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- Title
STATUS CONSUMPTION: DOES IT MATTER FOR BRAZILIAN YOUNG ADULTS?
- Authors
Hahn, Ivanete Schneider; Scherer, Flavia Luciane; Lebioda, Laleska
- Abstract
The changes in consumption behavior of Brazilians are the scope of many studies in the last years. However, some common managerial assumptions, as an example, that Brazilian young adults have a status consumption, lack enough empirical studies to explain or support these generalizations. Therefore, this study was designed to investigate the Brazilian young adults' status consumption behavior. So, we outlined a multimethod research, through a survey with 548 Brazilian young adults and a confirmatory focus group with eight young adults. The results showed that: (1) Brazilian young adults do not recognize themselves as status consumers, even though they are; (2) the consumption-oriented to have status is not related to goods, but to experiences; and, (3) the motivations driving young adults to have status consumption in Brazil are high social recognition function and, consumption driven by a tangible component (quality) and an intangible component (brand).
- Subjects
BRAZIL; YOUNG adults; CONSPICUOUS consumption; HUMAN behavior
- Publication
Revista de Administração FACES Journal, 2019, Vol 18, Issue 2, p102
- ISSN
1517-8900
- Publication type
Article
- DOI
10.21714/1984-6975FACES2019V18N2ART6154