Consumption among Brazilian Women and the Role of Persuasion: An Analysis of Hedonic/Utilitarian Values in a Materialistic Scenario

Persuasion can be understood as an active effort to change attitudes. Within this context, this paper analyzes the influence of persuasion in the hedonic and utilitarian values within a materialist view of consumption. To this end, an survey was conducted with Brazilian mothers and daughters who frequented shopping centers. The initial results showed that the relationship between materialistic consumption and hedonic/utilitarian attributes may be mediated by persuasion. Soon after, the moderating hypothesis showed that, depending on the generation (mother or daughter) and which personalities exert greater persuasion, the trajectories referred to in the theoretical basis may be differ in direction or value.