Abstract

NEPOMUCENO, Marcelo Vinhal; PORTO, Rafael Barreiros  and  RODRIGUES, Hugo. Theoretical and methodological advances in research on judgment and product meaning in Brazil. Rev. Psicol., Organ. Trab. [online]. 2006, vol.6, n.1, pp. 107-137. ISSN 1984-6657.

The two way model proposed by Allen (2001), referring to the relation between human values, judgment and product meaning, have been tested by several researches in Brazil. The studies in the Brazilian reality have shown the need of adaptation of the model (Nepomuceno and Torres, in press). The objective of this article is to show the findings of national's researches demonstrating the conceptual and methodological advances of the model in Brazil. The Study 1 shows the importance of the human values and product judgment and meaning over the preference of cars, indicating that the first predicts, in a greater way, this preference. The Study 2 presents one scale of Judgment and Meaning of the Mobile Phone for the Adolescents, showing that it has consistent indices of trustworthiness and that the possibility of using the Allen's model for specific products is one promising way for future researches. In these studies the need for adaptation of the model is clear. Practical implications of the findings are also discussed

Keywords : consumer behavior; product judgment and meaning; development of scales.

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