Diogo Hildebrand

In-Group and Out-Group Influences on the Consumption Behavior of Minority Groups: The Case of Gay Men

This article examines how and why members of a stigmatized minority group respond to in-group and out-group influences in their consumption decisions. Specifically, the authors demonstrate through a field survey that gay men are more [less] likely, compared with their straight counterparts, to conform to influences from in-group [out-group] members. Moreover, the authors show that these patterns are driven by differences across these two groups in both their horizontal and vertical collectivism values. In doing so, this article provides evidence of the influence of coping with continual threats to identity (as are faced by stigmatized minorities) on gay mens cultural values and explores these driving role of these values in gay mens susceptibility to influences from in- and out-groups that go beyond those based on majority–minority status.

A criança no varejo de baixa renda

This work deals with a market segment that is so far little studied in Brazil: children up to 14 years old who come from low income families. With this focus and using the theory on this theme, the behavior patterns of this market segment are detected and analyzed within a retail supermarket, as is their influence on this particular environment. This work is supported by the main theoretical works that deal with psychological development and the process of child socialization, as well as by specific texts taken from the area of consumption by children. The empirical part of this research resorted to observation and interview techniques to obtain a greater understanding of the object of the study. This works contribution is that it has generated categories that help with the construction of a holistic view of behavior and of the socialization process of children in a retail environment.

Los niños en el comercio minorista de baja renta

This work deals with a market segment that is so far little studied in Brazil: children up to 14 years old who come from low income families. With this focus and using the theory on this theme, the behavior patterns of this market segment are detected and analyzed within a retail supermarket, as is their influence on this particular environment. This work is supported by the main theoretical works that deal with psychological development and the process of child socialization, as well as by specific texts taken from the area of consumption by children. The empirical part of this research resorted to observation and interview techniques to obtain a greater understanding of the object of the study. This works contribution is that it has generated categories that help with the construction of a holistic view of behavior and of the socialization process of children in a retail environment.

Children in low the income retail market

This work deals with a market segment that is so far little studied in Brazil: children up to 14 years old who come from low income families. With this focus and using the theory on this theme, the behavior patterns of this market segment are detected and analyzed within a retail supermarket, as is their influence on this particular environment. This work is supported by the main theoretical works that deal with psychological development and the process of child socialization, as well as by specific texts taken from the area of consumption by children. The empirical part of this research resorted to observation and interview techniques to obtain a greater understanding of the object of the study. This works contribution is that it has generated categories that help with the construction of a holistic view of behavior and of the socialization process of children in a retail environment.

Globalization According to German and Brazilian Students: A Comparative Study

Globalization is an extremely important phenomenon for understanding the current economic and cultural relations around the world, as well as the new forms of administration available and demanded of executives. Its very international nature, however, implies a diversity of interpretations, influenced by the “mental programming” of national cultures. Individuals subject to the values of their social groups carry with them ways of acting and thinking that are reflected in their strategic actions, a core question in the study of organizational behavior. The present study is based on a questionnaire given to university students at two leading business schools, one in Brazil and the other in Germany. Analysis of the results shows that despite the similar pattern of many responses, there are factors that set the two groups of students apart. The Brazilians tend to perceive a more direct influence of globalization on their daily lives, while a larger number Germans believe in the intrinsic equity of the globalizing process. They also feel that their country has conditions to face a globalized economy, a feeling not shared by the Brazilian students.