A influência dos valores e da idade no julgamento e significado de automóveis : um estudo comparativo entre Brasil e Estados Unidos da América

The main purpose of this research was to verify the influence of the age on the Values, Judgment and Meaning in Brazil and the United States of America for automobile evaluation due to the lack of scientific research in cross-cultural studies. To achieve this objective 565 individuals in Brazil and 450 in the United States of America filled a questionnaire containing 3 scales, LOV Scale (List of Values) (KAHLE; KENNEDY, 1988), the Judgment and Meaning Scale (ALLEN, 1997, 2000)and thePortraits Values Questionnaire Revised (PVQ-R)(Schwartz et al. 2012). The results suggests that age is low related with Values, Judgment and Meaning in Brazil and has no relation with the same variables in the United States of America. The Piecemeal Judgment was predominant in the United States of America for automobile evaluation while in Brazil the Affective Judgment was predominant. A model was developed to relate the influence of the Values on the types of judgment and meaning and it was verified that Human Values can predictbetter the type of judgment and meaning than Personal Values. The limitations of the research and the research agenda for it is presented in the last chapter.