What is it about?
This study’s objective was to evaluate the influence of cultural aspects in the buying decision, going beyond the TRM, and proposing the Con- sumer Cultural Influence Model (CCIM), which analyses the consumer choice based not only on values, but also on the social axioms construct, as proposed by Leung et al. (2002).
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Why is it important?
Few are the efforts in Brazil directed towards the investigation of the relationship between consumers’ behaviors, values, and social beliefs (i.e., axioms), although there is evidence that in the country, consumer values also explain part of the consumption decision process, enhancing the cultural validity of the Two Route Model (TRM).
Perspectives
Results have implications to a more effective marketing positioning, as the survival in the market also depends on subjective aspects, such as those included in the CCIM.
Dr Solange Alfinito
Universidade de Brasilia
Read the Original
This page is a summary of: Modelo de influência cultural no consumo: uma proposta baseada em axiomas sociais, RAM Revista de Administração Mackenzie, October 2012, FapUNIFESP (SciELO),
DOI: 10.1590/s1678-69712012000500002.
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