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O autoconceito e o cabelo da mulher : um estudo exploratório
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Resumo(s)
O autoconceito retrata as crenças que um individuo possui acerca dos seus atributos e como
os avalia. As pessoas, no decorrer das suas vidas, exercem diversos papeis e acabam por adquirir
produtos e serviços que contribuem para o processo de socialização e para a criação das suas
identidades. Neste contexto, o presente estudo procura investigar a influência do cabelo na
construção do autoconceito das mulheres. Tem como objetivo explorar os significados
atribuídos ao cabelo para a construção da identidade das mulheres, entender como pode o cabelo
ser utilizado pelas mulheres para comunicar diferentes papeis sociais, compreender que
potenciais benefícios e riscos são percecionados pelas mulheres nos cuidados e tratamentos que
fazem aos cabelos e como podem ser geridos os riscos percecionados. Foi utilizada uma
abordagem qualitativa de natureza exploratória e adotada a técnica de amostragem nãoprobabilista, por conveniência. A recolha de dados foi realizada com recurso a entrevistas em
profundidade, a seis mulheres.
A nível académico, os resultados contribuem para reduzir a lacuna existente no
conhecimento da relação entre o autoconceito das mulheres e o seu cabelo e de como o cabelo
influência a construção e definição da identidade. A nível empresarial as conclusões contribuem
para que as indústrias de cabeleireiro e de cosmética entendam com profundidade o impacto do
cabelo na autoestima da mulher, o que pode impactar nas decisões de comunicação. Também o
conhecimento dos diferentes tipos de risco que as consumidoras percecionam ao utilizar
produtos e serviços de cabeleireiro e as suas estratégias para reduzir essas perceções de risco,
podem contribuir para melhores decisões de marketing neste setor.
The self-concept portrays the beliefs that an individual has about his or her attributes and how he or she evaluates them. People, throughout their lives, play various roles and end up acquiring products and services that contribute to the socialization process and to the creation of their identities. In this context, the present study seeks to investigate the influence of hair on the construction of women's self-concept. It aims to explore the meanings attributed to hair in the construction of women's identity, understand how hair can be used by women to communicate different social roles, understand what potential benefits and risks are perceived by women in their hair care and treatment, and how perceived risks can be managed. A qualitative approach of an exploratory nature was used and the non-probabilistic, convenience sampling technique was adopted. Data collection was carried out using in-depth interviews with six women. At the academic level, the results contribute to reducing the existing gap in knowledge about the relationship between women's self-concept and their hair and how hair influences identity construction and definition. At the business level the findings contribute to the hairdressing and cosmetic industries understanding in depth the impact of hair on women's selfesteem, which can impact communication decisions. Also, knowledge of the different types of risk that female consumers perceive when using hairdressing products and services, and their strategies to reduce these risk perceptions, can contribute to better marketing decisions in this industry.
The self-concept portrays the beliefs that an individual has about his or her attributes and how he or she evaluates them. People, throughout their lives, play various roles and end up acquiring products and services that contribute to the socialization process and to the creation of their identities. In this context, the present study seeks to investigate the influence of hair on the construction of women's self-concept. It aims to explore the meanings attributed to hair in the construction of women's identity, understand how hair can be used by women to communicate different social roles, understand what potential benefits and risks are perceived by women in their hair care and treatment, and how perceived risks can be managed. A qualitative approach of an exploratory nature was used and the non-probabilistic, convenience sampling technique was adopted. Data collection was carried out using in-depth interviews with six women. At the academic level, the results contribute to reducing the existing gap in knowledge about the relationship between women's self-concept and their hair and how hair influences identity construction and definition. At the business level the findings contribute to the hairdressing and cosmetic industries understanding in depth the impact of hair on women's selfesteem, which can impact communication decisions. Also, knowledge of the different types of risk that female consumers perceive when using hairdressing products and services, and their strategies to reduce these risk perceptions, can contribute to better marketing decisions in this industry.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
Cabelo autoconceito mulheres Interacionismo simbólico autocomplementação simbólica Hair self-concept women symbolic interactionism symbolic selfcomplementation
Contexto Educativo
Citação
Machado, Maria Margarida Galvão (2022). “O autoconceito e o cabelo da mulher : um estudo exploratório”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão