An analysis of conceptual approaches to vicarious behavior and how it manifests itself in consumers

Identifier:  TFM:1852

Handle: https://hdl.handle.net/20.500.11797/TFM1852

Authors:  Espitia Castillo, Valentina

Abstract:
Understanding how people learn and are guided through observation is essential to generating effective marketing strategies in a society constantly influenced by global media and connections. From Bandura's classic learning theory to emotional influences and social networks, this Master final dissertation addresses the phenomenon of vicarious behavior from a conceptual perspective and its manifestation in the context of consumers. The research offers a comprehensive and practical approach by demonstrating how these influences shape consumer attitudes and behaviors in a highly interconnected world, through interviews focused on vicarious consumption, providing direct insight into how consumers experience and respond to vicarious behavior.