Incidencia del consumo y marcas en la experiencia de bienestar subjetivo entre jóvenes: una exploración cualitativa



Palabras clave:

bienestar subjetivo, pertenencia, marcas, consumo, consumidor joven


Investigaciones señalan que el consumo se correlaciona con la experiencia de bienestar subjetivo. No obstante, es poca la literatura que trata sobre este fenómeno entre jóvenes. Este estudio exploratorio tiene por objeto conocer el modo en que estudiantes universitarios perciben que el consumo y las marcas intervienen sobre el bienestar subjetivo, e identificar los elementos que consideran en sus conductas de consumo destinadas a obtener bienestar. Se uso una metodología cualitativa de diseño fenomenológico, con estudiantes universitarios de la ciudad de Lima. El análisis siguió un proceso de codificación descriptiva. La experiencia de consumo y bienestar manifiesta ser un fenómeno relativo a cada persona, en particular su sentido de necesidad y marco valorativo de lo material, factores que parecen ser modulados por el entorno familiar. Los jóvenes encuentran en los actos de compra y las marcas un conducto para atender sus necesidades sociales, específicamente la pertenencia y aceptación en grupos.


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Biografía del autor/a

Lizardo Vargas Bianchi, Universidad Peruana de Ciencias Aplicadas

Doctor en Comunicación Pública por la Universidad de Navarra, investigador y docente de Seminario de Investigación de Tesis en la Facultad de Comunicación de la Universidad Peruana de Ciencias Aplicadas


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Cómo citar

Vargas Bianchi, L. (2019). Incidencia del consumo y marcas en la experiencia de bienestar subjetivo entre jóvenes: una exploración cualitativa. Revista De Comunicación, 18(1), 166–190.