HTML

ePub

PDF

1. Introduction

Passive consumers give room to social individuals who become agents of a dialectics with the world, whose identity is in constant reconfiguration. Thus, it is necessary questioning the public and private meanings deriving from the relationship between individuals and objects. This questioning extends to social changes favored by these processes. The current study focuses on material choices people make for themselves or for individuals they relate with, as well as on the process of choosing and using what is consumed (Lima, 2010). The contemporary or consumer society is the environment where these social processes take place. Consumption - the counterpart of production, whose other side is economy - remains the space wherein people "exchange what they believe to be, or what the collective values define as needs and desires for products and services" (Rocha & Pereira, 2009, p. 73).

Consumption – which is a component of culture - constitutes a "system of meanings wherein individuals are categorized according to the goods they possess (...) a sphere wherein exchanges are symbolic" (Rocha & Pereira, 2009, p. 73). Consumption gains importance when it comes to family and to individuals’ first socialization environments, since it works as the mediator of cultural patterns and influences. Family is the first social institution aimed at assuring the continuity and well-being of its members and of the community. Therefore, family is the social system responsible for transmitting beliefs, ideas and meanings found in different societies (Santos, 2014). Contemporary family and society have undergone several transformations, and it shows that an ideal family configuration no longer exists, given the numerous combinations and possible forms of interaction that, in their turn, give rise to different family types such as traditional nuclear, remarried, single parent, homosexual and DINC (double income and no children) families (Carter & Mcgoldrick, 2005). Thefocus of the present study lies on empty nest couples belonging to the group of traditional families, whose children become adult and independent.

Couples without children - which are part of empty nest configurations and DINC - had significantly increased from 11% to 33% in North America in the twentieth century, between 1900 and 2000 (Fischer, 2010). According to the social indicator report by IBGE (2010), based on the distribution of Brazilian family arrangements, couples with children represent 49.4% of households; families composed of one reference person and the children - "single parent families" - represent 18.6% of them; and couples without children account for 17.7% of this group; which comprises couples who have never had or adopted children, DINCs (double income and no children) and couples whose children have already left home (empty nests) (IBGE, 2010).

Family lifecycle comprises changes in resource distribution, in purchasing power, as well as in members’ needs and desires. These issues reflect their consumption practices and, consequently, their involvement with products. Consumers make different purchasing decisions, depending on involvement level and type, based on the amount of information necessary to make and process such decisions (Miranda, 2008). Involvement with products derives from the perception about the personal relevance of the good or service to consumers. On the other hand, involvement level is determined by the degree of importance perceived by the consumer towards a given object or situation (Fonseca & Rossi, 1998).

Accordingly, the aim of the current study was to understand the influence ofinvolvement with products focused on leisure and gastronomy - books, trips and wines - on the consumption practices of empty nest families belonging to classes A and B, in a large Brazilian state capital. Table 1 lists the the articles indexed in Scielo, Google Academic and Ebsco databases about the relationship between consumption and family lifecyle.

Although these studies address themes related to propositions in the current article, none of them approaches the relationship between involvement with products and its impacts on the consumption practices of empty nest couples. The question to be answered in the current article was made explicit and the pertinence of the study was justified. The next section will present a brief literature review concerning the main categories comprising the herein presented studies, namely: family (lifecycle – empty nest couples), involvement with products and consumption.

2. Theoretical background

The current study highlights concepts related to family and family lifecycle, mainly in empty nest couples; as well as to concepts and scales that measure the involvement with products and the factors influencing consumers’ involvement with them in order to substantiate reflections about the herein presented problem. In addition, the current study highlights the main authors and their respective approaches on consumption based on the perspective of Social Sciences.

2.1 Family

Contemporary families integrate a society whose fragmented, discontinuous and heterogeneous daily life prevents people from thinking about life by having universalities in mind. After all, globalization reinforces the global cosmopolitan invasion by the mass media, mainly by the internet, which turns plurality and diversity into something common to individuals worldwide (Romagnoli, 2006). The first effort in the marketing scope was made in 1954, as part of consumer behavior studies, during the conference entitled "The Lifecycle and Behavior of Consumers" (Murphy & Staples, 1979; Weels & Gubar, 1966).

Thenceforth, several classifications have been developed to analyze family lifecycle; and it is worth highlighting the proposal by Wells and Gubar (1966), which remains current. According to these authors, family lifecycle is segmented into the following groups: young single individuals, newly married with no children, full nest I (the youngest child is under six years old), full nest II (the youngest child is over six years old), full nest III (the head of the household is older than 45 years and has dependent children), empty nest I (the head of the household is older than 45 years, is working and has no dependent children), empty nest II (the head of the household is retired and has no dependent children), lonely and still working, and lonely retiree individuals.

Marketing researchers have segmented family according to its lifecycle in order to understand such cycle in its different phases, since individuals’ behavior (lifestyle, consumption and leisure) is closely associated with the moment they are living (Schaninger & Danko, 1993). The marketing-related literature presents four main lifecycle classifications, two of them concern traditional approaches (Wells & Gubar, 1966) and two of them regard contemporary approaches that follow demographic changes (Murphy & Staples, 1979). Psychology researchers also use this segmentation criterion in their studies about the mental health of individuals and about family lifecycle transitions (Carter & McGoldrich, 2005).

