Cadeia Meios-Fim: Um Elo Entre Valores Pessoais e Identidade

Abstract

Marketing exerts a great influence on the consumption behavior of people, and reflects on the aspects that guide the motivations and form the human personality. This reasoning considers that consumer decisions follow a cognitive structure of knowledge, ranging from the functionality of a product to the self-knowledge of the individual. In the face of the above, this article aims to present and discuss the relationship between theories of personal values, identity based on motivation and the means-end chain, which contribute to the understanding of the interiority of the human mind, in front of consumer behavior. The imminent possibility of concatenating these three theoretical perspectives could result in advances in this field of study, being a new way of research in marketing. Regarding the practical implications of this research front in consumer behavior, the findings could help managers in the development of marketing strategies, such as segmentation, positioning, elaboration of advertising campaigns and new products. It is suggested as a future research agenda, the use of this theoretical perspective in contexts of consumption in which the object of study, has strong connection with the lifestyle of the consumer, aiming to abstract the relationship of personal values with their identity traits.