Contenção de consumo e sua influência sobre o bem-estar psicológico do consumidor no contexto das mídias sociais

Abstract

The objective of this research was to verify how consumption restraint influences the psychological well-being of consumers in the context of social media. Consumption restraint includes several motivations that can lead to this practice, whether due to internal aspects, such as values or ideologies, or external reasons, such as low wages that make consumption impossible. The assumption was that social comparison carried out through digital social media can, in situations of consumption restraint, exacerbate negative feelings that influence consumer well-being. To this end, a qualitative approach was conducted, with semi-structured interviews and the application of projective techniques, with photographic elicitation to capture the motivations and subjective impacts of consumption restraint. Twenty-one individuals participated, the first being chosen by convenience and then the snowball technique was adopted. The data were analyzed through content analysis. The results indicated that consumption restraint can generate several psychological consequences, such as feelings of inadequacy and exclusion from some social groups. This tends to be exacerbated in situations involving comparisons with other people who display their lifestyles on social media. The study revealed that some forms of restraint, such as those motivated by ideologies, also influence psychological well-being, especially when adopted voluntarily. Coping strategies were identified to reduce negative feelings and improve well-being, as well as compensatory strategies, such as taking on debt, which assumes a paradoxical aspect, since, in the long term, it can deepen emotional suffering due to the burdens incurred. It is concluded that restraint in consumption has psychological consequences, affecting both individuals in situations of financial vulnerability and those who are not, especially in contexts of social pressure and exposure to social media. The digital environment, with its emphasis on idealized standards, can intensify social comparison and aggravate the emotional impact of restraint. The study contributes by expanding the understanding of consumption as a phenomenon that can have implications for mental health, especially when it is associated with social comparison in the context of social media. This finding broadens the implications for psychological well-being in diverse social contexts, with emphasis on the effects observed outside of digital social media.