Abstract:

Researchers and end-users face several problems in understand the Latin American consumer because of the cultural diversity and its impact in terms of attitudes and behaviour. The same stimuli will probably have different, and even opposite, effects in the various Latin American countries. This has a major impact when consolidating information across countries and/or when trying to use one country as representative of the region. This paper addresses questions such as whether standardization increases multi-country comparability; similarities and differences impacting research outcomes; and whether research tools are equally effective throughout the Americas.