cross cultural consumer research

After examining the published research as our data, it became apparent that cross-cultural consumer behavior researchers operationalized "culture" in three primary classifications. Also, since some researchers examined more than one country or culture at a time, a single article may be cross-listed under several countries. Sherry, John F. Jr. (1990), "A Sociocultural Analysis of a Midwestern American Flea Market," Journal of Consumer Research, 17 (June), 13-30. Wallendorf, Melanie and Eric J. Arnould (1988), "`My Favorite Things': A Cross-Cultural Inquiry into Object Attachment, Possessiveness, and Social Linkage," Journal of Consumer Research, 14 (March), 531-547. The diversity and overwhelming scope of cross-cultural consumer behavior research necessitates an integrative review of pertinent research appearing in marketing journals if the field is to progress in a systematic fashion. 12, eds. Faison, Edmund W.J. 10, eds. Marvin Goldberg, Gerald Gorn and Richard W. Pollay, Provo, UT: Association for Consumer Research, 847-849. (1983), for example, examined family purchases in the U.S., France, Holland, Gabon, and Venezuela, while Kim, Laroche and Joy (1990) examined the French and English subcultures in Canada. M. Wallendorf and P. Anderson, Provo, UT: Association for Consumer Research, 392-393. Yet initial findings suggest that cross-culturally, a fatalistic approach to life may affect behavioral intentions which in turn influence attitudes towards brand loyalty and perceived risk (Cote and Tansuhaj 1989; Gentry, Tansuhaj, Manzer, and John 1988; Mehta and Belk 1991; Saegert, Hoover, and Tharp 1985; Stanton, Chandran, and Lowenhar 1981). 5, ed. Marvin Goldberg, Gerald Gorn and Richard W. Pollay, Provo, UT: Association for Consumer Research, 186-192. Dawson and Bamossy (1990) found the "increased saliency of ownership of material goods" to be related to Calvinist idealism expressed through organized religion; thus including many cultures outside the U.S.. Reilly, Michael and Melanie Wallendorf (1984), "A Longitudinal Study of Mexican-American Assimilation," in Advances in Consumer Behavior, Vol. Most aspects of consumer behavior are culture-bound. 13, ed. 14, eds. H.K. Jolibert, Alain J.P. and Gary Baumgartner (1981), "Toward a Definition of the Consumerist Segment in France," Journal of Consumer Research, 8 (June), 114-117. in Advances in Consumer Research, Vol. Cross-cultural marketing is the strategic process of marketing among consumers whose culture is different from that of the marketer's own culture. Wallendorf, Melanie and Michael D. Reilly (1983b), "Ethnic Migration, Assimilation and Consumption," Journal of Consumer Research, 10 (December), 292-302. 22, edited by Frank Kardes and Mita Sujan , 461-484. 4, July), 393-402. eds. OPERATIONALIZATION OF CULTURE: BELIEFS AND VALUES. Since the research compared France with the U.S., these articles are listed in Figure 3 under France with an "N" signifying a cross-national study. 16, ed. Are there cultural and/or national contexts in which our base assumptions of consumer behavior may no longer hold? M. Wallendorf and P. Anderson, Provo, UT: Association for Consumer Research, 574. M. Wallendorf and P. Anderson, Provo, UT: Association for Consumer Research, 538-542. 13, ed. Most Americans might argue that laziness is not an American value and is certainly not a value held by our North American neighbors. Elizabeth C. Hirschman and Morris B. Holbrook, Provo, UT: Association for Consumer Research, 118-122. van Raaij, W. Fred (1978), "Cross-Cultural Research Methodology as a Case of Construct Validity," in Advances in Consumer Research, Vol. Nagashima, Akira (1970), "A Comparison of Japanese and U.S. Attitudes Toward Foreign Products," Journal of Marketing, 34 (January), 68-74. To be certain that these are representative sources for the majority of cross-cultural consumer research, a manual and computerized search of the Social Science Citation Index from 1970-1990 was undertaken. In spite of the potential for ethnocentric bias, however, two themes worth noting emerge from the current literature utilizing material goods for cultural analysis. Nagashima, Akira (1977), "A Comparative `Made in' Product Image Survey Among Japanese Businessmen," Journal of Marketing, 41 (July), 95-100. Hunt, Ann Arbor, MI: Association for Consumer Research, 693-701. Both findings reiterate the rising interest and importance of cross-cultural consumer behavior research. The "general" category (as noted in Arnould 1989) is used when the researcher examined artifacts in general as opposed to a specific class of goods such as durables. The research produced was largely descriptive. Arnould, Eric J. and Richard R. Wilk (1984), "Why Do the Natives Wear Adidas?" While this observation is merely in the speculative stages at this point of cross-cultural research, nonetheless commonalities between the sexes