International Journal of Humanities and Social Science

ISSN 2220-8488 (Print), 2221-0989 (Online) 10.30845/ijhss

Right Here, Right Now: Brazilian Low-Income Consumers’ Urge to Shop
Maria de Lourdes Bacha, Celso Figueiredo Neto

This article aims to analyze attitudes towards physical vanity concerning appearance, perception of appearance, and achievement vanity from the scale of vanity adapted from Netemeyer, Burton & Lichtenstein (1995) among low-income residents in São Paulo, Brazil. After a brief literature review, the results of an empirical study conducted on with a non-probabilistic sample of 420 individuals selected in neighborhoods of intense pedestrian flow in the city of São Paulo are presented. The results indicate that this population would be more concerned with vanity linked to physical appearance than with vanity resulted from goal achievements. In other words, there is a perception that socioeconomic low-income classes C and D seem to seek the satisfaction of their immediate desires, right here, right now, giving in to the appeals of mass communication.

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