Valores Humanos e Escolha do Consumidor na Austrália e Brasil
Resumo
O presente estudo teve o objetivo de observar quais implicações as diferenças culturais têm para o comportamento do consumidor. Um total de 793 participantes (brasileiros e australianos) foi exposto à Escala de Valores, Escala de Significado e Julgamento, e medidas de atributos de carros e comportamento de consumo. Observou-se o efeito de país sobre padrões culturais, de modo que australianos apresentaram escores mais altos para individualismo do que para coletivismo. Australianos preferiram um julgamento passo-a-passo e colocaram maior importância em atributos tangíveis, enquanto que brasileiros preferiram um julgamento afetivo. Conforme predito, a rota direta foi mais forte para brasileiros, enquanto que a rota indireta foi a preferida por australianos. Os resultados são discutidos em termos da validade ética do modelo para indivíduos que endossam valores culturais não individualistas.
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Referências
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Allen, M. W. (1997). The direct and indirect influences of human values on consumer choices. Doctoral Dissertation, University of Wellington, New Zealand.
Allen, M. W. (2000). The attribute-mediation and product meaning approaches to the influences of human values on consumer choices. In F. Columbus (Ed.), Advances in psychology research, Vol. 1 (pp. 31”“76). Huntington, NY: Nova Science.
Allen, M. W. (2001). A practical method for uncovering the direct and indirect relationships between human values and consumer purchases. Journal of Consumer Marketing, 18, 102”“120.
Allen, M. W. (2006). A dual-process model of the influence of human values on consumer choice. Revista Psicologia: Organizações e Trabalho, 6, 15”“49.
Allen, M. W., & Ng, S. H. (1999a). The direct and indirect influences of human values on product ownership. Journal of Economic Psychology, 20, 5”“39.
Allen, M. W., & Ng, S. H. (1999b). The psychology of poverty. In P. E. Earl & S. Kemp (Eds.), The Elgar companion to consumer research and economic psychology (pp. 463”“468). Cheltenham, England: Elgar.
Allen, M. W., Ng, S. H., & Wilson, M. (2002). The functional approach to instrumental and terminal values and the value-attitude-behavior system. European Journal of Marketing, 36, 111”“135.
Arnould, E. J., Prince, L., & Zinkhan, G. (2003). Consumers (2nd ed.). New York: McGraw-Hill.
Ashmos, D. P., & McDaniel, R. R. (1996). Understanding the participation of critical task specialists in strategic decision making. Decision Sciences, 27, 103”“113.
Brislin, R. W. (1980). Translation and content analysis of oral and written materials. In H. C. Triandis & J. W. Berry (Eds.), Handbook of cross-cultural psychology, Vol. 4 (pp. 398-444). Boston: Allyn & Bacon.
Brislin, R. W., Lonner, W., & Thorndike, R. M. (1973). Cross-cultural research methods. New York: Wiley.
Campbell, D. J., Bommer, W., & Yeo, E. (1993). Perceptions of appropriate leadership style: Participation versus consultation across two cultures. Asia Pacific Journal of Management, 10, 1”“19.
Dessen, M. A., & Torres, C.V. (2002). Family and socialization factors in Brazil: An overview. In W. J. Lonner, D. L. Dinnel, S. A. Hayes & D. N. Sattler (Eds.), Online readings in psychology and culture, Vol. 13 (pp. 1”“11). Bellingham: Western Washington University, Center for Cross-Cultural Research.
Dittmar, H. (1992). The social psychology of material possessions: To have is to be. New York: St. Martin’s Press.
Ettorre, B. (1998). A business case for today’s Brasil and Argentina. Management Review, 87, 10”“15.
Ferdman, B. M. (1992). The dynamics of ethnic diversity in organizations: Toward integrative models. In K. Kelly (Ed.), Issues, theory and research in industrial/organizational psychology (pp. 339”“384). Amsterdam: North Holland.
