Consumo hedónico e utilitário e atitude face à publicidade


  • Paulo Ribeiro Cardoso Universidade Fernando Pessoa
  • Sara Carvalho Pinto Universidade Fernando Pessoa



atitude face à publicidade, consumo hedónico, consumo utilitário


O presente trabalho teve como objectivo analisar a relação entre as motivações para o consumo e a atitude face à publicidade e verificar a existência de possíveis diferenças no que diz respeito à variável género. A partir de um questionário realizado a uma amostra de consumidores jovens adultos foi possível identificar três tendências de consumo: uma predominantemente hedónica, uma fundamentalmente utilitária e uma terceira com uma incidência acentuada na procura por produtos de baixo preço. Os consumidores femininos apresentavam, globalmente, valores superiores na tendência de consumo hedónica, que por sua vez se relacionava positivamente com a atitude face à publicidade. Os consumidores masculinos apresentavam, parcialmente, valores superiores na tendência de consumo utilitária, que por sua vez se relacionava negativamente com a atitude face à publicidade. A procura de preços baixos foi consensual na globalidade da amostra.


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Como Citar

Ribeiro Cardoso, P., & Carvalho Pinto, S. (2022). Consumo hedónico e utilitário e atitude face à publicidade . Comunicação Pública, 4(7/8).



Nº8 - Artigos