Flavia Cardoso - Academia.edu (original) (raw)

Papers by Flavia Cardoso

ACR North American Advances, 2020

e-Revista LOGO, 2021

Packaging is a medium that encourages customers to discover brands and products at the point of s... more Packaging is a medium that encourages customers to discover brands and products at the point of sale. It materializes brand identities, communicates product attributes, and thus translates aesthetic and symbolic cultural meanings. How can we explore the different layers of meanings that specialty coffee packaging communicates to consumers? In this manuscript, we apply Peircean semiotic concepts to investigate how different visual and verbal signs are integral to the construction of specialty coffee packaging design in the Brazilian market. We argue that semiotic analysis enriches the understanding of the meanings that the packages construct, considering their communicative potentials and their interactions with consumers during the shopping experience.

Journal of Marketing Management, 2022

Cette recherche se concentre sur les centres commerciaux et sur les experiences de magasinage pro... more Cette recherche se concentre sur les centres commerciaux et sur les experiences de magasinage produites et vecues au sein de ces espaces de vente dans differentes villes et regions du monde (Angleterre, Argentine, Bresil, France). Bien qu’il existe de nombreuses recherches sur ce sujet dans les economies developpees, il en existe peu consacrees aux economies emergentes (Amerique Latine, notamment) et encore moins a des comparaisons inter-zones. Ce travail a caractere inductif et interculturel s'appuie, pour la discussion theorique des observations menees, sur les apports de la “Consumer Culture Theory”, en particulier sur les recherches sur l’experience de magasinage transposees aux centres commerciaux, et tente de degager des implications marketing.

ACR North American Advances, 2017

We examine whether predecisional biases occur among fluid choice sets—that is, whether a product ... more We examine whether predecisional biases occur among fluid choice sets—that is, whether a product that was preferred in an initial choice set is disproportionately likely to be chosen among several additional, equally desirable products in a second, expanded choice set. We present several experiments demonstrating that this bias does indeed occur. The authors also investigate the mediating mechanisms by examining the circumstances under which the bias ceases to occur. Implications for social influence strategies will be discussed, including how to group and sequence the alternatives when presenting them to consumers.

Research in Consumer Behavior, 2015

Abstract Purpose This paper discusses the evolving nature of the symbolic meaning of the 2014 FIF... more Abstract Purpose This paper discusses the evolving nature of the symbolic meaning of the 2014 FIFA World Cup in Brazil. Exploring the kratophanous power of soccer in Brazil, we seek to explain how the relationship that Brazilians had with the 2014 FIFA World Cup reflects profound changes in a mutating society that has deep emotional connections with soccer but at the same time has started to reject the misuse of public resources and struggles to see corruption as a fact of life. Methodology/approach The authors conducted a netnography on Facebook communities and on Instagram, reviewed documentaries and short films, as well as press articles on the subject. Data was collected both retrospectively and concurrently. Analysis used open coding, moving up from the emic meanings extracted from the texts to an etic account of the phenomena (Cherrier & Murray, 2007; Thompson, 1997; Thompson & Haytko, 1997). Findings We argue that the duality of the Brazilian culture and the kratophanous power of soccer help understand the evolving nature of the relationship Brazilians had with the 2014 FIFA World Cup. We sustain that soccer in Brazil is viewed both as a sport – representing democracy and the hope of social mobility – and as an industry – echoing dissatisfaction with the status quo. Even if ideologically opposed to what the event represented, consumers were bound by very strong cultural connections built around soccer as a sport, a national passion. This changing nature of feelings and attitudes echoes marketplace tensions of a country passing through a democratization maturity process and of a culture in which its citizens find it easier to attempt to be many things at the same time than to take a stand. Research limitations/implications This research analyzes the role of social tensions and national passions in relation to a global industry (soccer) and a mega event (the FIFA World Cup). We have looked at the influence of macro cultural forces and tension forces in a sporting event as our findings cannot be understood outside the context of network-based power (Labrecque, vor dem Esche, Mathwick, Novak, & Hofacker, 2013) with Brazilians mobilizing the structure of social networks in favor of their contextual interests. The tense and dynamic political environment in which this research was conducted shed some light on why the #naovaitercopa changed its meaning overtime. Originality/value The context of this research contributes to the literature on boycotting (Kozinets & Handelman, 2004; Lee, Motion, & Conroy, 2009), considering that most previous studies had not extensively explored situations where protests arise, obtain significant engagement, yet end up being unsuccessful. We answers the call made by Izberk-Bilgin (2010) for understanding how and why consumer attitudes toward certain types of consumption may change overtime and we demonstrate how the FIFA World Cup possesses kratophanous power in Brazil, and how this characteristic, which is strongly rooted in local culture, contributed to the failure of the boycott.

Journal of Marketing Management, 2020

Consumption Markets & Culture, 2018

Journal of Marketing Management, 2020

ABSTRACT How do older consumers in an ageing society interpret and make sense of cultural media p... more ABSTRACT How do older consumers in an ageing society interpret and make sense of cultural media products, such as advertising campaigns, portraying their cohort? A qualitative study analysing 626 advertisements and drawing from 18 consumer interviews in Brazil shows how older consumers reject stereotypical images of their cohort in advertising even when the images are positive. Older individuals seek to distance themselves from stereotypical social images of old age, placing themselves in a liminal state of being ‘not too old but no longer young’. This research speaks to the opportunities of cultural media producers to better align their messages with legislative and regulatory efforts to portray older consumers more realistically to successfully destigmatise this section of the population.

