THE SUFFERING BEHIND CONSUMERISM: THE INFLUENCE OF EMOTIONS ON PURCHASING DECISIONS

Abstract

Introduction: Consumerism is presented as a multifaceted phenomenon that goes beyond the mere act of acquiring goods and services, constituting a social practice shaped by emotional, cultural, and economic factors. It reflects a constant search for immediate satisfaction, often influenced by social pressures that result in negative financial and emotional impacts. Objective: To analyze how emotions influence purchasing decisions and the psychological consequences associated with consumerism, including the distress resulting from this practice. Method: The research followed a quantitative and explanatory approach, applying structured questionnaires to 52 participants residing in Teresina, PI, aged 19 or older and with their own income. The instrument used for data collection was a questionnaire based on the Likert scale, which allows for assessing the degree of agreement or disagreement of respondents regarding different statements about their consumption behavior and emotions. Data analysis was conducted descriptively, using percentages to identify behavioral and emotional patterns related to consumerism. Results: The findings show that emotions play a central role in purchasing decisions, influencing compulsive behaviors, although anxiety is not the main trigger. Many consumers occasionally engage in excessive purchases and do not always recognize the negative impacts, highlighting the disconnection between consumption and its consequences. Advertising and social pressures promote consumerism, encouraging purchases as momentary emotional relief, but with potential long-term detriments. This underscores the need for financial education and emotional management strategies to mitigate the effects of uncontrolled consumption. Conclusion: It is concluded that consumerism is driven by emotional and social demands, accentuated by media influences, resulting in psychological distress and financial difficulties.