Open AccessConsumption among Brazilian Women and the Role of Persuasion: An Analysis of Hedonic/Utilitarian Values in a Materialistic Scenario
Author(s) -
Wagner Júnior Ladeira,
Rafael Mendes Lübeck,
Clécio Falcão Araújo
Publication year - 2013
Publication title -
journal of management and strategy
Language(s) - English
Resource type - Journals
eISSN - 1923-3973
pISSN - 1923-3965
DOI - 10.5430/jms.v4n2p26
Subject(s) - persuasion , materialism , consumption (sociology) , context (archaeology) , value (mathematics) , personality psychology , psychology , social psychology , advertising , sociology , social science , personality , epistemology , philosophy , geography , computer science , business , archaeology , machine learning
Persuasion can be understood as an active effort to change attitudes. Within this context, this paper analyzes the influence of persuasion in the hedonic and utilitarian values within a materialist view of consumption. To this end, an survey was conducted with Brazilian mothers and daughters who frequented shopping centers. The initial results showed that the relationship between materialistic consumption and hedonic/utilitarian attributes may be mediated by persuasion. Soon after, the moderating hypothesis showed that, depending on the generation (mother or daughter) and which personalities exert greater persuasion, the trajectories referred to in the theoretical basis may be differ in direction or value