Consumption of luxury goods in Brazil: purchasing motives and values of Brazilian consumers and implications for marketing

Aiming at success in the currently challenging Brazilian market, luxury firms must consider a number of factors. Not only the adaptation to certain economic and political conditions but also the understanding of Brazilian luxury consumers’ characteristics as well as their value perceptions towards luxury are crucial in order to create an effective marketing strategy. This study investigated the value perceptions and purchasing motives of 428 Brazilian consumers. Brazilians purchase luxury goods in order to conspicuously put them on show to certain social reference group or to the general public. Thus, they display their wealth, income and social status. Social groups therefore play a distinct role in the purchasing decision process. Moreover, Brazilians are found to be hedonic consumers, seeking pleasurable moments and the reduction of stress when consuming luxury products. In addition to that, they use luxurious products to express their own personality. Brazilians hence place a much higher importance on self-expressive, emotional product benefits rather than on rational, functional product benefits. Marketers of luxury goods are advised to make use of this knowledge in order to adequately address consumers’ needs, wants and beliefs. The study focuses on consumers living in Rio de Janeiro and does not take into account different value perceptions on different luxury product categories. Therefore, suggestions for further research include replicating the study in different Brazilian regions and probing for differences among product categories.

Preferences, common knowledge and speculative trade

We study the proposition that if it is common knowledge that en allocation of assets is ex-ante pareto efficient, there is no further trade generated by new information. The key to this result is that the information partitions and other characteristics of the agents must be common knowledge and that contracts, or asset markets, must be complete. It does not depend on learning, on 'lemons' problems, nor on agreement regarding beliefs and the interpretation of information. The only requirement on preferences is state-additivity; in particular, traders need not be risk-averse. We also prove the converse result that "no-trade results" imply that traders' preferences can be represented by state-additive utility functions. We analyze why examples of other widely studied preferences (e.g., Schmeidler (1989)) allow "speculative" trade.

A comment on "Rational learning lead to nash equilibrium" by professors Ehud Kalai and Ehud Lehrer

Kalai and Lebrer (93a, b) have recently show that for the case of infinitely repeated games, a coordination assumption on beliefs and optimal strategies ensures convergence to Nash equilibrium. In this paper, we show that for the case of repeated games with long (but finite) horizon, their condition does not imply approximate Nash equilibrium play. Recently Kalai and Lehrer (93a, b) proved that a coordination assumption on beliefs and optimal strategies, ensures that pIayers of an infinitely repeated game eventually pIay 'E-close" to an E-Nash equilibrium. Their coordination assumption requires that if players believes that certain set of outcomes have positive probability then it must be the case that this set of outcomes have, in fact, positive probability. This coordination assumption is called absolute continuity. For the case of finitely repeated games, the absolute continuity assumption is a quite innocuous assumption that just ensures that pIayers' can revise their priors by Bayes' Law. However, for the case of infinitely repeated games, the absolute continuity assumption is a stronger requirement because it also refers to events that can never be observed in finite time.

Estilo Gerencial no IRD/CNEN: Possibilidades de Contribuição para a Implantação e Implementação do NBR ISO 9000

