Ladeira, Wagner Junior; Lubeck, Rafael Mendes; Araujo, … - In: Journal of Management and Strategy 4 (2013) 2, pp. 26-33
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...