O impacto do marketing emocional no consumidor: uma análise qualitativa das campanhas do boticário sob a ótica S-O-R

Abstract

This study analyzed how narrative and audiovisual stimuli present in O Boticário’s advertising campaigns are processed by consumers and related to emotions, memories, trust, identification, purchase intention, and attitudinal loyalty, based on the Stimulus-Organism-Response (S-O-R) framework. The research adopted a qualitative, exploratory, and descriptive approach, using video elicitation and semi-structured interviews with 14 consumers of the brand. The data were examined through content analysis. The findings showed that music, facial expressions, gestures of care, and storytelling acted as stimuli capable of evoking affective and sensory associations. Within the organism dimension, autobiographical memories, emotions, perceived authenticity, trust, and brand identification emerged as the main internal states. These responses were associated with declared purchase intention, preference, and attitudinal loyalty. The study concludes that the effects of the campaigns occur through cognitive and emotional mediation, 4 reinforcing the applicability of the S-O-R framework to understanding brand experience in the cosmetics industry and contemporary consumption contexts.