Marketing Visual: A Constante Busca por Atenção dos Consumidores

Autores

  • Suele Camatini Universidade Federal de Santa Catarina (UFSC)
  • Martin de La Martiniere Petroll Universidade Federal de Santa Catarina (UFSC)
  • Elder Semprebon Universidade Federal do Paraná (UFPR)
  • Rudimar Antunes da Rocha Universidade Federal de Santa Catarina (UFSC)

Palavras-chave:

Marketing Visual, Atenção, Comportamento do Consumidor.

Resumo

Conquistar a atenção dos consumidores é o intuito de qualquer organização. Mas isso não é fácil de ser feito já que, muitas vezes, os consumidores não estão aptos a processar conscientemente os estímulos visuais aos quais estão expostos. Nessa situação, o marketing visual mostra-se um importante aliado das organizações e de pesquisadores, oportunizando a utilização de sinas visuais e símbolos comerciais e não comerciais de modo estratégico a fim de conceder mensagens e experiências desejáveis para os consumidores. Partindo dessa perspectiva, o presente artigo analisou, através do método bibliométrico, 42 estudos sobre marketing visual publicados nos últimos 20 anos (1995-2015). Como resultados, foram apresentados os principais achados dos mesmos, além de sugeridos rumos para futuras investigações em marketing visual.

Biografia do Autor

Suele Camatini, Universidade Federal de Santa Catarina (UFSC)

Mestranda em Administração pelo Programa de Pós-Graduação em Administração da Universidade Federal de Santa Catarina (UFSC)

Martin de La Martiniere Petroll, Universidade Federal de Santa Catarina (UFSC)

Professor do Programa de Pós-Graduação em Administração e do Departamento de Ciências da Administração da Universidade Federal de Santa Catarina (UFSC)Doutor em Administração pelo Programa de Pós-Graduação em Administração da Universidade Federal do Paraná (UFPR)

Elder Semprebon, Universidade Federal do Paraná (UFPR)

Professor em Administração da Universidade Federal do Paraná (UFPR)Doutor em Administração pelo Programa de Pós-Graduação em Administração da Universidade Federal do Paraná (UFPR)

Rudimar Antunes da Rocha, Universidade Federal de Santa Catarina (UFSC)

Professor do Programa de Pós-Graduação em Administração e do Departamento de Ciências da Administração da Universidade Federal de Santa Catarina (UFSC)Pós Doutor em Administração pela Escola de Economia e Gestão da Universidade do Minho (Braga/Portugal)

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2016-05-28

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