Foxall, G. R. (1986). Consumer theory: Some contributions of a behavioral analysis of choice. Management Bibliographies and Reviews, 12, 27”“51.
Foxall, G. R. (1987). Radical behaviorism and consumer research: Theoretical promise and empirical problems. Marketing, 4, 111”“129.
Foxall, G. R. (1990). Consumer psychology in behavioral perspective. New York: Routledge.
Guest, L. (1962). Consumer analysis. Annual Review of Psychology, 13, 315”“344.
Heller, M. (1987). The role of language in the formation of ethnic identity. In J. S. Phinney & M. J. Rotheram (Eds.), Children’s ethnic socialization: Pluralism and development (pp. 180”“200). Newbury Park, CA: Sage.
Hofstede, G. (1980). Culture’s consequences. Beverly Hills, CA: Sage.
Hofstede, G. (1983). The cultural relativity of organizational practices and theories. International Business Studies, 14, 75”“89.
Hofstede, G. (1984). The cultural relativity of the quality of life concept. Academy of Management Review, 9, 389”“398.
Hofstede, G. (1991). Cultures and organizations: Software of the mind. Maidenhead, England: McGraw-Hill.
Kahle, L. R. (1996). Social values and consumer behavior: Research from the list of values. In C. Seligman, J. M. Olson & M. P. Zanna (Eds.), The psychology of values: The Ontario symposium (pp. 135”“151). Mahwah, NJ: Erlbaum.
Kilbourne, W. E. (1991). The impact of the symbolic dimensions of possession on individual potential: A phenomenological perspective. Journal of Social Behavior and Personality, 6, 445”“456.
Kleindorfer, P. R., Kunreuther, H. C., & Schoemaker, P. J. H. (1993). Decision sciences: An integrative perspective. Cambridge: Cambridge University Press.
Kluckhohn, C. (1962). Universal categories of culture. In S. Tax (Ed.), Anthropology today. Chicago: University of Chicago Press.
Levine, R. V., & Norenzayan, A. (1999). The pace of life in 31 countries. Journal of Cross Cultural Psychology, 30, 178-205.
Madrigal, R., & Kahle, L. R. (1994). Predicting vacation activity preferences on the basis of value-system segmentation. Journal of Travel Research, 32, 22”“28.
McGuire, W. G. (1969). The nature of attitudes and attitude change. In G. Lindzey & E. Aronson (Eds.), Handbook of social psychology (2nd ed) (pp. 136”“314). New York: Longman.
Merritt, A. (2000). Culture in the cockpit: Do Hofstede’s dimensions replicate? Journal of Cross-Cultural Psychology, 31, 283”“301.
Miller, D. (1995). Consumption and commodities. Annual Review of Anthropology, 24, 141”“161.
Nogueira, A. H. A. (2001). Cultural patterns and norms for leadership behaviors: A comparative study between social security in Brazil and the U.S. Doctoral Dissertation, University of Brasília, Brasília.
Nogueira, A. H. A., Torres, C. V., Guimarães, T. A., & Lucas, E. C. (2002). Cultural patterns and styles of leadership: A comparative study among Brazilian and American employees [Abstract]. In Society for the Study of Work and Organizational Values (Org.), Proceedings of the 8th Bi-Annual Conference of the International Society for the Study of Work and Organizational Values. Warsaw, Poland: ISSWOV.
Pearson, V. M., & Stephan, W. G. (1998). Preferences for styles of negotiation: A comparison of Brasil and the U.S. International Journal of Intercultural Relations, 22, 67”“83.
Pérez-Nebra, A. R., & Torres, C. V. (in press). Imagem do destino de turistas com relação ao Brasil: uma pesquisa da Psicologia do Consumidor. Turismo, Visão e Ação.
Peter, J. P., & Olson, J. C. (1993). Consumer behavior and marketing strategy. Homewood, IL: Irwin.
Poortinga, Y. H., & Sinha, J. B. (1992). Methodological concerns, choice of groups and instruments. In R. DeRidder & R. C. Tripathi (Eds.), Norm violation and intergroup relations (pp. 38”“50). New York: Oxford University Press.
