Consumer Cultural Influence Model: A Proposal Based On Social Axioms

Authors

  • Solange Alfinito Universidade de Brasilia
  • Claudio V. Torres Universidade de Brasilia

Keywords:

axiomas sociais, valores humanos, escolha do consumidor, atributos, modelo de influência cultural do consumo

Abstract

Few are the efforts in Brazil directed towards the investigation of the relationship between consumers’ behaviors, values, and social beliefs (i.e., axioms), although there is evidence that in the country, consumer values also explain part of the consumption decision process, enhancing the cultural validity of the Two Route Model (TRM). This study’s objective was to evaluate the influence of cultural aspects in the buying decision, going beyond the TRM, and proposing the Consumer Cultural Influence Model (CCIM), which analyses the consumer choice based not only on values, but also on the social axioms construct, as proposed by Leung et al. (2002). To test the CCIM, the Brazilian higher education market was chose as study object. Participated in the study 2,483 students from the entire country, with an average age of 22.6 years old (SD=6.9) and 59.2% of them female. They completed an importance of tangible attributes measure, the Schwartz Values Scale (SCHWARTZ, 1994), the Social Axioms Scale, the Services Meaning and Judgment Scale, and demographics questions. After checking whether the assumptions were met, and Factor Analyses procedures, binary logistic regressions, among direct and sequential, were accomplished using only values, only axioms, and finally, values and axioms as criteria variables. In general, results show the stability of the CCIM, its superiority towards the TRM, with an increase in prediction of up to 89.5%. Whilst values are transituational and prescriptive, axioms are descriptive, accomplishing instrumental functions of attitudes related to objects description. Cognitively, the description of a social object is more available to the person than its prediction, due to the proximity of the attributes to the object, allowing a better explanation of the consumer behavior. Results have implications to a more effective marketing positioning, as the survival in the market also depends on subjective aspects, such as those included in the CCIM.

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Author Biographies

Solange Alfinito, Universidade de Brasilia

Doutora em Psicologia Organizacional, do Trabalho e das Organizações pelo Departamento de Psicologia Social e do Trabalho do Instituto de Psicologia da Universidade de Brasília/UnB (2009) e Mestre em Economia de Empresas pela Universidade Católica de Brasília (2002). É professora no Departamento de Administração da Faculdade de Administração, Contabilidade e Economia - FACE da UnB desde 2009, onde também atua como professora do Programa de Pós-Graduação em Administração. Seus maiores interesses de pesquisa se relacionam à comportamento do consumidor, psicologia transcultural e julgamento e significado. Tem ministrado cursos e disciplinas em comportamento do consumidor, estatística aplicada à administração, metodologia de pesquisa aplicada à administração, dentre outros. É membro do grupo de estudo e pesquisa em comportamento do consumidor da Universidade de Brasília – Consuma/UnB e da International Association for Cross-cultural Psychology. Atua como docente desde 2001 e entre 1995 e 2004, atuou nas áreas de administração financeira, planejamento e avaliação institucional, exercendo cargos de gerência e direção em empresas de médio e grande portes.

Claudio V. Torres, Universidade de Brasilia

Obteve seu Ph.D. em Psicologia pela California School of Professional Psychology (1999) em San Diego – California (EUA), com Pós-doutorados em Marketing pela Griffith University, Austrália (2004) e em Pesquisa e Psicologia Transcultural pela University of Sussex, Inglaterra (2009). É professor do Departamento de Psicologia Social e do Trabalho do Instituto de Psicologia na Universidade de Brasília desde 1992, onde também atua como Coordenador do Programa de Pós-Graduação em Psicologia Social, do Trabalho e das Organizações. Seus maiores interesses de pesquisa se relacionam à Pesquisa Transcultural, Comportamento do Consumidor e Diversidade nas Organizações. Outros interesses incluem multiculturalismo e processos autóctones de influência informal. Tem ministrado cursos e disciplinas em Comportamento do Consumidor, Psicologia Social Avançada, Pesquisa Intercultural, Diversidade nas Organizações, dentre outros. Desenvolve consultorias nas áreas de Comportamento do Consumidor, Pesquisa Transcultural aplicada às Organizações e Diversidade e Inclusão nas Organizações. É um dos fundadores do grupo de estudo e pesquisa em comportamento de consumo da Universidade de Brasília – Consuma/UnB. É membro e contribui ativamente com a International Association for Cross-cultural Psychology, International Academy for Intercultural Research, The American Psychological Association (Divisão 52) e da Sociedade Interamericana de Psicologia.

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Published

2012-04-18

Issue

Vol. 13 No. 5 (2012)

Section

Human and Social Management

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