A NOVA TEORIA DO CONSUMIDOR: UMA ANÁLISE ACERCA DA ABORDAGEM DA INFLUÊNCIA, DA MOTIVAÇÃO E DO STATUS

Abstract

This work aim on the contemporary view of the consumer as an individual belonging to the new social webs. Status, which is the result of the process of social acceptance, promotes in the consumer's behavior the effort to maximize the group's actions, minimizing economic utilitarianism. In this way, the fragility of the traditional theoretical attachment, the rational marginalist utilitarianism, gives way to trends where it exposes a consumer promoted by emotions, anxieties, and social status. Even in an information exploration scenario, the consumer suffers from three types of trends: Bandwagon effect, Veblen effect and Herd effect. These are part of the new consumer theory called behavior comsumption. The methodology used was an exploratory and bibliographic analysis based on data from the IBGE and the Brazilian Association of e-commerce and the Brazilian association of luxury products - Abiel. As results and discussions, it was observed that between 2012-2021, the phenomenon of status consumption is increasingly present, given the presence of elite brands, raising a large circulation of VIP products and services.