This study investigates in the National Commission of Nuclear Energy the Institute of Radiation Protection and Dosimetry in terms of perceptions, actions, and posture of the administrative agents which could facilitate the engagement of the employees of that public organization in the TQM implantation, based on NBR ISO 9000. The central question of this research is: which characteristics of the administrative actions and sense of the managerial posture manifested in the implantation, implementation and maintenance for the achievement of objectives and goals of the Quality System-ISO 9000, could contribute to engage the IRD professionals in the process? The research finds prevalence of the Quality technical knowledge over the attention on professionals' managerial posture, identifies a lack in that Norm about how to deal with its administrative requirements in practical terms, driving the researcher to look for support especially in Deming to face the critical reading of that organizational context. The field research was conceived under the paradigm of constructivism, facilitating the description of beliefs, perceptions, feelings and values manifested in the employees discourses, actions and re-actions to establish relations between Quality theory and that concrete reality. A phenomenologic approach, only as a complementary level, was sufficient to favor the researcher insertion in that institution where he is still working, but in the new and contingent role of researcher. To apprehend the organization managerial stile, to comprehend beyond its characteristics and to grasp the orientation of the managerial posture in terms of possibilities for Quality implementation were the core of this study. The TQM theory was interpreted as a living philosophy, an administrative posture the meaning of which is a permanent Quality improvement in the CNEN/IRD management processes in its internal and external organizational relations. The procedural nature of the CNEN/IRD public service legal regime, political implications and performance evaluation which reveals only partially the organizational reality should not obstruct the Institute drive to assume the spirit of serving the public as a Quality management philosophic commitment. Conclusions show some progress reorienting initiatives in organizational management taking place in three different levels: operational, toward the employees' expectations of values and organizational processes integration; HR administration, in search of better communication; strategic, through expectations on a possible visionary leadership". Finally, at the academic level, the perception that future studies in search of the establishment of relationships between TQM and the organization culture can favor new progress."

"Escala de ambiguidade"

O objetivo deste trabalho foi a construção de um instrumento para medir o nível de ambiguidade expresso pelos indivíduos em situações simples do cotidiano. Definiu-se como nível de ambiguidade, a capacidade do indivíduo para criar ambiguidade diante de determinadas situações sociais. Este trabalho vem como consequência da tese de doutorado "Anomia e Desorganização: estudo psicológico em contexto brasileiro", elaborada em 1981 e cujos resultados, confrontados com a realidade cotidiana, fizeram ressaltar o modelo ambíguo característico de nossa sociedade, que se afigura sob a forma de variadas contradições nas atitudes dos indivíduos. A ambiguidade parece ser encontrada no sistema como resultante da interpretação que o indivíduo dá a padrões, leis, normas e valores ambíguos ou ainda como consequência da própria violação ou desinformação a respeito das regras, das constantes reformulações, da desconfiança, da adaptação social de um modo geral. O enfoque teórico se baseou fundamentalmente em teorias antropológicas e sociais que propõem a realidade como algo construído pelo indivíduo e onde apareceria o comportamento ambíguo como resultante da interrelação entre o indivíduo e o meio social no qual ele se desenvolve. Para a fundamentação da escala foram isolados dois fatores a saber: (1) a ambiguidade como fator social e (2) a ambiguidade como fator psicológico.

Economic recovery from the Argentine great depression : institutions, expectations, and the change of macroeconomic regime

This work explores how Argentina overcame the Great Depression and asks whether active macroeconomic interventions made any contribution to the recovery. In particular, we study Argentine macroeconomic policy as it deviated from gold-standard orthodoxy after the final suspension of convertibility in 1929. As elsewhere, fiscal policy in Argentina was conservative, and had little power to smooth output. Monetary policy became heterodox after 1929. The first and most important stage of institutional change took place with the switch from a metallic monetary regime to a fiduciary regime in 1931; the Caja de Conversión (Conversion Office, a currency board) began rediscounting as a means to sterilize gold outflows and avoid deflationary pressures, thus breaking from orthodox "mIes of the game." However, the actual injections of liquidity were small' and were not enough to fully offset the incipient monetary contractions: the "Keynes" effect was weak or negative. Rather, recovery derived from changes in beliefs and expectations surrounding the shift in the monetary and exchange-rate regime,and the delinking of gold flows and the money base. Agents perceivod a new regime, as shown by the path of consumption, investment, and estimated ex ante real interest rates: the "Mundell" effect was dominant. Notably, this change of regime predated a later, and supposedly more significant, stage of institutional reform, namely the creation of the central bank in 1935. Still, the extent of intervention was weak, and insufficient to fully offset externaI shocks to prices and money. Argentine macropolicy was heterodox in terms of the change of regime, but still conservative in terms of the tentative scope of the measures taken .