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This study presents the perspective of students, signs and convergences present in the process of choosing a public educational institution as an organization responsible for its formation. Factors and feelings are revealed by the adoption of qualitative method proposed by Gerald Zaltman (2003) in the educational environment. Identifying metaphors, the results show the complexity of the decision-making process of these young consumers.

Convergência e signos no processo seletivo de uma instituição pública educacional