An Empiric Study about the Construction of Social Identity of Toy Art Consumer´s

Authors

  • Renata Andreoni Barboza Universidade Gama Filho - UGF
  • Eduardo André Teixeira Ayrosa EBAPE/FGV-RJ

DOI:

https://doi.org/10.5007/2175-8077.2013v15n37p11

Abstract

The existence of seemingly childish goods directed to adult consumers is a recent and growing market phenomenon. Having Toy Arts as an exemplar of such products, this investigation aims to understand how Toy Art consumers use it to build and manage their social identity, exploring the factors that trigger a process of extension of self. A qualitative study was conducted with in-depth interviews with 14 Toy collectors, male and female, between 19 and 38 years old, living in Minas Gerais, Rio de Janeiro, Rio Grande do Sul, São Paulo and Distrito Federal, during July and August 2009. Results show that informants use Toy Arts to build and manage their social identities, relying on it as a form of social expression and differentiation.

Author Biographies

Renata Andreoni Barboza, Universidade Gama Filho - UGF

Mestre em Administração pela EBAPE/FGV-RJ, Graduada em Propaganda e Marketing pela ESPM-RJ, atua como Professora Assistente na UGF-RJ.

Eduardo André Teixeira Ayrosa, EBAPE/FGV-RJ

Doutor em Administração pela London Business School, Mestre em Administração pela COPPEAD – UFRJ, Graduado em Engenharia Civil pela Universidade Federal do Rio de Janeiro, atua como Professor Adjunto na área de Marketing da EBAPE/FGV-RJ.

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Published

2013-12-10

How to Cite

Barboza, R. A., & Ayrosa, E. A. T. (2013). An Empiric Study about the Construction of Social Identity of Toy Art Consumer´s. Revista De Ciências Da Administração, 1(1), 11–21. https://doi.org/10.5007/2175-8077.2013v15n37p11

Issue

V.15 N.37 Dezembro de 2013

Section

Articles

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