PIXelated Perspectives: Exploring the Social Representation of a Brazilian Mobile Instant Payment System

Mobile payment systems have the potential to foster financial inclusion in low- and middle-income countries, yet their global adoption remains uneven. In Brazil, the launch of Pix by the Central Bank of Brazil in 2020 significantly altered this landscape, offering a cost-free, instant, and accessible platform for financial transactions. This study explores the social implications of Pix by examining its social representation among different socioeconomic groups in Brazil, focusing particularly on the lowest- and highest-income segments. Grounded in Social Representation Theory and Central Nucleus Theory, the research employed a word evocation technique with a sample of 259 respondents. The study identified key thematic categories such as speed, convenience, and ease of use as central elements of Pix's representation. The findings reveal notable differences between the social groups’ perceptions, highlighting how economic background shapes the collective meaning attributed to financial innovations.