Porras, J. I., & Robertson, P. J. (1992). Organizational development: Theory, practice and research. In M. D. Dunnette & L. M. Hough (Eds.), Handbook of industrial and organizational psychology, Vol. 3 (2nd ed.) (pp. 719”“822). Palo Alto, CA: Consulting Psychologists Press.
Richins, M. L. (1994). Valuing things: The public and private meanings of possessions. Journal of Consumer Research, 21, 19”“26.
Schwartz, S. H. (1992). Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries. In M. Zanna (Ed.), Advances in experimental social psychology, Vol. 25 (pp. 1”“64). San Diego: Academic Press.
Simonson, I., Carmon, Z., Dhar, R., Drolet, A., & Nowlis, S. M. (2001). Consumer research: In search of identity. Annual Review of Psychology, 52, 249”“275.
Singelis, T. M., Triandis, H. C., Bhawuk, D. P. S., & Gelfand, M. J. (1995). Horizontal and vertical dimensions of individualism and collectivism: A theoretical and measurement refinement. Cross-Cultural Research, 29, 240”“275.
Smith, P. B., & Bond, M. H. (1999). Social psychology: Across cultures (2nd ed.). Boston: Allyn & Bacon.
Smith, P. B., Bond, M. H., & Kagitçibasi, C. (2006). Understanding social psychology across cultures: Living and working in a changing world. London: Sage.
Smith, P. B., Dugan, S., Peterson, M. F., & Leung, K. (1998). Individualism: Collectivism and the handling of disagreement: A 23 country study. International Journal of Intercultural Relations, 22, 351”“367.
Smith, P. B., Peterson, M. F., Akande, D., Callan, V., Cho, N. G., Jesuino, J., D’Amorim, M. A., Koopman, P., Leung, K., Mortazawi, S., Munene, J., Radford, M., Ropo, A., Savage, G., & Viedge, C. (1994). Organizational event management in fourteen countries: A comparison with Hofstede’s dimensions. In A. M. Bouvy, F. van der Vijver, P. Schmitz & P. Boski (Eds.), Journeys into cross-cultural psychology (pp. 364”“373). Amsterdam: Swets & Zeitlinger.
Statt, D. A. (1997). Understanding the consumer: A psychological approach. London: Macmillan.
Torres, C. V. (1999). Leadership style norms among Americans and Brazilians: Assessing differences using Jackson’s return potential model. Doctoral Dissertation, California School of Professional Psychology, San Diego.
Torres, C. V., & Dessen, M. A. (2006). The Brazilian jeitinho: Brazil’s sub-cultures, its diversity of social contexts, and its family structures. In J. Georgas, J. W. Berry, F. J. R. van de Vijver, C. Kagitçibasi & Y. H. Poortinga (Eds.), Families across cultures: A 30-nation psychological study (pp. 259”“267). Cambridge: Cambridge University Press.
Torres, C. V., & Pérez-Nebra, A. R. (2007). The influence of human values on holiday destination choice in Australia and Brazil. Brazilian Administration Review, 4, 63”“76.
Triandis, H. C. (1994). Cross-cultural industrial and organizational psychology. In H. C. Triandis, M. D. Dunnette & L. M. Hough (Eds.), Handbook of industrial and organizational psychology, Vol. 4 (2nd ed.) (pp. 103”“172). Palo Alto, CA: Consulting Psychologists Press.
Triandis, H. C. (1995). Individualism and collectivism. Boulder, CO: Westview Press.
Triandis, H. C., & Gelfand, M. J. (1998). Converging measurement of horizontal and vertical individualism and collectivism. Journal of Personality and Social Psychology, 74, 118”“128.
Triandis, H. C., McCusker, C., & Hui, C. H. (1990). Multimethod probes of individualism and collectivism. Journal of Personality and Social Psychology, 59, 1006”“1020.
