Once gotten, not forgotten – revealing hidden emotions

Lidia Oie Jiques
Ipsos APOYO – Opinión y Mercado S.A., Peru


The technological development has spread widely both in access (reaching everyone, everywhere) and in options. The offer is assorted. Talking specifically about the Internet, this mean has many functions (communication, information, etc.) and fulfils different needs. Although there are other services that can perform similar functions, it is clear that lately the Internet is more frequently used, playing a more important role in people's lives. In this context, it is indispensable to understand the domestic dynamics in relation with the use of the Internet (in general) and with the service provider (in particular). It is precisely in that scenario that the deprivation technique is very useful.

The deprivation technique is becoming more and more important when it comes to explore consumers' loyalty. Used initially in experiments in clinical and psychiatric practice (sleep deprivation, sensory deprivation, etc.) and in experimental psychology, the deprivation technique places the consumer in a real lack of a usually consumed product or service situation, during a certain period of time. In our case, the study deprived people from their domestic Internet service during fourteen days.