出版社：Faculdade de Psicologia, Pontifícia Universidade Católica do Rio Grande do Sul
摘要：This article presents the results from an exploratory research, with qualitative approach, that investigates the perceived differences and the influence strategies used by men and women throughout the stages of the buying decision in a joint property. To achieve the objectives, the authors chose to collect the data from ten couples subjects of the sample reconciling the indirect approach (projective techniques) with the direct approach (in-depth interviews). Analyzing the results obtained, says that women tend to associate the purchase and consumption with feelings of worry and concern narcissistic Regarding the influence strategies employed, we found that women avail themselves of the emotion and the men of greater knowledge that they have on the subject (expert).
关键词：Gender;process of purchase decision; joint purchasing; and strategies of influence.;Género;proceso de decisión de compra; la compra conjunta; y las estrategias de influencia.;Gêneros;processo de decisão de compra;compra conjunta;estratégias de influência.
