文章基本信息

标题：A Brazilian study on the importance of instrumental and terminal personal values
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作者：Francine Veloni Gervazio ; Janaina de Moura Engracia Giraldi ; re Lucirton Costa 等
期刊名称：African Journal of Business Management
印刷版ISSN：1993-8233
出版年度：2012
卷号：6
期号：12
页码：4622-4634
DOI：10.5897/AJBM11.1157
语种：English
出版社：Academic Journals
摘要：A great part of the efforts in international marketing and market segmentation focus on the comprehension and measurement of personal values in different cultures. This paper aims to verify which dimensions of personal values emerge from a group of Brazilian students, as well as the most important ones for such group. The present study was a descriptive research, using quantitative data analysis procedures. Instrumental and terminal personal values were operationalized using the RVS scale and factor-analyzed. The dimensions found for instrumental values were as follows: civility (which had the highest scores), self-direction, capability, conformity and ambition. In relation to terminal values, the detected dimensions were Stability (which had the highest scores), Self-accomplishment, Security and Hedonism. Marketing professionals and theorists can better understand the structure of Brazilian personal values and its implications for purchasing behaviors, once cultural factors are the latter’s main determinants.
关键词：Personal values; instrumental and terminal values; Rokeach value survey (RVS) scale; Brazil