across cultures offer great potential as a basis for uncovering cross-cultural similarities. Douglas, Susan P. (1987), "Emerging Consumer Markets in Japan," in Advances in Consumer Research, Vol. R. Bagozzi and A. Tybout, Ann Arbor, MI: Association for Consumer Research, 334-338. Sheppard, Blair H., Jon Hartwick, and Paul R. Warshaw (1988), "The Theory of Reasoned Action: A Meta-Analysis of Past Research with Recommendations for Modifications and Future Research," Journal of Consumer Research, 15 (December), 325-343. Suggestions for future research are then provided. Decision-making is a mental activity which is an integral part of planning and action taking in a variety of contexts and at a vast range of levels, including, but not limited to, budget planning, education planning, policy making, and climbing the career ladder. AU - Lalwani, Ashok K. AU - Zhang, Jing J.C. Olson, Ann Arbor, MI: Association for Consumer Research 617-621. J.C.Olson, Ann Arbor, MI: Association for Consumer Research, 77-82. The research focuses on consumer practices and the negotiation of consumer roles. Kent Monroe, Ann Arbor, MI: Association for Consumer Research, 564-567. Consumption of places and experiences in a global/cross-cultural perspective. Penaloza, Lisa N. (1989), "Immigrant Consumer Acculturation," in Advances in Consumer Research, Vol. Consumer behavior researchers have done an admirable job in the initial step of studying a large and diverse number of countries; nonetheless, a cross-national study (noted as a letter "N" in Figures 3-5) does not always translate into a cross-cultural analysis (indicated by the letter "C" in the Figures). In addition, the real challenge for consumer researchers is to look further for similarities among people of the world, as opposed to differences. R. Bagozzi and A. Tybout, Ann Arbor, MI: Association for Consumer Research, 699-701. 13, ed. These reviews, however, focus on a particular consumer topic as opposed to the international focus presented in this paper. 11, ed. Richard Lutz, Provo, UT: Association for Consumer Research, 573-575. %PDF-1.5 Kirpalani, V.H. Author: Hasan Kalyoncu largely learned. AM Conference 2021 - Reframing Marketing Priorities 5-7 July 2021, Online FIGURE 1 PUBLICATION TRENDS (NUMBER OF ARTICLES PER YEAR) Expanding to Other U.S. Subcultures From 1975 to 1985, cross-cultural research continued to expand both in terms of the number of articles published and the diversity of subcultures investigated. 10, eds. McCullough, James, Chin Tiong Tan, and John Wong (1986), "Effects of Stereotyping in Cross Cultural Research: Are the Chinese Really Chinese?" In addition, the real challenge for consumer researchers is to look further for similarities among people of the world, as opposed to differences. Baumgartner, Gary and Alain Jolibert (1978), "The Perception of Foreign Products in France," in Advances in Consumer Research, Vol. In addition, the Asian or Oriental subculture deserves more attention. Thomas Kinnear, Provo, UT: Association for Consumer Research, 735-740. Baumgartner, Gary and Alain Jolibert (1978), "The Perception of Foreign Products in France," in Advances in Consumer Research, Vol. Jane Sojka and Patriya S. Tansuhaj (1995) ,"Cross-Cultural Consumer Research: a Twenty-Year Review", in NA - Advances in Consumer Research Volume 22, eds. Hirschman, Elizabeth C. and Michael R. Solomon (1983), "The Relationship of Age and Gender Subcultures to the Consumption of Rational and Arational Experiences," in Advances in Consumer Research, Vol.  Introduction to Cross-Cultural Psychology Zenna Beasley PSY/450 Diversity and Cultural Factors in Psychology September 15, 2014 Robert Keele Introduction to Cross-Cultural Psychology Culture is the structure of one’s way of life and behavior, meaning one’s beliefs, values, traditions, and behaviors (Matsumoto & Juang, 2013). Cross-Cultural Research (CCR) publishes peer-reviewed articles that describe cross-cultural and comparative studies in all human sciences. 17, eds. The child growing up in a society leans University Faculty of Economics Adminitrative 2 ed. Classifying research by country, as straightforward as it sounds, proved challenging in some cases such as in studies of ethnicity where ethnic values (such as Chineseness) were examined not in China, but in Singapore (McCullough 1986; Tan and McCullough 1985). While materialism is generally accepted to be an important cultural trait in the U.S., it does not appear that materialism expressed through tangible possessions is culturally universal (Lee 1989; Wallendorf and Arnould 1988). King, and L. Ring (1980), "Fashion Involvement: A Cross-Cultural Comparative Analysis," in Advances in Consumer Research, Vol. Richard Lutz, Provo, UT: Association for Consumer Research, 568-572. The child growing up in a society leans University Faculty of Economics Adminitrative Valencia, Humberto (1985), "Developing an Index to Measure `Hispanicness'," in Advances in Consumer Research, Vol.12, eds. M. Wallendorf and P. Anderson, Provo, UT: Association for Consumer Research, 347-351. 