Minimalist Aesthetics: conveying an image through clothing style

Érica Maria Calíope Sobreira; Danielle Mantovani

doi:10.5965/1982615x17422024e0008

Autores

Érica Maria Calíope Sobreira Universidade Federal do Paraná https://orcid.org/0000-0002-7162-4676
Danielle Mantovani Universidade Federal do Paraná https://orcid.org/0000-0001-7456-304X

DOI:

https://doi.org/10.5965/1982615x17422024e0008

Palavras-chave:

minimalismo, estética minimalista, consumo de moda

Resumo

O minimalismo é um tema em ascensão na literatura de consumo, principalmente quando envolve moda e estética minimalista. Apesar disso, são poucos os estudos dedicados a discutir quais reações a estética minimalista pode produzir nas percepções dos outros sobre os minimalistas como indivíduos. Com este ensaio, preenchemos essa lacuna ao discutir que imagem a estética minimalista transmite sobre pessoas que adotam um estilo de roupa minimalista. Discutimos, portanto, como os minimalistas podem ser percebidos como pessoas mais competentes e menos calorosas aos olhos dos outros, além de serem capazes de transmitir uma imagem de racionalidade na tomada de decisão ao invés de sentimentos. Por fim, este ensaio abre a possibilidade para uma ampla gama de estudos futuros sobre o minimalismo no consumo.

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Biografia do Autor

Érica Maria Calíope Sobreira, Universidade Federal do Paraná

Érica Maria Calíope Sobreira, Doutoranda em Administração pela Universidade Federal do Paraná (UFPR). Mestra em Administração e Controladoria pela Universidade Federal do Ceará (UFC). Integrante do Grupo de Pesquisa em Comportamento do Consumidor (GEPECCO) e Laboratório de Estratégias para Sociedade Sustentável (LESS). Possui interesse em pesquisas na área de Administração, com ênfase em Marketing e Sustentabilidade: Comportamento do Consumidor, Consumo Sustentável, Consumo de Moda e Movimento Slow. Publicou artigo em journal de alto impacto como o Journal of Fashion Marketing and Management.

Danielle Mantovani, Universidade Federal do Paraná

Danielle Mantovani, Professora do Programa de Pós-Graduação em Administração da Universidade Federal do Paraná (UFPR). Doutora em Administração pela Universidade Federal do Paraná (UFPR), Curitiba (PR), Brasil. Foi líder do Tema Comportamento do Consumidor, na divisão de Marketing da ANPAD (2018-2020). Tem experiência como docente e pesquisadora em projetos relacionados ao Comportamento do Consumidor. Interesses de pesquisa: Consumer Decision Making, Pro-social Behavior; Green Consumption. Publicou artigos em journals de alto impacto, tais como: Marketing Intelligence & Planning, Journal Of Business Research, Journal Of Retailing And Consumer Services, Journal Of Behavioral Decision Making.

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