摘要：When evaluating the symbolic meaning of an object, individuals pay attention to the values expressed by the object, whether these values match the human values most endorsed by them. Authors proposed is that read meat symbolizes hierarchy in cultures that have hierarchical relations. The present study investigated the symbolic meaning of meat in Brazil, by exploring the values endorsed by meat buyers and how these values influence food choice. Brazilian participants completed values, Meaning and Judgment, and Consumption Behavior scales. Results indicated that Brazilian consumers use their vertical values to evaluate the hierarchy and inequality values symbolized by red meat. It is suggested that examination of the extent to which human values have an impact on consumption of food items.
关键词：Significado do produto. Valores humanos. Consumohuman values. Product meaning. Consume.
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