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What is the Meaning of an Automobile for the Consumer? How Brazilians and Americans Evaluate Cars, a Comparative Model
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Orientador(es)
Resumo(s)
The objective of this study was to identify the relation between Human
Values and behavior in order to judge automobile purchases in Brazil and
the United States of America. North Americans (N=461) and Brazilians
(N=570) filled out the Portrait Values Questionnaire in its refined version,
PVQ-R (Schwartz et al., 2012), the List of Values (Kahle & Kennedy,
1988) and the Judgment and Meaning Scale (Allen, 2000). Using stepwise
regressions to determine which Human Value relates better with each type
of judgment and attribution of meaning, two structural models were built
comparing the influence of each value in each type of judgment both in
the United States of America and Brazil. The results showed that in both
countries the Human Values have a higher correlation with judgment than
the List of Values and can predict the types of judgment and attribution
of meaning the subjects use to evaluate automobile purchase, however, the
structures are similar but not equal, indicating that cultural influences can
alter how the evaluation is processed.
Descrição
Palavras-chave
Consumer behavior, Human values, Structural equation modeling, Judgment and meaning, Culture.
Contexto Educativo
Citação
Adaid-Castro, B. G., Torres, C. V., & Nascimento, T. G.. (2019). What is the Meaning of an Automobile for the Consumer? How Brazilians and Americans Evaluate Cars, a Comparative Model. BBR. Brazilian Business Review, 16(6), 607–625. https://doi.org/10.15728/bbr.2019.16.6.5