Minimalist Aesthetics: conveying an image through clothing style

Érica Maria Calíope Sobreira; Danielle Mantovani

doi:10.5965/1982615x17422024e0008

Autores/as

Érica Maria Calíope Sobreira Federal University of Paraná https://orcid.org/0000-0002-7162-4676
Danielle Mantovani Federal University of Paraná https://orcid.org/0000-0001-7456-304X

DOI:

https://doi.org/10.5965/1982615x17422024e0008

Palabras clave:

Minimalismo, Estética minimalista, Consumo de moda

Resumen

El minimalismo es un tema en auge en la literatura de consumo, especialmente cuando se trata de moda y estética minimalista. A pesar de esto, existen pocos estudios dedicados a discutir qué reacciones puede producir la estética minimalista sobre las percepciones de los demás sobre los minimalistas como individuos. Con este ensayo, llenamos este vacío discutiendo qué imagen transmite la estética minimalista sobre las personas que adoptan un estilo de ropa minimalista. Discutimos, por tanto, cómo los minimalistas pueden ser percibidos como personas más competentes y menos cálidas a los ojos de los demás, además de ser capaces de transmitir una imagen de racionalidad en la toma de decisiones más que de sentimientos. Finalmente, este ensayo abre la posibilidad de una amplia gama de estudios futuros sobre el minimalismo en el consumo.

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Biografía del autor/a

Érica Maria Calíope Sobreira, Federal University of Paraná

Érica Maria Calíope Sobreira, Doutoranda em Administração pela Universidade Federal do Paraná (UFPR). Mestra em Administração e Controladoria pela Universidade Federal do Ceará (UFC). Integrante do Grupo de Pesquisa em Comportamento do Consumidor (GEPECCO) e Laboratório de Estratégias para Sociedade Sustentável (LESS). Possui interesse em pesquisas na área de Administração, com ênfase em Marketing e Sustentabilidade: Comportamento do Consumidor, Consumo Sustentável, Consumo de Moda e Movimento Slow. Publicou artigo em journal de alto impacto como o Journal of Fashion Marketing and Management.

Danielle Mantovani, Federal University of Paraná

Danielle Mantovani, Professora do Programa de Pós-Graduação em Administração da Universidade Federal do Paraná (UFPR). Doutora em Administração pela Universidade Federal do Paraná (UFPR), Curitiba (PR), Brasil. Foi líder do Tema Comportamento do Consumidor, na divisão de Marketing da ANPAD (2018-2020). Tem experiência como docente e pesquisadora em projetos relacionados ao Comportamento do Consumidor. Interesses de pesquisa: Consumer Decision Making, Pro-social Behavior; Green Consumption. Publicou artigos em journals de alto impacto, tais como: Marketing Intelligence & Planning, Journal Of Business Research, Journal Of Retailing And Consumer Services, Journal Of Behavioral Decision Making.

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