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Análise epistemológica da teoria do eu estendido

Author

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  • João Henriques de Sousa Júnior

Abstract

O Marketing é uma das áreas funcionais da administração e comporta os estudos de comportamento do consumidor. Dentro da produção científica desta área um tema que apresenta grande destaque e relevância é a representação do Eu dentro do consumo, especialmente a partir da teoria do Eu estendido, de Russell W. Belk (1988). Assim, este trabalho objetivou analisar epistemologicamente a teoria do Eu estendido, a partir da análise documental de três artigos de autoria de Belk. Constatou-se que o texto seminal (1988) apresenta posicionamento mais funcionalista e positivista, enquanto no texto de 2014, Belk se apresenta mais interpretativista. Este estudo evidencia a reflexão da importância ao se escolher ou assumir um posicionamento epistemológico ao se iniciar um estudo científico.

Suggested Citation

  • João Henriques de Sousa Júnior, 2020. "Análise epistemológica da teoria do eu estendido," Revista Caribeña de Ciencias Sociales, Servicios Académicos Intercontinentales SL, issue 2020-07, july.
    • Handle: RePEc:erv:rccsrc:y:2020:i:2020-07:08
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