ETDs @PUC-Rio
| Título: | BRANDS THAT PEOPLE LOVE: A STUDY ABOUT THE EMOTIONAL RELATIONSHIP OF PEOPLE WITH BRANDS | ||||||||||||||||||||||||||||||||||||||||
| Autor: |
JULIA PEIXOTO DE CARVALHO LIMA |
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| Colaborador(es): |
VERA MARIA MARSICANO DAMAZIO - Orientador |
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| Catalogação: | 26/JUN/2008 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | THESIS | ||||||||||||||||||||||||||||||||||||||
| Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=11848&idi=1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=11848&idi=2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.11848 | ||||||||||||||||||||||||||||||||||||||||
| Resumo: | |||||||||||||||||||||||||||||||||||||||||
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This is a study of brands that was carried out from a Design
and Emotion point of view which has as focal point the
context in which the brands are used and the reasons for
which some brands become dear to us. Its objective is to
investigate the experiences the brands create, the feelings
they evoke and the social relations they promote. It was
from the gathering of testimony about brands that people
love that this study was conducted. The following three
steps were used: (1) a investigation into blogs and sites on
the internet; (2) in person and virtual talks with people of
different ages and life styles; (3) and group
dynamics with the PUC-Rio design students. It was guided by
the thinking of authors in the field of Design and Emotion
as the neuroscientist Antonio Damásio, and the cognitive
scientist Donald Norman. The stories on brands that people
love were organized into categories according to the
interviewees responses. This step was guided by the study of
the psychologist Mihaly Csikszentmihalyi, and the
anthropologist Eugene Rochberg-Halton on the endearing
relationship of people with their household artifacts. Some
of these categories were also mentioned in light of the
thinking of social science authors as Mary Douglas e
Claude Lévi-Strauss. The results from this investigation
confirm that brands participate in every day actions, they
provide experiences, they are links between
people, and as such they evoke all sorts of feelings. They
also show us that there is a close relationship between
these experiences, the feelings they evoke and the
choosing of the brands that will be part of our lives.
Furthermore the results reveal that through some brands
people build identities; establish social relations,
differentiate themselves and group up. The study of brands
that people love provides data to the Design and Emotion,
and contributes to its goal of not only designing products
with focus on the promotion of experiences and positive
feelings, but also contributing towards a more responsible
and fraternal society.
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