| dc.description.abstract | The growing academic interest in the relationship between Marketing Systems and society, quality of life and sustainability, brings new provocations and reflections on the reasons that lead people to make economic exchanges. In this vein, there is an increasing number of studies that question the absolute rationality of people and the existence of the Homo Economicus and seek a more realistic approach to the factors that lead them to make certain choices. The reason is limited by several factors, and the individual perception of the present and future world has different consequences for the members of a Marketing System, as well as for its formation. Individuals have different scales of value and use different forms of measurement and calculation to plan their goals. However, many people, having difficulty in realizing the real conditions, the temporal changes, and goals for the future, end up not carrying out plans, which ends up compromising, not only themselves, but also subsequent generations. Thus, this research work, carried out in the context of the real estate market in Porto Alegre-RS, sought, with residents of different neighborhoods, data that better illustrate the complexity of decision-making within a Marketing System, with regard to the different perceptions of consumption and social security. The research, carried out through qualitative multimethods and hermeneutic-dialectic interpretation, presents empirical data and brings relationships between different perceptions, and the way they can be perceived in practice, through the formation of the real estate market. | en |