American studies about the last family lifecycle stages (empty nest I and II) have indicated that empty nest I couples are happy with their financial condition, because their children left home and are independent, so they can save more money. Family income is invested in the couple’s interests, in first place; they spend the money with home improvements, luxury items, vacations, trips, cars, second homes (smaller) and with products for their grandchildren. Spouses of empty nest II families are retired and it often leads to income reduction, so their expenditures are health oriented (doctors and medications). However, couples in this population are in good health condition and remain active (Blackwell, Miniard, & Engel, 2005).

Although lifecycle classification remains the same among Brazilian researchers, the way families experience these lifecycle stages differs from family to family. Regardless of the promising scenario about the chances of having a comfortable life, empty nest couples experience different experiences during this period: some couples believe this is a stage of relaxation and fullness, an opportunity to consolidate or expand new roles; whereas others see it as a moment of emptiness, disruption and decadence (Carter & McGolrick, 2005). Thus, the empty nest condition requires changing the roles played by parents who become husband and wife again.

2.2 Envolvement with products

Consumer behavior is a complex field that encompasses multiple knowledge such as Sociology, Psychology, Anthropology, Economics, among others. This field is one of the priority topics in marketing research, whose studies involve several aspects shaping individuals’ behaviors, mainly behaviors linked to decision-making processes, whether they derive from the external environment - culture, social class, among others – or are intrinsic to mankind and to individual differences.

Studies about the variable “consumer involvement” belong to the aforementioned context, since the amount of information required for decision-making processes and for the processing of such information depends on the level and type of involvement individuals have with their consumption practices (Miranda, 2008). Regardless of the definitions conceived over time, the level of involvement resulting from the degree of importance perceived by consumers about a given object or situation is a feature that connects all studies in this field (Rossi & Fonseca, 1998).

According to Celsi and Olson (1988), ‘personal relevance’ concerns individuals’ perception about the association among their needs, goals, values and knowledge about the product (its attributes and benefits). Thus, whenever an especially relevant knowledge is recalled, an emotional state that guides consumers towards certain behaviors is triggered. This association presupposes the understanding about the three factors - personal, physical and situational - affecting consumers’ involvement (Houston & Rothschild, 1977; Zaichkowsky, 1985). The personal factor is related to peculiar interests, values or needs that motivate individuals about a given object. The physical factor refers to objects’ features, which generate differentiation and sharpen consumers’ interest. The situational factor concerns the temporary nature supporting the increased perception about the relevance or interests related to a certain goal. Blackwell, Engel and Miniard (2005) also highlight product-related factors that increase involvement levels depending on the perceived risk of purchasing or using a given product (be it a good or a service). The greater the perceived risk, the higher the likelihood of achieving high involvement. According to Assel (1998), perceived risk is one of the main conditions for situational involvement, since the risk perceived by consumers at the time to decide to purchase and the uncertainty about such decision and the potential consequences of making a wrong decision drives consumers towards greater momentary involvement (Oliveira, 2011). For Sheth et al (2001) situational involvement results from specific situations of purchase and use. In this type of involvement, the various situations may cause changes in the degree of interest of the subjects, these come from two types of stimuli, those related to the object itself, such as performance and price, and those that are derived from the social environment, such as the presence of friends or colleagues at the time (Souza, 2003).

Long lasting involvement denotes the personal relevance of a product or activity. This relevance derives from the meaning consumers give to the product.

Long-lasting involvement intensity generates two types of associations. The first refers to individuals’ previous experience with a given product; in this case, involvement tends to be low at relatively new situations. However, involvement becomes high when individuals have experienced the same situation several times, as it happens with heavy users. The second type refers to the association between individuals’ value system and a given product, since values are abstract and reflect a person's ideal about modes of conduct. These values constitute a system ordered by importance; thus, long-lasting involvement is high whenever a product is related to central values that are relevant to the individual (Arora, 1982).

Based on studies by Bayton (1958), the role played by ‘involvement’ in consumers’ decision-making process has been studied since the late 1950s when, according to qualitative aspects and observations over consumer’s behaviors, evaluations were intuitive. Numerous scales able to measure consumer’s involvement have emerged from the 1950s on. The studies by Hupfer and Gardner (1971) and Lastovicka and Gardner (1979) stand out as pioneer reserach in this field. These scales were one-dimensional and they referred to the importance of a product, message or purchase situation, which are perceived by consumers as the broad and unique feature defining their involvement with the product. The study by Zaichkowsky (1985) stands out for its rigor in using one-dimension measure by validating the Personal Involvement Inventory Scale.

However, Kapferer and Laurent (1985) question the one-dimensional nature of the involvement measurement and suggest that no feature alone is able to account for the complexity of this construct. Based on this scale, Jain and Srinivasan (1990) developed their Involvement Measurement Scale, known as New Involvement Profile (NIP), which comprises fifteen semantic differential items (seven points each) distributed among five factors: relevance, pleasure, symbolic value, risk importance and risk likelihood. Each respondent should fill in one of the seven spaces by indicating whether the evaluated product is closer to one or another extreme point (Fonseca & Rossi, 1998).

