Abstract
Purpose: This study aims to verify whether cultural aspects influence consumers’ product appraisal by analyzing how consumers from two countries choose products from designers with diverse cultural backgrounds. Design/Methodology: A questionnaire was applied, with 321 female respondents (217 from Brazil, 104 from Israel) who chose swimsuits from two different styles (“Classic” and “Trendy”) in four different options: bikini, one-piece, solid colors, and print options. Findings: Both countries preferred design from the same cultural background, but while Brazilian respondents opted mostly for designs by Brazilian designers, Israeli respondents chose more openly. Israeli respondents presented a much higher restriction on bikini models than one-pieces, while Brazilians presented the opposite type of rejection. Research implications: The results suggest that cultural aspects influence consumers’ choices in product appraisal, as respondents tend to choose designs made under the same cultural influence. Originality/value: This paper is the first to compare consumers’ choices in a cross-cultural context, applying the same questionnaire in two countries on different continents.