Contraintuitive communication beyond marketing interest: experiments with consumers/A comunicacao contraintuitiva para alem do interesse mercadologico: experimentos com consumidores/Comunicacion contraintuitiva mas alla del interes de marketing: experimentos con consumidores

• Published in: Revista FAMECOS 2024-01, Vol.31
• Main Authors: Andreoli, Tais Pasquotto, Batista, Leandro Leonardo, Sarralheiro, Vinicius Alves
• Format: Article
• Language: Portuguese
• ISSN: 1415-0549
• DOI: 10.15448/1980-3729.2024.1.44242

The objective of this work was to analyze the influence of counterintuitive communication (with inclusion of race and homoaffective sexual orientation) beyond the market interest, encompassing the measurement of consumer reaction in a comprehensive way, in both implicit and explicit aspects. A theoretical framework was elaborated about counterintuitive marketing communication, followed by a discussion about the inclusion of race and sexual orientation issues in it, especially in view of the still existing prejudice in this regard. The method adopted was a hypothetical-deductive approach, carried out through two experiments, the first between-subject (n=6i) with an exploratory character, relying on ocular monitoring (eye tracker), and the second within-subject (n=i5i) with explanatory character. As a result, it was possible to verify the influence of counterintuitive communication on consumers' reactions, but with opposite valences according to the insertion in question: on the one hand, race had a positive effect, while, on the other hand, sexual orientation had a positive effect. rather negative effect. Thus, it is argued that the acceptability of inserting the racial issue in counterintuitive marketing communication has not yet been extended to sexual orientation, a path still to be followed. Thus, the importance of counterintuitive communication is reinforced, whose contributions extend beyond the market interest, also embracing the broader social scope. Keywords: counterintuitive marketing communication; racial issue in advertising; insertion of sexual orientation in advertising; consumer behavior. O trabalho teve como objetivo analisar a influencia da comunicacao contraintuitiva (com insercao de raca e de orientacao sexual homoafetiva) para alem do interesse mercadologico, englobando a mensuracao da reacao do consumidor de forma abrangente, nos aspectos ambos implicito e explicito. Elaborou-se um referencial teorico acerca da comunicacao mercadologica contraintuitiva, seguido da discussao sobre a insercao das questoes de raca e de orientacao sexual nela, especialmente frente ao ainda preconceito existente nesse sentido. O metodo adotado foi uma abordagem hipotetico-dedutiva, realizada por meio de dois experimentos. O primeiro, between-subject (n=6i) com carater exploratorio, contando com o monitoramento ocular (eye tracker); e, o segundo, within-subject (n=i5i) com carater explicativo. Como resultado, pode-se verificar a influencia da comunicacao cont