Study goals
The objective of the research was to establish a link, based on the theoretical review, between the performance of publicity and advertising and the perception of obsolescence, stimulating consumer behavior.
Relevance / originality
The influence of publicity and advertising to stimulate the perception of obsolescence is still little explored in the scientific literature. This is a relevant topic due to the negative impact on the environmental dimension of sustainability.
Methodology / approach
The methodological approach was chosen for the hermeneutic approach and the interpretive method, for placing this work within the field of social sciences, according to the research proposal presented.
Main results
The phenomenon of programmed obsolescence finds support in social and behavioral changes of humanity, which stimulates individual competition, relativization of constituted social relationships, weakening affective and professional bonds, as well as the need for individual legitimation.
Theoretical / methodological contributions
The research work contributes to the academy by advancing the discussion about the influence of advertising and propaganda on the perception of obsolescence.
Social / management contributions
The research highlights the process of construction of the advertising discourse to stimulate the perception of obsolescence, representing a contribution to society. For organizations, research is important, as it emphasizes the need for strategic change.