O conceito de valor para o consumidor : uma análise sob a óptica da metodologia Laddering

RESUMO: O constructo de customer value é aquele que melhor explica o comportamento do consumidor, uma vez que o seu objectivo é o de entender como os consumidores traduzem os atributos e consequências do uso de um produto em valores pessoais relevantes. A metodologia laddering, que tem como base a teoria das cadeias meios-fim, é um elemento teórico que se considera consistente para estabelecer a relação entre os atributos e os valores do consumidor. Esta dissertação pretende demonstrar a exequibilidade da metodologia laddering em estudos sobre o valor para o consumidor, percebendo quais são as vantagens e limitações do seu uso. É conclusivo que este método, através da construção de cadeias A-C-V, proporciona elementos de estudo que permitem a visualização de hierarquia de valores produzida pelos consumidores, função dos critérios de escolha destes durante e após um processo de compra. A aplicabilidade desta metodologia na perspectiva do valor para o cliente, permite a utilização dos seus resultados num conjunto de áreas específicas do marketing, das quais destacamos a segmentação e análise de mercado, a avaliação do posicionamento de produtos e marcas, a avaliação da publicidade e o desenvolvimento de estratégias de comunicação. ABSTRACT: The customer value construct is the one that best explains the consumer behavior, since its purpose is to understand how consumers translate the attributes and consequences of the use of a product in relevant personal values. The laddering methodology, which is based on the theory of means-end chains, is a theoretical element that is considered consistent for establish the relationship between attributes and consumer values. This thesis attempts to demonstrate the feasibility of the laddering methodology in studies about the value for the consumer, knowing what are the advantages and limitations of its use. It is conclusive that this method, by building chains A-C-V, provides elements of study that allows the visualization of the values hierarchy produced by consumers, according to the criteria of their choice during and after a purchase process. The applicability of this methodology from the perspective of customer value, allows the use of their results in a number of specific areas of marketing, which we emphasize the segmentation and market analysis, evaluation of product and branding positioning, evaluation of advertising and development of communication strategies.

Fluxing the logic of definitive differences

Focusing on Fluxus, a loosely knit association of artists from America, Europe and Asia whose work centers around intermediality, this article explores the notion of relationality without relata. Intermediality refers to works that fall conceptually between media – such as visual poetry or action music – as well as between the general area of art media and those of life media(Higgins). Departing from two Fluxus intermedia – the event score, a performative score in the form of words, and the Fluxkit, a performative score in the form of objects – I investigate the logic of co-constitutivity within which every element is both subject and object, both constitutive and constituted. To be more precise, I trace the cross-categorial interplay of differences that explodes the logico-linguistic structure of binary oppositions, such as those between foreground and background, word and action, sound and silence, identity and alterity. Aided by Jacques Derrida’s concept of ‘de-centered play’ and Shigenori Nagatomo’s concept of ‘interfusion’ this article seeks to articulate the ways in which the Fluxus works mobilise the ‘silent background’ to dismantle the dualistic logic of definite differences.

Apendice: version portugaise de la série sur l'exposition / a revolução museológica faz-se a partir da exposição

Version adaptée de la série française, préparée par Luisa Rogado, pour servir à deux projets (Musée de la forge, Casa museu de la misericorde), dans la Municipalité d’Alcoutin, en Algarve. Le projet avait, entre autres , pour but d’éviter les erreurs qui firent du Musée du Guadiana, à Guerreiro dos Rios, un semi échec, les contrôles du design et du programme d’animation ayant échappé à la muséologue, coordonnatrice du projet, qui servira néanmoins de leçon au projet pilote de Carrapateira (Musée de la Terre et de la Mer) tous deux devant être jumelés comme les premiers prototypes de musées locaux de la nouvelle génération. Le musée de Carapateira introduira dans sa toute dernière phase le récit donnant sa cohésion à l’ensemble de la segmentation thématique. Cet épisode est rapporté dans l´étude de cas de carapateira sur le rapport exposition-institution (tutelle) dans le texte d’une communication intitutée «L’exposition, la face déchaînée du musée» Pierre Mayrand, ACFAS, 2008.