Applications of this scale justify the retention of the five factors and prove their multidimensional character. However, they confirm the views of Laurent and Kapferer (1985), who stated that there is no direct correspondence between the scale’s dimensions and the types of involvement proposed by Houston and Rothschild (1977). In this sense, the dimension of importance is associated with relevance - the perception about a personal meaning given to the product; on the other hand, the pleasure dimension is linked to the hedonic value allowed by a product or to the emotional appeal it perceives. Both are equivalent to long–term involvement, rather than to temporary involvement and to the evidence of a consumer relationship with the product under study. The symbolic value dimension can embody a temporary character in products without the aforementioned characteristics; however, it refers to other relevant products. The other two dimensions reflect the perceived risk in certain purchase situations; therefore, they have a temporary character that denotes situational involvement. However, certain products are closely associated with a type of risk that represents a lasting–involvement situation (Laurent & Kapferer, 1985).

The adaptation of the NIP scale to the Brazilian context - which was carried out by Fonseca (1999) - confirms its reflection of interests and values intrinsic to the individual (personal factor). The physical characteristics of a product generates differentiation and interest (physical factor) and situational aspects, as well as temporary factors capable of broadening or narrowing the perception about the relevance of, or interest in, an object (situational factor).

2.3 Consumption

Consumption, in its first marketing references, was studied based on an economic perspective, according to which, individuals make their choices in a rational and objective way -they look for the least monetary expenditure (Gerhard, Sousa, Souza, Carvalho, & Pañaloza, 2015). Thus, consumption has become a central practice in the very core of contemporary society and of the capitalist system itself. However, it was for long understood by Human Sciences and by common sense as a reductionist and negative way of behaving. Fortunately, such concept has been changing due to efforts made by Sociology, Anthropology, Philosophy and Psychology scholars who, along with Management/Marketing researchers, gave new dimensions and interdisciplinary characters to the theme. Based on these ideas, the aim of the current study was to treat consumption based on a non-normative approach by developing a theory about the real role played by product and service suppliers, as well as about the role played by consumers in the attribution of symbolism to such suppliers.

Some studies follow the assumption of Contemporary Anthropology about consumption. It is important highlighting the study by Douglas and Isherwood (2004) - entitled "Mundo dos Bens" (The World of the Goods)- which points out the symbolic and social aspects of consumption and the different motivations deriving from the act of consuming; the study by Campbell (2001), entitled "Ética Romântica e o Espírito do Consumismo" (Romantic Ethics and the Spirit of Consumerism), which emphasizes that the contemporary consumer society is characterized by consumers’ insatiability and by a new form of hedonism that is centered on individuals’ imagination and amplifies their pleasant experiences.

It is also essential mentioning the approach proposed by Bordieu’s (2007) study, which links consumption to the taste domain code. According to him, such link is the way how individuals communicate with society; thus, symbolic goods can be ordered according to the aesthetics criterion. There are goods focused on meeting the basic needs of individuals, as well as more elaborate goods, such as cultural ones. According to Bordieu, good taste is an attribute achieved over time, through family and school education, through the cultivation of habits dear to the upper classes such as reading and going to museums, concerts and other sophisticated spaces. Therefore, he believes that individuals differ from each other mainly due to their cultural capital. One can also consider Featherstone's (1995) approach in his book “Consumer Culture and Postmodernism” in which he characterizes consumer culture in to three groups - the production of consumption, the modes of consumption and the consumption of dreams, images and pleasures - and then associates them with postmodernity. For the author, the world of goods and its structural principles are key to the understanding of contemporary society.

3. Methodology

The current article summarizes a broader study about the lifestyles and consumer practices of family arrangements in a large Brazilian state capital. The aim of the present authors was to investigate different family configurations and to compare them. So far, they have assessed double-income heterosexual couples with no children (DINC) and empty nest couples. The option for these two family arrangements lied on the fact that they experience similar situations regarding the presence of children at home (the first arrangement has no children, whereas children of the second one no longer live at home) and the purchasing power of these couples, because they have more money to invest in consumption.

Method triangulation - which includes a set of efforts to be brought together in one research- , differentsearching methods and information analysis were used to the writing of the current article. Assumptions by Denzin (1989) were followed and they were based on several sources, researchers - two researchers with diverse backgrounds, theories - knowledge of Sociology, Anthropology, Psychology and Marketing, and methodological – and on more than one method. First, we applied two research types to the exploratory qualitative slope through in-depth interviews. Next, the descriptive quantitative slope was defined through questionnaire application.

According to Andrade (2002), the exploratory research provides more information about a subject, helps delimiting the topic, provides subsidies to the subsequent stages or identifies a new approach to the topic. The qualitative perspective in the current study helps understanding the consumption practices of empty nest I (the head of the household is older than 45 years, works, and has no dependent children) and II couples (the head of the household is retired, and has no dependent children) belonging to different economic classes. Seven couples - three empty nest I and four empty nest II couples belonging to different social classes - were interviewed in the first stage (the qualitative one).

