Management, 12(3), 338-350.

[18] Lefton, T. (1996). Empty nests, full pockets. Brandweek, 37(27), 36-40.

[19] Leventhal, R. C. (1997). Ageing consumers and their effects on the marketplace. Journal of Consumer Marketing, 14(4), 276-281.

[20] Mathes, E. W., Brennan, S. M., Haugen, P. A., & Rice, H. B. (1985). Ratings of physical attractiveness as a function of age. The Journal of Social Psychology, 125(2), 157-168.

[21] Moschis, G. (2003). Marketing to older adults: An updated overview of present knowledge and practice. Journal of Consumer Marketing, 20(6), 516-525.

[22] Moschis, G., Curasi, C., & Bellenger, D. (2004). Patronage motives of mature consumers in the selection of food and grocery stores. Journal of Consumer Marketing, 21(2), 123-133.

[23] Moschis, G., Ferguson, J., & Zhu, M. (2011). Mature consumers’ selection of apparel and footwear brands and department stores. International Journal of Retail and Distribution Management, 39(10), 785-801.

[24] Moschis, G., Lee, E. & Mathur, A. (1997). Targeting the mature market: Opportunities and challenge. Journal of Consumer Marketing, 14(4), 282-293.

[25] Moschis, G., & Mathur, A. (2006). Older consumer responses to marketing stimuli: The power of subjective age. Journal of Advertising Research, 46(3), 339-346.

[26] Myers, H., & Lumbers, M. (2008). Understanding older shoppers: A phenomenological investigation. Journal of Consumer Marketing, 25(5), 294-301.

[27] Nam, J., Hamlin, R., Gam, H. J., Kang, J. H., Kim, J., Kumphai, P., Starr, C. & Richards, L. (2007). The fashion-conscious behaviours of mature female consumers. International Journal of Consumer Studies, 31(1), 102-108.

[28] Neri, M. C. (Coord.). (2008). A nova classe media Rio de Janeiro: CPS/FGV. Recuperado de http://www.cps.fgv.br/cps/classe_media/
» http://www.cps.fgv.br/cps/classe_media/

[29] Oberg, P., & Tornstam, L. (1999). Body images among men and women of different ages. Ageing and Society, 19(5), 629-644.

[30] Pak, C., & Kambil, A. (2006). Over 50 and ready to shop-serving the aging consumer. Journal of Business Strategy, 27(6), 18-28.

[31] Purinton-Johnson, E. F. (2013). Segmenting the mature market: have marketers matured along with their market? Proceedings of ASBBS, 20(1), 579-588.

[32] Schewe, C. D. (1988). Marketing to our aging population: Responding to physiological changes. Journal of Consumer Marketing, 5(3), 61-73.

[33] Silva, V. B. (2015). Idosos como público estratégico: Comportamento do consumidor da terceira idade na região de Porto Alegre - RS. Revista Brasileira de Gestão e Inovação, 2(2), 81-107.

[34] Slongo, L. A., Albrecht, C. F., Lavouras, D. F., Esteves, P. S., & Barcelos, R. H. (2009). A moda para a consumidora da terceira idade. Anais do ENANPAD, São Paulo, SP, Brasil, 33.

[35] Szmigin, I., & Carrigan, M. (2000). The older consumer as innovator: Does cognitive age hold the key? Journal of Marketing Management, 16(5), 505-527.

[36] Thomas, J. B., & Peters, C. L. (2009). Silver seniors: Exploring the self-concept, lifestyles, and apparel consumption of women over age 65. International Journal of Retail & Distribution Management, 37(12), 1018-1040.

[37] US Census Bureau. (2011). People and households - data by subject Recuperado de http://www.census.gov/population/www/ projections/summarytables.html
» http://www.census.gov/population/www/ projections/summarytables.html

[38] Venkatesh, A., Joy, A., Sherry, J. F., Jr., & Deschenes, J. (2010). The aesthetics of luxury fashion, body and identify formation. Journal of Consumer Psychology, 20(4), 459-470.

[39] Vesperi, M. (2001). Media, marketing, and images of the older person in the information age. Generations, 25(3), 5-9.

[40] Wilkes, R. E. (1992). A structural modeling approach to the measurement and meaning of cognitive age. Journal of Consumer Research, 19(2), 292-301.

[41] Wray, A. Z., & Hodges, N. N. (2008). Response to activewear apparel advertisements by US baby boomers. Journal of Fashion Marketing and Management, 12(1), 8-23.

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