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Consumption and emotional compensation in economic crisis
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Orientador(es)
Resumo(s)
The present work project aims to study the Portuguese consumer attitude
towards non essential goods during economic crisis. It is inspired by a recent trend
described in the media as the Lipstick Effect. In order to address the abovementioned
objective, we conduct a research that includes an exploratory phase (Case Studies) and a
descriptive phase (Questionnaires). Please note that we do not aim to define “economic
crisis”, the concept in the work project is “perceived economic crisis”. The analysis
reveals that Portuguese women reflect a need for emotional compensation during
economic crisis and so, despite facing budget constraints, they still make expenditures
on non essential goods. The non essential goods where female consumers maintain their
expenditure are essentially related to Beauty Care and Telecommunications.
Descrição
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
Palavras-chave
Lipstick effect Emotional compensation Consumer behavior Case study research Descriptive research