{"id":7313,"date":"2015-07-04T11:36:17","date_gmt":"2015-07-04T11:36:17","guid":{"rendered":"http:\/\/blogs.funiber.org\/pt\/?p=7313"},"modified":"2015-07-22T11:42:05","modified_gmt":"2015-07-22T11:42:05","slug":"utilizar-as-lembrancas-para-vender-mais","status":"publish","type":"post","link":"https:\/\/www.funiber.blog\/pt\/empresas-e-rh\/2015\/07\/04\/utilizar-as-lembrancas-para-vender-mais","title":{"rendered":"Utilizar as lembran\u00e7as para vender mais"},"content":{"rendered":"<p>A nostalgia vende mais. As empresas que buscam obter um crescimento a longo prazo devem tra\u00e7ar estrat\u00e9gias para gerar experi\u00eancias que, no futuro, possam ser aproveitadas para gerar associa\u00e7\u00f5es afetivas com seus produtos ou servi\u00e7os e, desta maneira, vender mais aos clientes atuais.<!--more--><\/p>\n<p>Pesquisadores da \u00e1rea de comportamento do consumidor identificaram que, \u00e0 medida que os anos passam, costumamos fixar com maior for\u00e7a nossas lembran\u00e7as de inf\u00e2ncia e \u201ccolori-las\u201d com um tom mais agrad\u00e1vel. Este \u00e9 um fen\u00f4meno conhecido como \u201creminiscence bump\u201d, no qual os idosos obt\u00eam uma percep\u00e7\u00e3o mais clara das lembran\u00e7as da inf\u00e2ncia e da primeira juventude, enquanto, ao mesmo tempo, suas lembran\u00e7as de inf\u00e2ncia s\u00e3o percebidas de maneira mais positiva e emocional. Esta tend\u00eancia causa nas pessoas a sensa\u00e7\u00e3o de que seus primeiros anos foram mais felizes e os produtos consumidos nesta \u00e9poca eram de melhor qualidade.<\/p>\n<p>Estudos publicados no <a href=\"http:\/\/www.ejcr.org\/\">Journal of Consumer Research<\/a>\u00a0indicam que os compradores costumam ter menos controle do dinheiro quando a compra est\u00e1 associada a uma emo\u00e7\u00e3o de nostalgia, e demonstrou-se que a nostalgia tem um efeito direto nas vendas.<\/p>\n<p>Mas criar uma situa\u00e7\u00e3o que recorra \u00e0 nostalgia n\u00e3o \u00e9 simples, \u00e9 necess\u00e1rio envolver o consumidor com a experi\u00eancia de compra e criar uma lembran\u00e7a prazerosa. A marca deve gerar uma lembran\u00e7a que, com o passar dos anos, seja guardada como uma experi\u00eancia relevante, que valeria a pena repetir apesar do custo. Para gerar a lembran\u00e7a positiva, a marca deve falar a linguagem do consumidor, a partir de um contexto de experi\u00eancia satisfat\u00f3rio.<\/p>\n<p>Os profissionais que se formam nas <a href=\"http:\/\/www.funiber.org\/areas-de-conocimiento\/organizacion-empresarial-desarrollo-directivo-rrhh\/\"><strong>especializa\u00e7\u00f5es e nos mestrados<\/strong><\/a> da <a href=\"http:\/\/www.funiber.org.br\/\" target=\"_blank\"><strong>FUNIBER<\/strong> <\/a>recebem conhecimentos para aumentar o n\u00edvel de vendas de suas empresas<\/p>\n<p>Fonte:<\/p>\n<p><a href=\"http:\/\/www.puromarketing.com\/index.php?cat=13&amp;id=25043\">http:\/\/www.puromarketing.com\/index.php?cat=13&amp;id=25043<\/a><\/p>\n<p>Foto Creative Commons:<br \/>\n<a href=\"https:\/\/www.flickr.com\/photos\/aigle_dore\/15571350437\/sizes\/m\/\">https:\/\/www.flickr.com\/photos\/aigle_dore\/15571350437\/sizes\/m\/<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A nostalgia vende mais. As empresas que buscam obter um crescimento a longo prazo devem tra\u00e7ar estrat\u00e9gias para gerar experi\u00eancias que, no futuro, possam ser aproveitadas para gerar associa\u00e7\u00f5es afetivas com seus produtos ou servi\u00e7os e, desta maneira, vender mais aos clientes atuais.<\/p>\n","protected":false},"author":10,"featured_media":7314,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_newsletter_tier_id":0,"footnotes":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false}}},"categories":[8],"tags":[],"jetpack_publicize_connections":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Utilizar as lembran\u00e7as para vender mais - 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