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Are Men More Rational than Women when Purchasing Cars?: A Comparison of Cultural Influences on Product Judgment in Brazil and the United States of America
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Orientador(es)
Resumo(s)
The main goal of the study was to identify and to compare the type of judgment used in Brazil
and in the United States of America relative to the purchase of automobiles and the relevance
of Human Values in the evaluation used. Brazilians (N=542) and North Americans (N=449)
filled out the List of Values (LOV) (KAHLE; KENNEDY, 1988) and the Judgment and
Meaning Scale (ALLEN, 1997, 2000). The results suggested that in Brazil the judgment for
purchasing a car is predominantly affective, while in the United States it is predominantly
piecemeal. In both countries women scored higher in piecemeal judgment for car purchase.
The values of “Excitement” and “being well respected” are related to affective judgment in
both countries while “Personal Achievement” is related to piecemeal judgment in Brazil and
the United States. This research contributes to the advancement of studies in Consumer
Behavior by analyzing the role of human values in the type of judgment and meaning men
and women use to buy cars in Brazil and the US. Furthermore, as practical implications, the
results may help company managers in the automobile industry in their decision-making
processes in order to better understand how to meet client’s specific needs in order to develop
a long-term and profitable relationship.
Descrição
Palavras-chave
Human values. Judgment and meaning. Consumer behavior. Cross-cultural. Gender.
Contexto Educativo
Citação
Castro, B. G. A., Torres, C. V., Nascimento, T. G., & Demo, G. (2015). Are Men More Rational than Women when Purchasing Cars? A Comparison of Cultural Influences on Product Judgment in Brazil and the United States of America. Brazilian Business Review, 12(6), 72–99. https://doi.org/10.15728/bbr.2015.12.6.4