Abstract

The aim of this research is to compare the effect of the incorporation of the neoliberal model according to gender and city of origin of the participants, from the variables of consumption styles, attitude towards money and materialism in adolescents from Santiago and Quito. The sample consisted of 799 adolescents of both sexes between 14 and 19 years of age, residents of both countries through a two-stage conglomerate sampling. The results pointed out differences by gender and city related to purchase impulsiveness, being men from Quito more impulsive; therefore, in relation to purchase attitude differences was found by gender, men give more power status and personal happiness to the successful purchase.