The qualitative aspect was used in this stage of the research. According to Silverman (2009), the essence of the qualitative research lies on researchers’ immersion into a set of events. These researchers extract more knowledge and set a relationship with these events, mainly in situations that cannot be directly measured, because the aim of this process is to understand the consumption motivation of empty nest couples (Bauer & Gaskel, 2011).

An in-depth interview was used for data collection. The aim of this technique is to learn about, and to privilege, the diversity of responses; thus, it is a source of content formation and analysis (Duarte & Barros, 2010). In-depth interviews with the nest empty couples were conducted by the authors of the present article at the interviewees’ houses between June and July 2013. The one-on-one interviews lasted approximately one hour and thirty minutes; they were recorded and transcribed to avoid losing information. Couples were chosen by convenience, and the interviews were scheduled by phone. The researchers went to the couples’ houses to conduct the interviews. The interviews followed a semi-structured script that contemplated daily consumer practices, frequency of interviewees visit to supermarkets and shopping centers, the way they make their purchases, the products and brands they prefer; their lifestyle, their opinion about marriage, their relationship with their children and with their family of origin. The full script is attached to 1“web-appendix”.

Content analysis was used to analyze qualitative research data. The collected data were initially read and their semantic categorization was performed based on the themes. This process took place in two stages: first, the inventory (isolation of the element / category); second, interviewees’ comments that have fitted to each category. This information was organized in tables (categories and the respective interviewees’ comments). Subsequently, a new reading of the categories was carried out to generate inferences that were added to this table in order to make data interpretation easier.

After this first step, we made a descriptive research - which pointed out the features of a specific population or phenomenon based on larger and representative samples - that is widely used by the Marketing field (Churchill, 1987; Perin, Sampaio, Froemming, & Luce, 2000). This approach helps investigating the consumption practices of empty nest couples, mainly their involvement with products such as books, wines and trips. The quantitative research is particularly useful to describe relevant groups (Malhotra, 2006) such as empty nest couples, whose consumption practices are variables that can be objectively measured.

With respect to the study unit, 65 empty nest couples presenting the same profile were interviewed in the second stage (the descriptive one), thus totaling 130 people. The snowball technique - according to which individuals fitting the profile proposed in the study are approached and indicate other individuals with similar features - was used to structure the current sample. The number of interviewees in the current study is justified by Hill and Hill (2005), according to whom, the minimum number of cases to enable scale using corresponds to four elements per scale item. As the herein used involvement scale comprised 15 variables, the minimum sample had to be composed of 60 cases. Thus, data could not be generalized, since they did not configure a probabilistic sample; however, they made it possible drawing conclusions about the results (Malhotra, 2006). It is worth highlighting that the 130-case sample resulted in 8% margin of error (upwards and downwards), at 95% confidence interval.

Results concerning respondents’ sex recorded 11% margin of error (upwards and downwards) at 95% confidence interval (Hair et al., 2005). Approximately 90% of the respondents were older than 50 years; individuals with complete primary and secondary education prevailed in 61% of the sample; 19% of the sample had university major and only 9% of it had a post-graduation degree. With respect to economic class, 17% of the sample belonged to class A and 83% of it belonged to class B.

Quantitative research data were collected in January 2014. The interviews were scheduled by phone or e-mail. Researchers assigned to go to the field were trained. Data collection instrument - questionnaire - was tested in order to check whether it was adequate to the target audience. Interviews were conducted in the workplaces and homes of the selected nest empty couples after the data collection instrument was approved. Interviewers listened to each member of the couple, separately, in order to better understand the couple's opinions about their experiences with products associated with culture, leisure/entertainment and gastronomy (books, trips and wines). The completed questionnaires were typed and prepared to be analyzed. The aim of this technique is to learn about, and to privilege, the diversity of responses; thus, it is a source of content formation and analysis (Duarte & Barros, 2010).

Descriptive statistics was used to interpret quantitative research data. The aim of such method is to map and categorize responses given by the empty nest couples based on their involvement with the products (books, wines and trips). The New Involvement Profile (NIP) scale - which was tested and adapted to the Brazilian reality by Fonseca (1999) and presented by Viera (2011) - was herein adopted to accomplish researchers’ goal. This scale comprises fifteen items of semantic differential (seven points each), which are distributed in five factors: relevance, pleasure, symbolic value, risk importance and risk likelihood. Each respondent should fill in one of the seven spaces by indicating whether the evaluated product was closer to one or another extreme point (Fonseca & Rossi, 1998). Some adjectives were inverted in the current study, based on a pre-test conducted with individuals composing the sample.

ANOVA analysis of variance, which is commonly used in the Social Sciences field, was adopted to assess the statistical significance of differences among groups, economic classes and genders, according to Hair et al. (2005) - See annex 2 test "web-appendice". Subsequently, the methods were contrasted in order to find result convergences, as well as to provide a bigger picture of empty nest couples’ consumption practices. According to Denzin (1989), the triangulation process involves the confrontation of methods in order to maximize their validity and to help understanding the complexity of the assessed phenomenon.

