THE INFLUENCE OF CULTURE, BASIC HUMAN VALUES, AND PRODUCT MEANING IN THE CONSUMPTION PREDICTION: SUMMARIZING TWO MULTICULTURAL STUDIES IN AUSTRALIA AND BRAZIL

• Autor(a) principal: Torres, Cláudio V.
• Data de Publicação: 2009
• Outros Autores: Allen, Michael W.
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: RAM. Revista de Administração Mackenzie
• Texto Completo: https://editorarevistas.mackenzie.br/index.php/RAM/article/view/1069
• topic: Consumer behavior; Consumer choice; Human values; Product meaning; Product judgment.

Using a model of consumers’ choice based on cultural meanings of products, judgment-type, and motivation, the present study had the objective of observing which implications cultural differences had on consumer behavior. 793 participants (52% Brazilians; 51% Men; Ages between 17 and 61y, median = 25y; Education 52% High School) responded to a questionnaire, including a Values  Scale, and measures of Meaning and Judgment, Car Attributes, and Consumption Behavior. The main effect of the country on cultural patterns between Brazil and Australia was observed, such that Australians scored higher on individualism than collectivism. Australians preferred a piecemeal judgment and placed more importance on tangible attributes, while Brazilians preferred affective judgment. As predicted, the direct route was stronger for Brazilians than for Australians, indicating that the indirect route is the preferred for this group. Results are discussed in terms of the etic validity of the model for individuals who endorse cultural values other than individualism.