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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

Author

Listed:
  • Breno Giovanni Adaid Castro

    (IESB Universitary Center)

  • Claudio Vaz Torres

    (University of Brasília - UnB)

  • Thiago Gomes Nascimento

    (Higher Institute of Police Sciences - ISCP / IESB Universitary Center)

  • Gisela Demo

    (University of Brasília - UnB)

Abstract

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.

Suggested Citation

  • Breno Giovanni Adaid Castro & Claudio Vaz Torres & Thiago Gomes Nascimento & Gisela Demo, 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, Fucape Business School, vol. 12(6), pages 72-99, November.
    • Handle: RePEc:bbz:fcpbbr:v:12:y:2015:i:6:p72-99
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    References listed on IDEAS

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    1. Solange Alfinito & Manoel Brod Siqueira & Claudio V. Torres, 2016. "The student’s choice based on consumer psychology: an analysis applied to higher education institutions of Brazil," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 13(2), pages 185-201, July.

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