Brazilian Research in Consumer Behavior Based on the Theory of Planned Behavior: a Brief Analytic Review

Despite the importance and influence of the Theory of Planned Behavior (TPB), only in this decade research based on this theory has been carried out in Brazil. In its early stages, this paper is an analytic review of these works, regarded with consumer behavior, providing an overview of applications and results. Although more research is needed to assess basic theoretical assumptions such as the model of expectancy-value, an interesting trend in latest Brazilian studies seems to be the carrying out of cross-cultural surveys to fully appreciate the explanatory power of TPB in comparison to other action theories.



Citation:

Eliane Matos, Ricardo Veiga, Carlos Alberto Goncalves, and Tales Lacerda (2008) ,"Brazilian Research in Consumer Behavior Based on the Theory of Planned Behavior: a Brief Analytic Review", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 233-234.

Authors

Eliane Matos, Brazil
Ricardo Veiga, Brasil
Carlos Alberto Goncalves, Brazil
Tales Lacerda, Brazil



Volume

LA - Latin American Advances in Consumer Research Volume 2 | 2008



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