Human values and attitudes toward bank services in Brazil

Marcelo Vinhal Nepomuceno; Juliana Barreiros Porto

doi:10.1108/02652321011036459

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International Journal of Bank Marketing

ISSN: 0265-2323

Online from: 1983

Subject Area: Marketing

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Human values and attitudes toward bank services in Brazil

Document Information:
Title:	Human values and attitudes toward bank services in Brazil
Author(s):	Marcelo Vinhal Nepomuceno, (John Molson School of Business, Concordia University, Montreal, Canada), Juliana Barreiros Porto, (Psychology Department, Catholic University of Brasilia, Brasilia, Brazil)
Citation:	Marcelo Vinhal Nepomuceno, Juliana Barreiros Porto, (2010) "Human values and attitudes toward bank services in Brazil", International Journal of Bank Marketing, Vol. 28 Iss: 3, pp.168 - 192
Keywords:	Attitudes, Banks, Brazil, Consumer behaviour, Financial services
Article type:	Research paper
DOI:	10.1108/02652321011036459 (Permanent URL)
Publisher:	Emerald Group Publishing Limited
Acknowledgements:	The authors would like to posthumously thank Dr Alvaro Tamayo, who supervised this research. The authors also wish to acknowledge the assistance of the employees who allowed and supported the data collection. Finally, the authors would like to thank Shimi Naurin Ahmad and Jamshid Etezadi for the support on the data analysis.
Abstract:	Purpose – The relationship between personal values and behaviour has been widely studied, and previous studies have demonstrated the mediating role of attitudes. The purpose of the study is to test the “values-attitude” relation in banking services (car insurance, life insurance, home insurance and retirement plan) on a Brazilian sample and demonstrate the role of negative incidents with services on the relation between sellers' personal values and attitudes. Design/methodology/approach – The Schwartz Value Survey (SVS) and an attitude measurement developed for this research were used. The data were collected with 1,061 employers who sell these services and work in a large Brazilian bank. A structural equation model was used to test the hypotheses. Findings – The results indicate that values of conservation were the best predictor of the attitudes, demonstrating that attitude towards bank services is explained mostly by the motivation to maintain the social tissue. However, the values showed little or no impact on the attitude of those who have had negative incidents with the services. Research limitations/implications – Results can be used on the implementation of marketing strategies, pointing to the impact of values on attitudes when individuals have not had experienced a negative incident. The research limitations are related to its setting, data collection, sample and measurements used. Originality/value – This is the first research in the field using a Brazilian population. It is also one of the very few studies in the field that examines the moderating role of negative incidents on the relationship between values and attitude with bank services.