4. Result analysis and discussion

A table summarizing the main results in the current study took into consideration the five factors determining the involvement of empty nest couples with books, wine brands and trips, namely: relevance, pleasure, symbolic value, risk importance and risk likelihood.

The categories of the herein investigated products - books, wine brands and trips – were subjected to segmented analysis in order to help understanding the discussion about these data, as well as triangulation, based on information collected in the other stages of the current study.

Involvement with books: the involvement of empty nest couples with this category of product is situational. Product was the most relevant dimension of the NIP scale. This outcome can be explained by the fact that their personal perception about the relevance of a given product was linked to certain moments and situations. Even extremely relevant products were not perceived the same way all the time (Celsi & Olson, 1988). After all, the lifecycle stage of these couples did not require systematic reading; overall, this requirement was often seen in other lifecycle stages of the family, when the couple had younger and/or school-age children. Reading books integrates the socialization process when children are younger, i.e., it is an opportunity for parents to convey values and beliefs to their children, as well as to stimulate their imagination. School-age children need help to do their homework and it requires many parents to review contents related to several knowledge fields such as Portuguese, Mathematics Science, among others.

On the other hand, it is necessary considering that, despite the importance of books in the life of any individual, this product does not integrate the daily life of empty nest couples, since 41% of the respondents who were interviewed in another stage of the current study did not read one book/month, whereas 46% read only one book/month. In addition, books did not have symbolic value to respondents, regardless of sex and economic class (ownership of assets and income), since they did not reflect their values and, consequently, they did not represent them before other groups. Such behavior presented by empty nest couples may be explained by the link between social class and lifestyle suggested by Bordieu (2007), who stated that social class comprises four forms of capital - economic (material goods and income); cultural (education, arts enjoyment, consumption and leisure interests); social (institutionalized network relations of family members and mutual recognition); and symbolic (good reputation). There are gaps in the cultural capital of the current interviewees: 62% of them just studied until high school, 38% of women were housewives, and 23% of men performed functions such as doormen and administrative assistants - which are functions characteristic of people who have elementary or, at most, high school level.

- Although, according to the Brazilian standards, these individuals are currently living a comfortable life, they belong to the baby boomer generation - a group that faced many challenges due to the military dictatorship in force between 1964 and 1979. Some of these individuals were persecuted and had to work in underemployment conditions in order to survive "I was an air traffic controller but I was fired in 1964, I was arrested a few times (…) I was clandestine (...) the Amnesty Law came out in 1979 and I felt relieved". Others had to abandon life projects -

During the 1960s, I was a young student and finding a job was very hard. I wanted to be an Engineer, so I did a college entrance exam and I passed. There was no night course. I applied for a job at Banco do Brasil and ranked 17th, so I went to work in Rio Pardo County. I had to interrupt my studies. I was already married.

Even the most educated individuals faced significant challenges to afford themselves and to provide for their families, especially when they were newlywed or when their first child was born. Another aspect worthy of being highlighted in the speech of this interviewee was the fact that many representatives of the baby boomer generation have tried to build a career in governmental organizations due to employment stability and to the benefits granted to those who make the option for public-service careers. Working at the public service helped building long-lasting careers in a single institution, and it reveals an important feature of the baby boomer generation, i.e., its loyalty to organizations. Such loyalty can be attributed to the logic guiding the corporate environment at that time, when leadership meant control. According to this premise, people from this generation focused on meeting the proposed goals, aligned themselves with the organization mission they were linked to, as well as with valued status and professional growth. These individuals applied their school skills and competences to careers able to provide them better positions and guarantees for the future (Baptista, 2010). The need of gathering efforts to provide for their families and/or to survive may have reduced their interest in reading, except for readings essential to professional performance.

One can also think that the attitude of empty nest couple members concerning books brings to light Brazilians’ lack of interest with the consumption of cultural products. This situation is evident in the research carried out by Jordão and Aluci (2012) on the Panorama of Brazilian Culture. This research reinforced the findings of the present article, as Brazilians at this stage of the life cycle - 55 years or older, with low schooling, and with independent, adult children - are not motivated to consume culture.

Involvement with wine brands: the importance of a product, which is one of the dimensions of the NIP scale, records lower means than other investigated items. Therefore, it was inferred that wine brands do not have much relevance for empty nest couples. Only 16% of the respondents showed differences in the relevance given to a product consumed on a weekly or monthly basis (16% of the respondents) - 77% of the sample only buy it eventually. This behavior denotes situational involvement, whose stimulus results from consumers’ interest in "wine" (Sheth & Mittal, 2001). Since most interviewees consume wine eventually, it is possible thinking that this practice is influenced by the presence of other people, mainly of their children (Souza, 2003). According to the empty nest couples, holding family lunches with their children are opportunities to fraternize, exchange ideas and strengthen family bonds.