ACR North American Advances, 2020

e-Revista LOGO, 2021

Packaging is a medium that encourages customers to discover brands and products at the point of s... more Packaging is a medium that encourages customers to discover brands and products at the point of sale. It materializes brand identities, communicates product attributes, and thus translates aesthetic and symbolic cultural meanings. How can we explore the different layers of meanings that specialty coffee packaging communicates to consumers? In this manuscript, we apply Peircean semiotic concepts to investigate how different visual and verbal signs are integral to the construction of specialty coffee packaging design in the Brazilian market. We argue that semiotic analysis enriches the understanding of the meanings that the packages construct, considering their communicative potentials and their interactions with consumers during the shopping experience.

Journal of Marketing Management, 2022

Cette recherche se concentre sur les centres commerciaux et sur les experiences de magasinage pro... more Cette recherche se concentre sur les centres commerciaux et sur les experiences de magasinage produites et vecues au sein de ces espaces de vente dans differentes villes et regions du monde (Angleterre, Argentine, Bresil, France). Bien qu’il existe de nombreuses recherches sur ce sujet dans les economies developpees, il en existe peu consacrees aux economies emergentes (Amerique Latine, notamment) et encore moins a des comparaisons inter-zones. Ce travail a caractere inductif et interculturel s'appuie, pour la discussion theorique des observations menees, sur les apports de la “Consumer Culture Theory”, en particulier sur les recherches sur l’experience de magasinage transposees aux centres commerciaux, et tente de degager des implications marketing.

ACR North American Advances, 2017

We examine whether predecisional biases occur among fluid choice sets—that is, whether a product ... more We examine whether predecisional biases occur among fluid choice sets—that is, whether a product that was preferred in an initial choice set is disproportionately likely to be chosen among several additional, equally desirable products in a second, expanded choice set. We present several experiments demonstrating that this bias does indeed occur. The authors also investigate the mediating mechanisms by examining the circumstances under which the bias ceases to occur. Implications for social influence strategies will be discussed, including how to group and sequence the alternatives when presenting them to consumers.

Research in Consumer Behavior, 2015

Abstract Purpose This paper discusses the evolving nature of the symbolic meaning of the 2014 FIF... more Abstract Purpose This paper discusses the evolving nature of the symbolic meaning of the 2014 FIFA World Cup in Brazil. Exploring the kratophanous power of soccer in Brazil, we seek to explain how the relationship that Brazilians had with the 2014 FIFA World Cup reflects profound changes in a mutating society that has deep emotional connections with soccer but at the same time has started to reject the misuse of public resources and struggles to see corruption as a fact of life. Methodology/approach The authors conducted a netnography on Facebook communities and on Instagram, reviewed documentaries and short films, as well as press articles on the subject. Data was collected both retrospectively and concurrently. Analysis used open coding, moving up from the emic meanings extracted from the texts to an etic account of the phenomena (Cherrier & Murray, 2007; Thompson, 1997; Thompson & Haytko, 1997). Findings We argue that the duality of the Brazilian culture and the kratophanous power of soccer help understand the evolving nature of the relationship Brazilians had with the 2014 FIFA World Cup. We sustain that soccer in Brazil is viewed both as a sport – representing democracy and the hope of social mobility – and as an industry – echoing dissatisfaction with the status quo. Even if ideologically opposed to what the event represented, consumers were bound by very strong cultural connections built around soccer as a sport, a national passion. This changing nature of feelings and attitudes echoes marketplace tensions of a country passing through a democratization maturity process and of a culture in which its citizens find it easier to attempt to be many things at the same time than to take a stand. Research limitations/implications This research analyzes the role of social tensions and national passions in relation to a global industry (soccer) and a mega event (the FIFA World Cup). We have looked at the influence of macro cultural forces and tension forces in a sporting event as our findings cannot be understood outside the context of network-based power (Labrecque, vor dem Esche, Mathwick, Novak, & Hofacker, 2013) with Brazilians mobilizing the structure of social networks in favor of their contextual interests. The tense and dynamic political environment in which this research was conducted shed some light on why the #naovaitercopa changed its meaning overtime. Originality/value The context of this research contributes to the literature on boycotting (Kozinets & Handelman, 2004; Lee, Motion, & Conroy, 2009), considering that most previous studies had not extensively explored situations where protests arise, obtain significant engagement, yet end up being unsuccessful. We answers the call made by Izberk-Bilgin (2010) for understanding how and why consumer attitudes toward certain types of consumption may change overtime and we demonstrate how the FIFA World Cup possesses kratophanous power in Brazil, and how this characteristic, which is strongly rooted in local culture, contributed to the failure of the boycott.

Journal of Marketing Management, 2020

Consumption Markets & Culture, 2018

Journal of Marketing Management, 2020

ABSTRACT How do older consumers in an ageing society interpret and make sense of cultural media p... more ABSTRACT How do older consumers in an ageing society interpret and make sense of cultural media products, such as advertising campaigns, portraying their cohort? A qualitative study analysing 626 advertisements and drawing from 18 consumer interviews in Brazil shows how older consumers reject stereotypical images of their cohort in advertising even when the images are positive. Older individuals seek to distance themselves from stereotypical social images of old age, placing themselves in a liminal state of being ‘not too old but no longer young’. This research speaks to the opportunities of cultural media producers to better align their messages with legislative and regulatory efforts to portray older consumers more realistically to successfully destigmatise this section of the population.