Self-concept: the construction of a new ethos for the low-income consumer

• Grant number: 14/50359-8
• Support Opportunities: Regular Research Grants - Publications - Books published in Brazil
• Start date: October 01, 2014
• End date: September 30, 2015
• Field of knowledge: Applied Social Sciences - Communications
• Principal Investigator: Maria de Lourdes Bacha
• Grantee: Maria de Lourdes Bacha
• Host Institution: Centro de Comunicação e Letras (CCL). Universidade Presbiteriana Mackenzie (UPM). Instituto Presbiteriano Mackenzie. São Paulo , SP, Brazil

Abstract

The main objective of this project is the publication of the book “Self-concept: the construction of a new ethos for the low-income consumer”, that is the result from the empirical research, whose findings were summarized in the book. The study aims to analyze the altitudes of low-income population in relation to the construct self-concept. The book aims to answer the following question: Which are the altitudes of low-income consumer in relation to the construct self-concept? To answer the question it was conducted a descriptive survey with a sample of 420 individuals belonging to classes C and D, living in São Paulo, selected through non-probability convenience sample. (AU)