Purpose: The objective of this study is to verify whether cultural aspects influence consumers’ product appraisal by analyzing how consumers from two different countries choose products by designers with a diverse cultural background.
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 presented a preference for 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 compared to 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: behavior, product appraisal, swimwear, cross-cultural 1 Yael_

• Fabio Shimabukuro Sandes(EAESP, Fundação Getulio Vargas)
• Yael Pedro(ISCTE – University Institute of Lisbon)