O que os adolescentes brasileiros e portugueses pensam quando pensam em comprar? / What Brazilian and Portuguese adolescents think about buying?

RESUMO O consumo e a aquisição de bens materiais desempenham um papel determinante na vida das pessoas e a exposição aos produtos através da mídia influencia principalmente o público adolescente. No intuito de identificar as representações sociais do ato de comprar dessa faixa etária, pedimos a 482 adolescentes brasileiros e a 238 adolescentes portugueses para se expressarem sobre a palavra "comprar" através de uma tarefa de associação de palavras. As respostas recolhidas foram analisadas por meio do programa de análise textual Alceste que extraiu seis classes relacionadas a produtos típicos do público adolescente, aos aspectos da compra (emocional e cognitivo) e ao ambiente de compra. Verificou-se um efeito do sexo de pertença e do contexto socioeconómico sobre as representações formadas.

ABSTRACT Consumption and the acquisition of material goods play an important role in the life of people and media exposure of products has a particular influence on adolescent public. In order to identify the social representations of buying in this age group, we asked 482 Brazilian adolescents and 238 Portuguese adolescents to express themselves on the word "buying" in a task of word association. The responses were analyzed by means of the program of textual data analysis Alceste that extractedsix classes of words associated to products that are typical of the adolescent public, and classes related to aspects of buying (emotional and cognitive) and to the buying environment. Sex belongingness and socioeconomic context also showed an effect on the formed representations.

Adaptation and validation of the psychosocial values questionnaire to the context of Brazilian and Portuguese teenagers

Abstract The aim of this work was to adapt and validate the Psychosocial Values Questionnaire (PVQ-24) for application to Portuguese and Brazilian adolescents and to test the content, structure and compatibility hypotheses of the societal approach to values. A total of 730 adolescents participated in the study, 482 Brazilian (213 boys and 269 girls) with average age of 15 years (SD= 1.1) and 238 Portuguese (117 boys and 121 girls) with average age of 15.4 years (SD= 1.8). In both samples, the PVQ-24 showed satisfactory internal consistency, and the proposed factor structure was confirmed (four systems: materialistic, religious, hedonistic, and post-materialist). The post-materialist system was organized into three subsystems: social well-being, individual well-being and occupational well-being. In both samples, confirmatory factor analysis and multidimensional scaling supported the hypotheses regarding content (four systems and three subsystems), structure (two dimensions) and compatibility (positive correlations between systems). (AU)

Gastar dinheiro em roupas no shopping: os significados de "comprar" para adolescentes brasileiros e portugueses / Spending money in clothes within the shopping mall: the meanings of "buying" for brazilian and portuguese adolescents / Gastar dinero en la ropa en el centro comercial: los significados de "compra" para los adolescentes brasileños y portugueses

A adolescência é um período de conflitos onde o consumo desempenha um papel importante na construção da identidade pessoal e social. Contudo, apesar da vasta investigação sobre o comportamento de consumo, pouca atenção parece ter sido dada aos adolescentes. Esta investigação teve o objectivo de conhecer os significados que rapazes e raparigas atribuem ao acto de comprar, bem como o de analisar a influência que o sexo de pertença e o contexto socioeconómico têm sobre estes significados. O contexto socioeconómico considerado foi, no Brasil, o tipo de escola, em Portugal, a percepção da crise económica, sendo ambos os factores ligados a diferenças sociais. A amostra do primeiro estudo foi composta por 482 adolescentes brasileiros, sendo 272 alunos da escola privada (129 rapazes e 143 raparigas) e 210 alunos da escola pública (84 rapazes e 126 raparigas). No segundo estudo participaram 238 adolescentes portugueses de uma escola pública (117 rapazes e 121 raparigas). Os resultados indicam que existe uma grande homogeneidade nos significados atribuídos ao acto de "comprar" no público adolescente, e que o sexo de pertença, associado a diferentes tipos de produtos, modula mais do que o contexto socioeconómico esses significados.(AU).

