Submitted by Caroline Xavier (caroline.xavier@pucrs.br) on 2017-06-30T18:21:27Z No. of bitstreams: 1 DIS_RENAN_SAHITY_ARAUJO_OGIWARA_COMPLETO.pdf: 6501355 bytes, checksum: 7c0dd60293ab22c28c4e8f7a5ac71e34 (MD5) / Made available in DSpace on 2017-06-30T18:21:28Z (GMT). No. of bitstreams: 1 DIS_RENAN_SAHITY_ARAUJO_OGIWARA_COMPLETO.pdf: 6501355 bytes, checksum: 7c0dd60293ab22c28c4e8f7a5ac71e34 (MD5) Previous issue date: 2017-03-27 / The theory of basic human values has been demonstrating, through an extensive body of literature it?s universality across different cultures, as well as it?s influence in the most of the motivated human behaviour (ROKEACH, 1973; SCHWARTZ, 1992, 2006). Through replication and expansion of Mansori, Sambasivan e Md-Sidin (2015) modelo used in Malaysia. The present study analysis through structural equations modeling the current structuring and effects of individual values, religiosity and ethnicity on the innate innovativeness and the acceptance of new products and services by the consumer in Brazil. The results confirm most of the theoretically proposed relationships of conflict and cohesion between the individual basic values, innate innovativeness and acceptance of new product and services by the consumer. Just as they demonstrate the mediation of the basic individual values of openness to change and selfenhancement between respondents religiosity and ethnicity. However, the results suggest that in Brazil religiosity and ethnicity are in fact an ?exceptionality? and do not present a negative relation with innate innovativeness and the acceptance of new products and services as traditionally observed. Finally, it is known that the nature os human values is attributed both to individual experiences, to the social context and its practices - e.g. religion and culture (SCHWARTZ; HUISMANS, 1995; STEENKAMP; HOFSTEDE; WEDEL, 1999; VAN HERK; POORTINGA, 2012; BOER; FISCHER, 2013; SORTHEIX; L?NNQVIST, 2014; BARDI et al. 2014; BOER; FISCHER, 2016). In the present study, the distribution of the basic individual values across the national territory is in line with the socio-economic history of the regions and their current social context, demonstrating that human values are also an adaptive resource. The present study reinforces the evidence on the direct and indirect association between human values, religiosity, ethnicity and consumer innovativeness (DAGHFOUS; PONS, 1999; MANSORI; SAMBASIVAN; MD-SIDIN, 2015). Further discussions, limitations and suggestions are addressed at the end of this research. / A teoria dos valores humanos b?sicos veem demonstrando, atrav?s de um extenso corpo de literatura sua universalidade entre as diversas culturas, assim como sua influ?ncia em grande parte dos comportamentos humanos motivados (ROKEACH, 1973; SCHWARTZ, 1992, 2006). Atrav?s da replica??o e expans?o do modelo de Mansori, Sambasivan e Md-Sidin (2015) utilizado na Mal?sia. O presente estudo analisa por meio de modelagem de equa??es estruturais a atual estrutura??o e os efeitos dos valores individuais, religiosidade e etnicidade sobre a inovatividade inata e a aceita??o de novos produtos e servi?os pelo consumidor no Brasil. Os resultados confirmam a maioria das rela??es teoricamente propostas de coes?o e conflito entre os valores individuais b?sicos, a inovatividade inata e a aceita??o de novos produtos e servi?os pelo consumidor. Assim como demonstram a media??o entre os valores individuais b?sicos de abertura ? mudan?a e auto-aprimoramento entre a religiosidade e etnicidade dos respondentes. No entanto, os resultados sugerem que no Brasil a religiosidade e a etnicidade s?o de fato uma ?excepcionalidade? e n?o apresentam uma rela??o negativa com a inovatividade inata e a aceita??o de novos produtos e servi?os conforme ? tradicionalmente observado. Por fim, sabe-se que a natureza dos valores humanos ? atribu?da tanto ? experi?ncias individuais, quanto ao contexto social e suas pr?ticas - p. ex. religi?o e cultura (SCHWARTZ; HUISMANS, 1995; STEENKAMP; HOFSTEDE; WEDEL, 1999; VAN HERK; POORTINGA, 2012; BOER; FISCHER, 2013; SORTHEIX; L?NNQVIST, 2014; BARDI et al. 2014; BOER; FISCHER, 2016). No presente estudo, a distribui??o dos valores individuais b?sicos pelo territ?rio nacional apresenta conson?ncia com o hist?rico s?cio-econ?mico das regi?es e seu contexto social atual, demonstrando que os valores humanos tamb?m constituem um recurso adaptativo. O presente estudo refor?a as evid?ncias sobre a associa??o direta ou indireta entre os valores humanos, religiosidade, etnicidade e inovatividade do consumidor (DAGHFOUS; PONS, 1999; MANSORI; SAMBASIVAN; MD-SIDIN, 2015). Demais discuss?es, limita??es e sugest?es s?o abordados ao final desta pesquisa.