The influence of culture, basic human values, and product meaning in the consumption prediction: summarizing two multicultural studies in Australia and Brazil/Influencia da cultura, dos valores humanos e do significado do produto na predicao de consumo: sintese de dois estudos multiculturais na Australia e no Brasil

• Published in: Revista de Administracao Mackenzie 2009, Vol.10 (3), p.127
• Main Authors: Torres, Claudio V, Allen, Michael W
• Format: Report
• Language: Portuguese
• ISSN: 1518-6776

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.