O IMPACTO DE AÇÕES DE MARKETING DE EXPERIÊNCIA ASSOCIADAS AO CONSTRUTO FELICIDADE

Autores

  • Vanessa Mello
  • Alziro Rodrigues

Resumo

Este artigo analisa o impacto da ação de marketing de experiência no nível de felicidade dos participantes de visita à Fábrica da Felicidade da Coca-Cola, em Porto Alegre. A pesquisa, de caráter descritivo, baseou-se na aplicação do Oxford Happiness Questionnaire (adaptado) em três momentos e analisou as variações no nível de felicidade de alunos de colégio privado do ensino médio de Porto Alegre e que participaram da visita à Fábrica da Felicidade. A primeira coleta de dados ocorreu antes da visita; a segunda logo ao final da visita e a terceira alguns dias após a visita. Os resultados das análises revelam que, de modo geral, os níveis médios de felicidade dos participantes foram mais elevados no primeiro dia de coleta. Tais resultados sugerem que a ação focada na visita à Fábrica da Felicidade não parece ter influenciado positivamente o nível de felicidade dos participantes. São examinados possíveis antecedentes e efeitos e discutidas as limitações da pesquisa.

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Publicado

2019-11-06