Tversky, A., Sattath, S., & Slovic, P. (1998). Contingent weighting in judgment and choice. Psychological Review, 95, 371”“384.
Van Horn, K. R., & Marques, J. C. (1999). Development of interpersonal negotiation strategies in Brazilian adolescents. Interamerican Journal of Psychology, 32, 21-31.
Allen, M. W. (1997). The direct and indirect influences of human values on consumer choices. Doctoral Dissertation, University of Wellington, New Zealand.
Allen, M. W. (2000). The attribute-mediation and product meaning approaches to the influences of human values on consumer choices. In F. Columbus (Ed.), Advances in psychology research, Vol. 1 (pp. 31”“76). Huntington, NY: Nova Science.
Allen, M. W. (2001). A practical method for uncovering the direct and indirect relationships between human values and consumer purchases. Journal of Consumer Marketing, 18, 102”“120.
Allen, M. W. (2006). A dual-process model of the influence of human values on consumer choice. Revista Psicologia: Organizações e Trabalho, 6, 15”“49.
Allen, M. W., & Ng, S. H. (1999a). The direct and indirect influences of human values on product ownership. Journal of Economic Psychology, 20, 5”“39.
Allen, M. W., & Ng, S. H. (1999b). The psychology of poverty. In P. E. Earl & S. Kemp (Eds.), The Elgar companion to consumer research and economic psychology (pp. 463”“468). Cheltenham, England: Elgar.
Allen, M. W., Ng, S. H., & Wilson, M. (2002). The functional approach to instrumental and terminal values and the value-attitude-behavior system. European Journal of Marketing, 36, 111”“135.
Arnould, E. J., Prince, L., & Zinkhan, G. (2003). Consumers (2nd ed.). New York: McGraw-Hill.
Ashmos, D. P., & McDaniel, R. R. (1996). Understanding the participation of critical task specialists in strategic decision making. Decision Sciences, 27, 103”“113.
Brislin, R. W. (1980). Translation and content analysis of oral and written materials. In H. C. Triandis & J. W. Berry (Eds.), Handbook of cross-cultural psychology, Vol. 4 (pp. 398-444). Boston: Allyn & Bacon.
Brislin, R. W., Lonner, W., & Thorndike, R. M. (1973). Cross-cultural research methods. New York: Wiley.
Campbell, D. J., Bommer, W., & Yeo, E. (1993). Perceptions of appropriate leadership style: Participation versus consultation across two cultures. Asia Pacific Journal of Management, 10, 1”“19.
Dessen, M. A., & Torres, C.V. (2002). Family and socialization factors in Brazil: An overview. In W. J. Lonner, D. L. Dinnel, S. A. Hayes & D. N. Sattler (Eds.), Online readings in psychology and culture, Vol. 13 (pp. 1”“11). Bellingham: Western Washington University, Center for Cross-Cultural Research.
Dittmar, H. (1992). The social psychology of material possessions: To have is to be. New York: St. Martin’s Press.
Ettorre, B. (1998). A business case for today’s Brasil and Argentina. Management Review, 87, 10”“15.
Ferdman, B. M. (1992). The dynamics of ethnic diversity in organizations: Toward integrative models. In K. Kelly (Ed.), Issues, theory and research in industrial/organizational psychology (pp. 339”“384). Amsterdam: North Holland.
Foxall, G. R. (1986). Consumer theory: Some contributions of a behavioral analysis of choice. Management Bibliographies and Reviews, 12, 27”“51.
Foxall, G. R. (1987). Radical behaviorism and consumer research: Theoretical promise and empirical problems. Marketing, 4, 111”“129.
Foxall, G. R. (1990). Consumer psychology in behavioral perspective. New York: Routledge.
Guest, L. (1962). Consumer analysis. Annual Review of Psychology, 13, 315”“344.
Heller, M. (1987). The role of language in the formation of ethnic identity. In J. S. Phinney & M. J. Rotheram (Eds.), Children’s ethnic socialization: Pluralism and development (pp. 180”“200). Newbury Park, CA: Sage.