On the other hand, this behavior makes sense as wine is considered a luxury product, which is consumed by people with higher incomes in Brazil. Empty nest couples interviewed in the current study were concentrated in middle income extracts - 83% belong to class B. This finding is contrary to what happens in other countries, such as France and Spain, wherein consuming this product is part of the local gastronomy. It completes the meals and is consumed in several social gatherings such as lunches and dinners (Mintel, 2013). In addition, it is necessary taking into consideration the opinions of interviewees who associate wine with luxury - superfluous, ostentation -, a fact that can be seen in the statements made by the two interviewees during the in-depth interviews conducted in the first research stage: "luxury means having expensive and beautiful items although one could actually live without them". "Luxury means spending money unnecessarily". In light of the aforementioned statements, it is possible deducing that luxury items are not a priority to this group; and, to a certain extent, it confirms the non-involvement of these couples with products fitting this profile.

Involvement with trips: the empty nest couples showed situational involvement with trips, since the stimulus to such involvement derives from the social and psychological environment related to the purchase of this product (Sheth & Mittal, 2001). This situation became evident in the first stage of the current study (the qualitative research), when these couples reported their experiences with trips to the coast and to the mountains at the time their children were younger. Now that their children are adults and independent, the couples keep on planning family trips because they constitute an opportunity to resume the conviviality among father, mother and children.

One can also understand the consumption of leisure and entertainment - trips - by empty nest couples through the hedonistic perspective. The consumption of, and experiences with, hedonic products derives from two distinct motivations: psychological and sociological. The "psychological" hedonism is introspective and predominantly based on the satisfaction of biological-pleasure drives. On the other hand, the sociological hedonism is collective and symbolic, as well as based on the meaning given to products and brands (Featherstone, 1995). These couples’ motivation to consume trips can be explained through the psychological hedonism – the search for pleasure in an introspective libido-satisfaction dimension, since such consumption form does not express their identities or distinguish them as a group. According to the interviewees, the consumption of trips is very much linked to the conviviality with their children - in some cases, this consumption form shows that they feel "nostalgic" about their children’s childhood and about the trips they used to make to the coast and/or to the mountains on the weekends. In addition, it is worth taking into consideration that many respondents were retired, a fact that leads to lower income, as well as to the need of allocating investments to more important needs such as health, food and housing. As Belk et al. (1997) pointed out, this is a common manifestation towards products that are difficult for consumers to access due to their high prices or to other forms of barriers such as time availability and family responsibilities. This profile became evident when interviewees were questioned about how often they make international trips: 23.1% have never made an international trip, whereas 61.6% eventually make an international trip. In the light of these statements, it is possible understanding that leisure and entertainment activities - trips - were not among the daily consumption practices of the interviewees.

5. Final considerations

The aims of the current study were to investigate the involvement of empty nest couples living in a large Brazilian metropolis with products focused on culture, leisure/entertainment and gastronomy (books, trips and wines), as well as to investigate the impacts of such involvement on these couples’ consumption practices. These couples did not show high involvement with the investigated products, because they did not perceive them as relevant when the determinants of this phenomenon - the importance of the object or situation - were taken into consideration. The following table summarizes the herein recorded findings to make the understanding of these results easier - the findings were followed by the respective comments.

Couples’ involvement with books was situational. Although they acknowledged the relevance of this product, they did not have the habit of reading. It can be explained by the current life stage they are in – mature individuals at late career stage and/or retired adults. In this case, books were not a tool used to advance in their careers. On the other hand, these couples are part of a generation that did not see reading as a form of leisure, entertainment and culture.

The interviewed couples have also shown situational involvement with trips, since the stimuli to them derived from social environment, mainly from the presence of the kids in short trips to the coast or to the mountains when they were still young children. After their children grew up and became independent, trips were made to join the family in special occasions; they sporadically purchase trips. Trip prices also become a determining factor at this lifecycle, mainly to retired couples, since they face income decrease.

It was also possible seeing the situational involvement of these couples with wine, since most interviewees reported to purchase it every once in a while. In addition, it is essential taking into consideration that wine consumption requires experimentation, which, in its turn, generates knowledge and stimulates taste. After all, there are significant differences between several products found in the Brazilian market; these products overall are linked to a premium-price policy. There is also the cultural issue – Brazilian people do not have the habit of consuming wine during meals; moreover, the tropical or subtropical climate discourages the consumption of this product category.

With respect to the managerial implications of the current study, it is important highlighting the need of Brazilian managers - and of those at the forefront of international organizations interested in this market - to be attentive to the singularity of empty nest couples, because they belong to a group whose importance continuously grows due to the demographic transition the country is going through. Such transition results from the increased adult-mature population composed of individuals over 60 years old. Since this population is an increasingly representative part of the market, it is up to marketing managers to develop products able to meet its interests, as well as to launch brands of value in order to stimulate the involvement and loyalty of empty nest couples.

Among limitations of the current study, it is necessary emphasizing sample size; although it was representative, it did not enable data crossing and generalization. It is necessary conducting further studies in order to investigate the involvement of DINC (double income and no children) heterosexual couples with the same product categories - books, wines and trips - since this family arrangement shows similar income availability and time to consume them.

References

Amirtha, R.; Sivakumar, V. J. (2018).Does family life cycle stage influence e-shopping acceptance by Indian women? An examination using the technology acceptance model. Behaviour & Information Technology, 37(3), 267-294.

