Associações Implícitas e Valor Simbólico de Marca no Ambiente Digital: Uma Análise com o Implicit Association Test
DOI:
https://doi.org/10.5281/zenodo.18091073Palavras-chave:
Processamento Não Consciente, Construção Simbólica de Marca, Ecossistemas Digitais, Teste de Associação Implícita, Gestão de Marcas, Processos Cognitivos do ConsumidorResumo
O estudo insere-se no campo do branding e da cognição do consumidor, abordando a formação do valor simbólico de marca em ambientes digitais saturados de informação. A relevância do tema reside na necessidade de compreender como processos automáticos e conscientes contribuem para a construção da imagem de marca em contextos de alta densidade informacional e competição simbólica. O objetivo consistiu em examinar as associações implícitas entre marcas e atributos avaliativos em ambientes digitais, utilizando o Implicit Association Test (IAT) como método de mensuração, e analisar a relação dessas associações com medidas declarativas de valor percebido da marca. O estudo, de caráter quantitativo e natureza experimental, foi realizado com 180 participantes expostos a conteúdos publicitários padronizados de duas marcas em ambiente digital simulado. As medidas implícitas foram obtidas por meio do Teste de Associação Implícita (IAT) aplicado no software PsyToolkit, enquanto as avaliações declarativas foram coletadas com questionário estruturado em escala Likert. Os dados foram analisados com uso de correlação de Spearman, ANOVA e cálculo do escore D do IAT conforme algoritmo de Greenwald et al. (2003). Os resultados indicaram fortes associações implícitas da Marca B com os atributos confiável (D = 0,58) e inovadora (D = 0,67), acompanhadas de correlações significativas entre medidas implícitas e declarativas (r > 0,65), e evidenciaram a influência do tipo de conteúdo digital na formação dessas associações. A Marca A apresentou associações moderadas e perfil simbólico mais tradicional, com menor capacidade de renovação simbólica em comparação à Marca B. Conclui-se que estratégias comunicacionais integradas, que atuem sobre os níveis consciente e não consciente e adaptem os conteúdos aos formatos e dinâmicas das plataformas digitais, são mais eficazes na construção do valor simbólico em ambientes digitais. O uso do IAT demonstrou potencial como ferramenta complementar no diagnóstico e planejamento de branding, especialmente no monitoramento da integração entre discurso institucional, estética visual e narrativa comunicacional.
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