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This paper aims to investigate the relation between multiple criteria decision-making (MCDM) methods and the decision strategies used by the individual in the process of choosing in a specific context.

The method involves an experiment in an automobile-selling shop with 61 individuals performing the task of choosing a used vehicle independently: with and without the use of a decision support systems (DSSs) also using the Think Aloud verbal protocol. The paper used the descriptive statistics and signals test to test hypotheses.

The results prove the relation between two of the four analyzed decision-making (DM) strategies: additive difference and elimination by aspect. These two strategies exhibited significant differences for the TransparentChoice and M-MACBETH systems, being similar only for Visual PROMETHEE, and this system being the one that best facilitated the choice process for consumer goods, in this case, used vehicles.

This study enhances understanding of decision strategies and multicriteria methods in used vehicle selection. Identifying Visual PROMETHEE as highly effective, it suggests that design and usability features play a pivotal role. However, limitations, such as the temporal cutoff and exclusion of electric vehicles, hinder a comprehensive grasp of DM processes in contemporary vehicle choices. Nonetheless, applying these insights to future contexts broadens theoretical contributions, highlighting a key potential of this study.

The study provides valuable insights into the factors influencing consumer decisions, potentially impacting purchasing patterns and, consequently, the used vehicle market. In addition, it underscores the need to tailor the design and functionalities of DSS to better align with users’ DM approaches, aiming to maximize the effectiveness and acceptance of these systems.

The social contribution of this research lies in its ability to raise awareness among consumers about effective DM strategies, particularly those related to DSSs. This can be achieved through educational initiatives that inform consumers about the benefits of these systems when facing complex decisions, such as purchasing used vehicles. Furthermore, the study’s results have the potential to influence public policies in the automotive industry by allowing regulatory adjustments that promote practices aligned with consumer preferences and needs. This consumer-centric approach may lead to policies more tailored to market dynamics, fostering competitiveness and consumer satisfaction.

The innovative approach tested three types of DSS in an experiment, exploring their relationship with decision strategies in the specific context of used vehicle selection. This unique methodology contributes to the understanding of DM dynamics, particularly in the automotive scenario, providing a valuable perspective for literature and relevant professionals.

This study aims to compare the performance of stocks of companies with high brand equity with the stocks of other companies listed on the stock market of emerging countries of Latin America: Brazil, Chile, Colombia, Mexico and Peru.

The valuable brands (brands with high brand equity) considered were the most valuable Latin America brands according to the Millward Brown reports. Carhart four-factor model was used to analyze performance and the total sample included 732 stocks in the Latin American market collected at Economatica, monthly, for a period of 10 years.

The Valuable Brands Portfolio presents the lowest investment risk, suggesting that stocks of companies with valuable brands ensure lower risk investment to shareholders in these emerging markets.

This study is the first to associate brand equity with the creation of shareholder value in the context of emerging Latin American countries. In addition, the proposed method has also not been used previously to study emerging countries. The association found between a marketing asset (brand equity) and stock market performance contributes to improve the relationship between marketing and finance areas. The results of this study in emerging markets corroborate previous studies in developed markets, strongly suggesting the confirmation of the effect of brand equity on the reduction of risk stock.