Andrade, M. M. D. (2002). Como preparar trabalhos para cursos de pós-graduação: noções práticas. 5. ed. São Paulo: Atlas.

Arora, R. (1982). Validation of an SOR model for situation, enduring, and response components of involvement. Journal of Marketing Research, 505-516.

Bardin, L. (2008). Análise de conteúdo. Edição revista e actualizada. Lisboa: Edição, 70.

Bauer, M. W., & Gaskell, G. (2011). Pesquisa qualitativa com texto, imagem e som: um manual prático. Petrópolis: Vozes.

Bayton, J. A. (1958). Motivation, cognition, learning: Basic factors in consumer behavior. The Journal of Marketing, 22, 282-289.

Belk, R. W., Ger, G., & Askegaard, S. (1997). Consumer desire in three cultures: Results from projective research. NA-Advances in Consumer Research, 24, 24-28.

Blackwell, R. D., & Miniard, P. W., Engel, J. F. (2005). Comportamento do consumidor São Paulo: Thomson.

Bourdieu, P. (2007). A distinção: crítica social do julgamento. São Paulo: Edusp; Porto Alegre, RS: Zouk.

Campbell, C. (2001). A ética romântica e o espírito do capitalismo moderno. Rio de Janeiro: Rocco.

Carter, E. A., & McGoldrick, M. (Eds.). (2005). The expanded family life cycle: Individual, family, and social perspectives. .3 ed. Boston: Person.

Carvalho, A. A., & Alves, J. E. D. (2012). Explorando o consumo das famílias brasileiras e sua interface com o ciclo de vida e gênero. Oikos: Revista Brasileira de Economia Doméstica, 23(1), 6-29.

Celsi, R. L., & Olson, J. C. (1988). The role of involvement in attention and comprehension processes. Journal of consumer research, 15(2), 210-224.

Churchill, G. A., & Iacobucci, D. (1987). Marketing research: methodological foundations. Chicago: The Dryden Press.

Denzin, N. K. (1989). Interpretive interactionism. Newbury Park, CA: Sage.

Dominik, E. C., Silva, N. M. D., Loreto, M. D. D. S. D., & Noronha, J. F. D. (2012). Padrão de consumo familiar em diferentes estágios de ciclo de vida e níveis de renda no município de Bambuí–MG. Oikos: Revista Brasileira de Economia Doméstica, 23(1), 201-225.

Douglas, M., Isherwood, B., & Dentzien, P. (2004). O mundo dos bens: para uma antropologia do consumo. Rio de Janeiro: UFRJ.

Duarte, J. Barros, A. (2012). Métodos e técnicas de pesquisa em comunicação. São Paulo: Atlas. Featherstone, M. Cultura de Consumo e Pós-Modernismo. São Paulo: Studio Nobel, 1995.

Fischer, C. S. (2010). Made in America: A social history of American culture and character. University of Chicago Press.

Fonseca, M. J. (1999). Avaliação da aplicabilidade da escala New Involvement Profile para mensuração do envolvimento do consumidor na cidade de Porto Alegre. Dissertação de Mestrado em Administração, Escola de Administração. Programa de Pós-Graduação em Administração. Universidade Federal do Rio Grande do Sul, Porto Alegre, RS, Brasil.

Fonseca, M. J. & Rossi, C. A. V. (1998). O estudo do envolvimento com o produto em comportamento do consumidor: fundamentos teóricos e proposição de uma escala para aplicação no Brasil. Anais do Encontro Nacional da Associação Nacional de Pós- Graduação e Pesquisa em Administração, Foz do Iguaçu, PR, Brasil, 22.

Gerhard, F., de Paula Sousa, T. M., de Souza, L. L. F., de Carvalho, H. A., & Pañaloza, V. (2015). Consumo na baixa renda: influência dos valores de compra hedônico e utilitário no endividamento/Consumption by low-income people: influence of the pleasurable and the utilitarian purchase values on the indebtedness. RACE-Revista de Administração, Contabilidade e Economia, 14(2), 797-824.

Governo do Estado de São Paulo (2013). Pesquisa sobre a participação dos pais. Recuperado em 21 setembro, 2015, de http://www.educacao.sp.gov.br/noticias/pesquisa-inedita- revela-que-sete-em-cada-10-pais-participam-da-vida-escolar-dos-filhos

Hair Jr., Joseph, F., Anderson, R. E., Tatham, R. L., & Black, W. C. (2005). Análise multivariada de dados.Porto Alegre: Bookman

Herculano, M. (2014). O que leva ao consumo cultural? Cultura e Mercado. Recuperado em 27 abril, 2015, de http://www.culturaemercado.com.br/panoramadacultura/o-que-leva-ao - consumo-cultural.

Hill, M. M., & Hill, A. (2005). Investigação por questionário. 2 ed. Lisboa: Edições Silabo. Houston, M. J., & Rothschild, M. L. (1977). A paradigm for research on consumer involvement. Graduate School of Business, University of Wisconsin-Madison.

