Meanwhile, in a Liquid-Modern Consumer Society: The Production of Meanings and Decision Making of Consumers

摘要

This article introduces the paths and results of a qualitative research, concerning the production of meanings and decision-making of consumers in a liquid-modern consumer society. We based the study on theoretical assumptions of Criticism Mathematics Education, The Model of Semantic Fields and Economics, which was investigated by means of semi-structured interviews as consumers behave and make decisions when faced with consumption situations. We also observed how they use mathematics in their decisions, enabling in the society that was referred to other paths and reflections on consumption trail. The investigation revealed, among other results presented throughout the article that, independent of the school training consumers tend to use only the four operations for decision-making, in addition to using the parcel value to the interest rates detriment, to make their decisions. Finally, we highlight that the mathematical and financial simulations use can guide decision-making or shopping insight.