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Expression and questioning objects: affective consumption and the development of personal guidelines

Grant number: 11/20603-6
Support Opportunities:Scholarships in Brazil - Scientific Initiation
Effective date (Start): January 01, 2012
Effective date (End): December 31, 2012
Field of knowledge:Applied Social Sciences - Industrial Design
Principal Investigator:Marcos da Costa Braga
Grantee:Tiago Kurebayashi
Host Institution: Faculdade de Arquitetura e Urbanismo (FAU). Universidade de São Paulo (USP). São Paulo , SP, Brazil


The current research project falls into the emotional design line, relating affective values assigned to an object with its durability, consumption behaviors, and the formulation of personal ideals. It uses categorization systems proposed in studies in the area and looks for information in psychology, presenting the "cultivation" concept, elaborated by Eugene Rochberg-Halton. Through references study, it comes to the "expression and questioning objects" idea, as objects that more efficiently create contact between the user and the possibility of new questioning and goals. Finally, it assigns musical instruments in this definition and proposes the personal relation to it and their consumption characteristics as a way to understand the durability of values in these objects.(AU)

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