Hofstede, G. (1980). Culture’s consequences. Beverly Hills, CA: Sage.
Hofstede, G. (1983). The cultural relativity of organizational practices and theories. International Business Studies, 14, 75”“89.
Hofstede, G. (1984). The cultural relativity of the quality of life concept. Academy of Management Review, 9, 389”“398.
Hofstede, G. (1991). Cultures and organizations: Software of the mind. Maidenhead, England: McGraw-Hill.
Kahle, L. R. (1996). Social values and consumer behavior: Research from the list of values. In C. Seligman, J. M. Olson & M. P. Zanna (Eds.), The psychology of values: The Ontario symposium (pp. 135”“151). Mahwah, NJ: Erlbaum.
Kilbourne, W. E. (1991). The impact of the symbolic dimensions of possession on individual potential: A phenomenological perspective. Journal of Social Behavior and Personality, 6, 445”“456.
Kleindorfer, P. R., Kunreuther, H. C., & Schoemaker, P. J. H. (1993). Decision sciences: An integrative perspective. Cambridge: Cambridge University Press.
Kluckhohn, C. (1962). Universal categories of culture. In S. Tax (Ed.), Anthropology today. Chicago: University of Chicago Press.
Levine, R. V., & Norenzayan, A. (1999). The pace of life in 31 countries. Journal of Cross Cultural Psychology, 30, 178-205.
Madrigal, R., & Kahle, L. R. (1994). Predicting vacation activity preferences on the basis of value-system segmentation. Journal of Travel Research, 32, 22”“28.
McGuire, W. G. (1969). The nature of attitudes and attitude change. In G. Lindzey & E. Aronson (Eds.), Handbook of social psychology (2nd ed) (pp. 136”“314). New York: Longman.
Merritt, A. (2000). Culture in the cockpit: Do Hofstede’s dimensions replicate? Journal of Cross-Cultural Psychology, 31, 283”“301.
Miller, D. (1995). Consumption and commodities. Annual Review of Anthropology, 24, 141”“161.
Nogueira, A. H. A. (2001). Cultural patterns and norms for leadership behaviors: A comparative study between social security in Brazil and the U.S. Doctoral Dissertation, University of Brasília, Brasília.
Nogueira, A. H. A., Torres, C. V., Guimarães, T. A., & Lucas, E. C. (2002). Cultural patterns and styles of leadership: A comparative study among Brazilian and American employees [Abstract]. In Society for the Study of Work and Organizational Values (Org.), Proceedings of the 8th Bi-Annual Conference of the International Society for the Study of Work and Organizational Values. Warsaw, Poland: ISSWOV.
Pearson, V. M., & Stephan, W. G. (1998). Preferences for styles of negotiation: A comparison of Brasil and the U.S. International Journal of Intercultural Relations, 22, 67”“83.
Pérez-Nebra, A. R., & Torres, C. V. (in press). Imagem do destino de turistas com relação ao Brasil: uma pesquisa da Psicologia do Consumidor. Turismo, Visão e Ação.
Peter, J. P., & Olson, J. C. (1993). Consumer behavior and marketing strategy. Homewood, IL: Irwin.
Poortinga, Y. H., & Sinha, J. B. (1992). Methodological concerns, choice of groups and instruments. In R. DeRidder & R. C. Tripathi (Eds.), Norm violation and intergroup relations (pp. 38”“50). New York: Oxford University Press.
Porras, J. I., & Robertson, P. J. (1992). Organizational development: Theory, practice and research. In M. D. Dunnette & L. M. Hough (Eds.), Handbook of industrial and organizational psychology, Vol. 3 (2nd ed.) (pp. 719”“822). Palo Alto, CA: Consulting Psychologists Press.
Richins, M. L. (1994). Valuing things: The public and private meanings of possessions. Journal of Consumer Research, 21, 19”“26.