Adolescence is a time of conflicts in which consumption plays an important role in the construction of personal and social identity. However, in spite of the extensive research on consumption behavior, not much attention has been given to adolescents. This research aimed to uncover the meanings that boys and girls associate to the buying behavior, as well as to analyze the effect that sex belongingness and socioeconomic status have on these meanings. The effect of the socioeconomic context was studied, in Brazil, through the type of school, and, in Portugal, through the perception of the economic crisis, being both factors related to social differences. In the first study participants were 482 Brazilian adolescents, 272 pupils from a private school (129 boys and 143 girls) and 210 pupils from a public school (84 boys and 126 girls). In the second study, respondents were 238 Portuguese adolescents from a public school (117 boys and 121 girls). Results reveal that there is a high homogeneity in the meanings attributed to the act of "buying" by the adolescent public, and that sex belongingness, associated to different types of products, modulate these meanings more than the socioeconomic context.(AU).

La adolescencia es un período de conflictos, donde el consumo desempeña un papel importante en la construcción de la identidad personal y social. Sin embargo, a pesar de una amplia investigación sobre el comportamiento del consumidor, parece poca la atención que se ha dado a los adolescentes. Esta investigación tuvo como objetivo comprender los significados que los niños y niñas atribuyen al acto de compra, así como analizar la influencia que el sexo de pertenencia y el contexto socio-económico tienen sobre estos significados. El contexto socio-económico considerado fue, en Brasil, el tipo de escuela, y en Portugal, la percepción de la crisis económica, siendo ambos factores ligados a las diferencias sociales. La muestra del primero estudio estuvo compuesta por 482 adolescentes brasileños, siendo 272 estudiantes de la escuela privada (129 niños y 143 niñas) y 210 estudiantes de la escuela pública (84 niños y 126 niñas). En el segundo estudio, 238 adolescentes portugueses de una escuela pública (117 niños y 121 niñas). Los resultados indican que existe una gran uniformidad en los significados atribuidos a "comprar" en el público adolescente, y que el sexo de pertenencia, relacionado con los distintos tipos de productos, modula más que el contexto socio-económico de estos significados.(AU).

The thousand shades of the financial and economic crisis: a study of the social representations of the crisis in Portugal

The study describes the representations of 453 Portuguese students about the present financial and economic crisis, examining the impact of the family financial situation on these representations, and the relationship between these representations and different factors likely to influence them. An initial word association task produced 2339 responses, from which 86.75% were classified into six classes by a downward hierarchical classification. Four classes (58.26% of the corpus) confirmed that the austerity measures implemented in Portugal affected the respondents with different degrees of severity: respondents described the consequences of the crisis in terms of misery, difficulties, or change, depending on their family’s income. More generally, the discourses (41.73% of the corpus) pointed out the factors that were viewed as responsible for the crisis as well as the geopolitical situation of Portugal. The answers given to opinion scales revealed a consistent pattern of results: respondents with a lower family income experienced less positive emotions toward the crisis (η2 = .03, p = .007), more negative emotions, stronger feelings of vulnerability and relative deprivation that resulted from comparison with others (all η2 ≥ .05, p < .001). However, the unequal consequences of the crisis were reflected neither in differences in the respondents’ expectations about their future situation, which they foresaw without great changes, nor in their lack of willingness to participate in protest actions against the austerity measures (AU)

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Globalização e suas consequências: representações de estudantes eprofissionais portugueses / Globalization and its consequences: representations of portuguese students and professionals

