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

Authors

  • Cláudio V. Torres Universidade de Brasília
  • Michael W. Allen Universidade de Sydney

Keywords:

Consumer behavior, Consumer choice, Human values, Product meaning, Product judgment.

Abstract

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.

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Author Biographies

Cláudio V. Torres, Universidade de Brasília

PhD pela California School of Professional Psychology – Estados Unidos. Diretor do Instituto de Psicologia da Universidade de Brasília (UnB).

Michael W. Allen, Universidade de Sydney

PhD pelo Departamento de Psicologia da Universidade Victoria de Wellington – Nova Zelândia. Senior Lecturer of Economics and Business da Universidade de Sydney.

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Published

2009-07-23

Issue

Vol. 10 No. 3 (2009): Special Thematic Editon on Values

Section

Special Thematic Editon on Values

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