Schwartz, S. H. (1992). Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries. In M. Zanna (Ed.), Advances in experimental social psychology, Vol. 25 (pp. 1”“64). San Diego: Academic Press.
Simonson, I., Carmon, Z., Dhar, R., Drolet, A., & Nowlis, S. M. (2001). Consumer research: In search of identity. Annual Review of Psychology, 52, 249”“275.
Singelis, T. M., Triandis, H. C., Bhawuk, D. P. S., & Gelfand, M. J. (1995). Horizontal and vertical dimensions of individualism and collectivism: A theoretical and measurement refinement. Cross-Cultural Research, 29, 240”“275.
Smith, P. B., & Bond, M. H. (1999). Social psychology: Across cultures (2nd ed.). Boston: Allyn & Bacon.
Smith, P. B., Bond, M. H., & Kagitçibasi, C. (2006). Understanding social psychology across cultures: Living and working in a changing world. London: Sage.
Smith, P. B., Dugan, S., Peterson, M. F., & Leung, K. (1998). Individualism: Collectivism and the handling of disagreement: A 23 country study. International Journal of Intercultural Relations, 22, 351”“367.
Smith, P. B., Peterson, M. F., Akande, D., Callan, V., Cho, N. G., Jesuino, J., D’Amorim, M. A., Koopman, P., Leung, K., Mortazawi, S., Munene, J., Radford, M., Ropo, A., Savage, G., & Viedge, C. (1994). Organizational event management in fourteen countries: A comparison with Hofstede’s dimensions. In A. M. Bouvy, F. van der Vijver, P. Schmitz & P. Boski (Eds.), Journeys into cross-cultural psychology (pp. 364”“373). Amsterdam: Swets & Zeitlinger.
Statt, D. A. (1997). Understanding the consumer: A psychological approach. London: Macmillan.
Torres, C. V. (1999). Leadership style norms among Americans and Brazilians: Assessing differences using Jackson’s return potential model. Doctoral Dissertation, California School of Professional Psychology, San Diego.
Torres, C. V., & Dessen, M. A. (2006). The Brazilian jeitinho: Brazil’s sub-cultures, its diversity of social contexts, and its family structures. In J. Georgas, J. W. Berry, F. J. R. van de Vijver, C. Kagitçibasi & Y. H. Poortinga (Eds.), Families across cultures: A 30-nation psychological study (pp. 259”“267). Cambridge: Cambridge University Press.
Torres, C. V., & Pérez-Nebra, A. R. (2007). The influence of human values on holiday destination choice in Australia and Brazil. Brazilian Administration Review, 4, 63”“76.
Triandis, H. C. (1994). Cross-cultural industrial and organizational psychology. In H. C. Triandis, M. D. Dunnette & L. M. Hough (Eds.), Handbook of industrial and organizational psychology, Vol. 4 (2nd ed.) (pp. 103”“172). Palo Alto, CA: Consulting Psychologists Press.
Triandis, H. C. (1995). Individualism and collectivism. Boulder, CO: Westview Press.
Triandis, H. C., & Gelfand, M. J. (1998). Converging measurement of horizontal and vertical individualism and collectivism. Journal of Personality and Social Psychology, 74, 118”“128.
Triandis, H. C., McCusker, C., & Hui, C. H. (1990). Multimethod probes of individualism and collectivism. Journal of Personality and Social Psychology, 59, 1006”“1020.
Tversky, A., Sattath, S., & Slovic, P. (1998). Contingent weighting in judgment and choice. Psychological Review, 95, 371”“384.
Van Horn, K. R., & Marques, J. C. (1999). Development of interpersonal negotiation strategies in Brazilian adolescents. Interamerican Journal of Psychology, 32, 21-31.
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2010-02-09
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Torres, C., & Allen, M. (2010). Valores Humanos e Escolha do Consumidor na Austrália e Brasil. Psicologia: Teoria E Pesquisa, 25(4), 489. Recuperado de https://periodicos.unb.br/index.php/revistaptp/article/view/17406
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