A globalização é um grande tema da atualidade. A controversa que gera entre especialistas incide sobre todas as dimensões do fenómeno e suscita atitudes antagónicas sobretudo em relação às suas consequências. O presente estudo procura compreender a opinião do cidadão comum sobre a globalização, nomeadamente respeitante às consequências positivase negativas do fenómeno em diferentes áreas da vida social. Foram realizadas 30 entrevistas semiestruturadas com estudantes e profissionais do Norte de Portugal, que foram analisadascom o programa de análise textual ALCESTE. O programa classificou 79.05% do material recolhido em quatro classes, evidenciando quatro dimensões importantes da globalização: Mercado e Cultura, Ciência e Tecnologia, Ambiente, e Política e Abertura, dimensões que integram aspetospositivos e negativos. No que respeita às diferenças entre estudantes e profissionais, a análise indica que os estudantes destacam particularmente as consequências da globalização sobre atecnologia e o ambiente, enquanto os ativos salientam sobretudo as suas consequências políticas ou económicas. De forma mais geral, os resultados evidenciam que existem diferentes processos de globalização com repercussões múltiplas e consequências desiguais sobre a vida social. (AU)

Globalization is a major present-day issue. The controversy that it creates among experts bears on all the dimensions of the phenomenon and it raises antagonistic attitudes especially in relation to its consequences. The present study aims at understanding lay people’s opinions on globalization, namely with regard to the positive and negative consequences of thephenomenon on different areas of social life. Thirty semi-structured interviews were conducted with students and professionals from northern Portugal, which were analyzed by means of theprogram for textual data analysis ALCESTE. The program classified 79.05% of the gathered material into four classes, evidencing four important dimensions of globalization: Market andCulture, Science and Technology, Environment, and Politics and Openness, dimensions that integrate positive and negative aspects. With regard to the differences between students and professionals, the analysis indicates that students particularly stress the consequences ofglobalization on technology and the environment, while professionals emphasize, above all, its political or economic consequences. More generally, the results highlight that there are different processes of globalization with multiple repercussions and unequal consequences on social life. (AU)

Globalização e suas consequências: representações de estudantes e profissionais portugueses / Globalization and its consequences: representations of portuguese students and professionals

A globalização é um grande tema da atualidade. A controversa que gera entre especialistas incide sobre todas as dimensões do fenómeno e suscita atitudes antagónicas sobretudo em relação às suas consequências. O presente estudo procura compreender a opinião do cidadão comum sobre a globalização, nomeadamente respeitante às consequências positivas e negativas do fenómeno em diferentes áreas da vida social. Foram realizadas 30 entrevistas semiestruturadas com estudantes e profissionais do Norte de Portugal, que foram analisadas com o programa de análise textual ALCESTE. O programa classificou 79.05% do material recolhido em quatro classes, evidenciando quatro dimensões importantes da globalização: Mercado e Cultura, Ciência e Tecnologia, Ambiente, e Política e Abertura, dimensões que integram aspectos positivos e negativos. No que respeita às diferenças entre estudantes e profissionais, a análise indica que os estudantes destacam particularmente as consequências da globalização sobre a tecnologia e o ambiente, enquanto os ativos salientam sobretudo as suas consequências políticas ou económicas. De forma mais geral, os resultados evidenciam que existem diferentes processos de globalização com repercussões múltiplas e consequências desiguais sobre a vida social

Globalization is a major present-day issue. The controversy that it creates among experts bears on all the dimensions of the phenomenon and it raises antagonistic attitudes especially in relation to its consequences. The present study aims at understanding lay people's opinions on globalization, namely with regard to the positive and negative consequences of the phenomenon on different areas of social life. Thirty semi-structured interviews were conducted with students and professionals from northern Portugal, which were analyzed by means of the program for textual data analysis ALCESTE. The program classified 79.05% of the gathered material into four classes, evidencing four important dimensions of globalization: Market and Culture, Science and Technology, Environment, and Politics and Openness, dimensions that integrate positive and negative aspects. With regard to the differences between students and professionals, the analysis indicates that students particularly stress the consequences of globalization on technology and the environment, while professionals emphasize, above all, its political or economic consequences. More generally, the results highlight that there are different processes of globalization with multiple repercussions and unequal consequences on social life