As experiências cognitivas nas relações de consumo colaborativo mediadas pelo aplicativo Tem Açúcar

Abstract

This research proposes to investigate how much the cognitive experiences (material, affective and social) imply in other learnings in the relations of collaborative consumption, which gives access to goods without necessarily having the monetary exchange. A contemporary phenomenon that establishes disputes and positions in the means of production, assists both in cognitive and cultural development (HUTCHINS, 2000) and points out different norms and procedures in the interactions between people and communication technologies. Through the data collected through documents analysis, Survey methodology and in-depth interview with the founder of Tem Açúcar, an app of loans and donations between neighbors, the hypothesis of this research is made that there is a change in the relations with the brands of consumer goods borrowed, exchanged or donated, which implies a displacement of the value of the brands of these products, to an affective value, prevailing the emotions (JENKINS, 2014). As main results of this study, in addition to the participation of actors in the process of product exchanges that privilege the personal dimension, other variables of influence emerge in this web of understanding such as, for example, the reputation of the people and the reputation of the brands of the products, as well as the profile of the users of the app in relation to the age groups, lifestyle, level of awareness about the practice of consumption and knowledge and access to information about the collaborative consumption itself. These interactions also present rich experiences cognitively, embracing values and developing competencies that include concern for the construction of ways of existing more connected with culture and the different ways of living in the global environment. It is also seen that the digital network technology potentiates the scale of spreading of a more conscious consumption, approaches strangers and facilitates the construction of cycles of gratitude, being part of the co-creation of affective value attributed to the cognitive experiences of the users of the searched app