Hupfer, N. T.& Gardner, D. M. (1971). Differential involvement with products and issues: An exploratory study. In Proceedings: Association for consumer research. College Park, MD: Association for Consumer Research, 262-269.

IBGE-Instituto Brasileiro de Geografia e Estatística (2010). Síntese de indicadores sociais. Rio de Janeiro: IBGE. Recuperado em 27 abril, 2015, de htttp://www.ibge.gov.br/home/ presidencia/noticias/imprensa/ppts/00000010435610212012563616217748.pdf.

Jordão, G., & Allucci, R. R. (2012). Panorama setorial da cultura brasileira: 2011-2012. Allucci & Associados Comunicações.

Lastovicka, J. L. (1979) Questioning the concept of involvement defined product classes. Advances in Consumer Research, 6, p. 174-179,

Laurent, G., & Kapferer, J. N. (1985). Measuring consumer involvement profiles. Journal of marketing research, 41-53.

Liang, L., Lin, S.L., & Zhang, ZX. (2015). Effect of the family life cycle on the family farm scale in Southern China. Agricultural Economics/Zemedelska Ekonomika, v. 61(9).

Lima, D. N. D. O. (2010). Consumo: uma perspectiva antropológica. Petrópolis: Vozes.

Malhotra, N. K. (2006). Pesquisa de Marketing: uma orientação aplicada. 4. ed. Porto Alegre: Bookman.

Martins, R. C. (2008). Um Estudo de Caso do Consumo de Experiências Hedônicas no Domicílio em Momentos Distintos do Ciclo de Vida Familiar. Dissertação de Mestrado em Administração de Empresas, Escola de Administração de Empresas de São Paulo; Fundação Getúlio Vargas, São Paulo, SP, Brasil.

Mintel (2013). Tendências de Consumo no Mercado de Vinhos. Recuperado em 27 abril, 2015, de http://brasil.mintel.com/blog/noticias-mercado-alimentos-bebidas/tendencias-de-consu mo -no-mercado-do-vinho-no-brasil.

Miranda, H. S. C. (2008). Valores dos jovens consumidores e o envolvimento com produtos de moda e vestuário.Monografia de Graduação Ciências da Comunicação, Universidade Fernando Pessoa, Porto, Portugal.

Mowen, J. C. & Minor, M. S. (2003). Comportamento do consumidor. São Paulo: Prentice- hall.

Murphy, P. E., & Staples, W. A. (1979). A modernized family life cycle. Journal of consumer research, 6(1), 12-22.

Nepomuceno, M. V., & Torres, C. V. (2005). Validação da escala de julgamento e significado do produto. Estudos de Psicologia, 10(3), 421-430.

Neulinger, A. & Radó, M. (2018). The impact of household life‐cycle stages on subjective well‐ being: Considering the effect of household expenditures in Hungary. International Journal of Consumer Studies, 42(1),16-26.

Oliveira, N. R.(2011). Extensões de Marca e Diferentes Comportamentos de Compra: Modelo Econométrico de Avaliação. 2011. Tese Mestrado em Ciências Empresariais, Faculdade de Economia, Área de Especialização em Marketing, Universidade do Porto, Porto, Portugal.

Perin, M. G., Sampaio, C. H., Froemming, L. M. S., & Luce, F. B. (2000). A Pesquisa Survey em Artigos de Marketing nos ENANPADs da Década de 90.Anais do Encontro Nacional da Associação Nacional de PósGraduação e Pesquisa em Administração, Florianópolis, SC, Brasil, 24.

Rocha, E. & Pereira, C. (2009). Juventude e consumo: um estudo sobre a comunicação na cultura contemporânea. Rio de Janeiro: Mauad Editora Ltda.

Romagnoli, R. C. (2006). Análise Institucional da família. Belo Horizonte: PUC Minas.

Santos, P. P. S. D. (2014). Um olhar sobre a família contemporânea. Monografia de Graduação em Psicologia, Universidade Regional do Noroeste do Estado do Rio Grande do Sul, Ijuí, RS, Brasil.

Sheth, J., Newman, B. & Mittal, B. (2001). Comportamento do cliente: indo além do comportamento do consumidor. São Paulo: Atlas.

Souza, A. R. D. (2003). Hábitos de Consumo Alimentar e Envolvimento do Consumidor. um estudo na cidade do Recife-PE. Dissertação de Mestrado em Administração, Departamento de Ciências Administrativas, Universidade Federal de Pernambuco, Recife, PE, Brasil.

Schaninger, C. M., & Danko, W. D. (1993). A conceptual and empirical comparison of alternative household life cycle models. Journal of Consumer Research, 19(4), 580-594.

Silverman, D. (2009). Interpretação de dados qualitativos: métodos para análise de entrevistas, textos e interações. Porto Alegre: Artmed.

Wells, W. D. & Gubar, G. (1966). Life cycle concept in marketing research. Journal of Marketing Research, 355-363.

Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of consumer research, 12(3), 341-352.

Información adicional

How to cite the article:: Silva, I. S. da, Rohde, L. A. (2019). The influence of the involvement with products on consumer practices of empty nest couples. Revista Brasileira de Marketing, 18(3), 127-147.

IR