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The purpose of this paper is to discuss the role of Brazilian consumers’ personal behavioral values, lifestyle, and mindsets in relation to purchase decisions.,The study employed empirical research through a survey of 1,508 consumers to establish a typology.,Drawing on typologies in the literature, the study found that some dimensions should be combined to create certain particular ideal types of Brazilian consumers. Specifically, the study identified four different types of Brazilian consumer, each of which has its own way of making purchase decisions. Although there are small differences from a lifestyle perspective, there are distinctions between the groups in terms of consumer preferences and personal behavioral values.,Based on the results, the paper proposes a model to understand and classify consumer behavior in the Brazilian context based on the four traits.,The findings suggest a number of strategic measures for organization, brands, and marketing practitioners.,The research employs recognized frameworks to develop a new typology of ideal types of consumers specific to the Brazilian context, but using a methodology that can be applied more broadly.

Flow state is an important theory to understand the consumer behavior of e-commerce. Perceived risk also has been object of academic studies because it is an inhibitor of the online purchases. In this way, the objective of this research is to investigate the relation between the perceived risk and flow state. Through a structural equations modeling, it was disclosed that the ability of the consumer with the use of the Internet intervenes with its perception of risk.

Problem statement: E-commerce is a reality; Companies must consider t his media as an important trade channel without distances between p roducts and consumers. A key issue of e- commerce is how companies are disclosing information to its customers. This study aims to measure if there is relationship between the information overl oad in the virtual environment and the response of satisfaction and confusion of consumers. Approach: Research had exploratory-experimental character and it was used a quasi-experiment. Due to the meth odology adopted, two samples were obtained, the first of control with 114 respondents and the secon d of experiment with 178 cases reported. Data analysis was made though descriptive statistics (ce ntral tendency and dispersion), multivariate (facto r analysis) and non-parametric (Mann-Whitney U test). Results: A factorial matrix was built and it was found that information overload relates to the resp onses of satisfaction and confusion in the environment of e-commerce. There was a statistical significance level supporting these relationships. Conclusion/Recommendation: The main implication of information load was the f eeling of not having done the best buy, generating a possible rep entance. Related to the feeling of confusion generated by the large amount of information, the p hysical and virtual environment has the same properties. The performed analyses in this study in dicated that there is a relationship between the e- commerce consumer satisfaction and the experience of information overload. Future studies might investigate the relationship between information ov erload and other responses.

Consuming extrapolates utilitarianism and hedonism; shopping as a purely rational activity does not complete the set of motivations that drive consumption. This theoretical essay investigates the context from the perspective of the contemporary consumer, mainly the philosophy of Schopenhauer and other authors who discuss the topic. To understand consumption, Will and Representation require one to first comprehend the theories of knowledge that elevate Science, its logic and true legitimacy and pathways that ultimately reveal the understanding of Marketing on consumer behavior. At the end of this essay, reflection leads to understanding that the metaphysics of beauty according to Schopenhauer (2012) presents pragmatic compounds still present that align marketing actions with the search for a better quality of life through aesthetics, excelling the dualistic logic of utilitarian or hedonic consumption and its recompense of mere immediate effect.