Depleção do ego
uma contextualização do fenômeno na pesquisa do consumidor
Palavras-chave:
Autocontrole, Depleção do ego, Tomada de decisão, ConsumidorResumo
O fenômeno em que os indivíduos reduzem significativamente a sua capacidade de se autocontrolar após terem exercido duas tarefas consecutivas é conhecido como o efeito da depleção do ego (ego-depletion) (Muraven, Tice & Baumeister, 1998). Essa abordagem teórica pressupõe que os efeitos da depleção do ego ocorrem devido à disponibilidade limitada de recursos do autocontrole, um conjunto de recursos psicológicos aos quais os indivíduos recorrem como forma de resistir a respostas impulsivas (Muraven & Baumeister, 2000). No contexto da psicologia social, o tema vem sendo amplamente investigado, em vista do crescente número de estudos publicados. Em contrapartida, no comportamento do consumidor, esse número é menos expressivo (Baumeister, Sparks, Stillman & Vohs, 2008). Com base nesse cenário, este artigo se propõe a analisar os estudos que integram as temáticas depleção do ego e a tomada de decisão do consumidor. Para tanto, o método utilizado foi uma revisão sistemática da literatura, a qual abrangeu periódicos expressivos da área como, por exemplo, o Journal of Consumer Research (JCR). Os resultados mostram que a área do comportamento do consumidor tem buscado contribuir para o avanço da compreensão do fenômeno, uma vez que tem proposto novas teorias para explicar os efeitos da depleção do ego.
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Declaro que o presente artigo é original, não tendo sido submetido à publicação, quer em sua totalidade quer em parte, em qualquer outro periódico nacional ou internacional. Declaro, ainda, que, uma vez publicado no International Journal of Business & Marketing (IJBMKT), o mesmo jamais será submetido por mim ou por qualquer um dos demais coautores a qualquer outro periódico. Através deste instrumento, em meu nome e em nome dos demais coautores, porventura existentes, cedo os direitos autorais do referido artigo ao International Journal of Business & Marketing (IJBMKT) e declaro estar ciente de que a não observância deste compromisso submeterá o infrator a sanções e penas previstas na Lei de Proteção de Direitos Autorais (nº 9609, de 19/02/98).