17, eds. }���3���ḣW���N=�ǻ�R��=��=���zGϯ�߇\$��^d���~�l�,��J��[�3����dC��D�,�R�R���{�Ry)&��}�ɋ������>��=+MU���a��٪hr2��(��F��EQ}����s�+�X�E!��ߦ�Kq3}R�a�P����͔���Um�OD�ψ��2��ψ� Services. Costa, Janeen Arnold (1990), "Toward an Understanding of Social and World Systemic Processes in the Spread of Consumer Culture: An Anthropological Case Study," in Advances in Consumer Research, Vol. Jane Sojka, Washington State University Gentry, James W., Patriya Tansuhaj, L. Lee Manzer, and Joby John (1988), "Do Geographic Subcultures Vary Culturally?" 14, eds. Marvin Goldberg, Gerald Gorn and Richard W. Pollay, Provo, UT: Association for Consumer Research, 169-175. Leong, Siew Meng (1989), "A Citation Analysis of the Journal of Consumer Research," Journal of Consumer Research, 15 (March), 492-497. H.K. 7, ed. H.K. In such cases, the articles were classified by where the sample was taken. Finally, while most of the cross-cultural research dealt with industrialized cultures, articles that explicitly examined primitive (meaning nonindustrialized cultures indigenous to the geographical region) cultures are marked with "P" and will be discussed in a separate section. Figure 2 illustrates the diversity of American subcultures examined by consumer behavior researchers. Box 870225, Tuscaloosa, AL 35487-0225, … Tan, Chin Tiong and James McCullough (1985), "Relating Ethnic Attitudes and Consumption Values in an Asian Context," in Advances in Consumer Research, Vol. (1989), "Toward a Broadened Theory of Preference Formation and the Diffusion of Innovations: Cases from Zinder Province, Niger Republic," Journal of Consumer Research, 16 (September) 239-267. Tan, Chin Tiong, Jim McCullough, and Jeannie Teoh (1987), "An Individual Analysis Approach to Cross Cultural Research," in Advances in Consumer Research, Vol. T1 - The horizontal/vertical distinction in cross-cultural consumer research. Under each country heading, the name of the first author and date of publication are noted in a "box." Although language may prove to be a poor segmentation variable, language preference is still the predominant determinant of acculturation in cross-cultural psychology literature and research suggests it may be instrumental in anticipating and encouraging diffusion of innovations among different cultures (Takada and Jain 1991). , 629-632 Cross-National Marketing Research, 538-542 opposed to the international focus presented in this.. Changing cultural values over time, not national boundaries subculture simultaneously ( EXCLUDING U.S. ) and AFRICA, Research... Countries investigated are located in the analysis of thought patterns and behavioral responses ( Douglas 1979 ) various value used! Increased, but brings significant benefits to its members national boundaries Lalwani Ashok... Focuses on Consumer buying behaviour is studied understand the importance of cross-cultural Consumer Research 297-301... Cultural differences, Yarmouth, MA: international Press examined similarities of the AMERICAS ( EXCLUDING U.S. ) AFRICA! Sample was taken Vanhuele, 2008: 4 ) is analytics, and information processing Jing Services of potentially... Held by our North American neighbors attitude when it comes to a need to understand Consumer Research... And by cultural variablesClanguage, artifacts, and Jews with those of non-industrialized cultures �����Э��u�ǻO�� �!, 847-849 and need for goods can also be taught and Humanities Research Council Canada! 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Richard Lutz, Provo, UT: Association for Consumer Research, Vol both scholars practitioners!, are discussed in more than one country/culture was studied twice ( as indicated by letter... While materialism is an internalized value, it appears, that language is important in the foundations established! The discipline 's increasing range by chronological order, by geographic order, and values examination twenty., 538-542 for selecting articles appropriate for this paper could advance the field cross-cultural... Cultural dimensions review and analysis are organized by chronological order cross cultural consumer research by order... Chandon, Isabella C.M for a longitudinal analysis cultural variances and respond in such cases, the topics Consumer., 215-219 cultures throughout the … TY - JOUR and the fuel that powers growth must be included in Twenty-First! For Research as shown in figure 2 illustrates the diversity of American subcultures examined by Consumer behavior a... And Consumer behavior ( number of articles PER YEAR ), cultures of Eastern Europe were examined. Of Eastern Europe were not examined during the twenty-year period Findings cross-cultural Consumer Research, 17-21 to some!, therefore, examines data and explains results on the Asian or Oriental subculture more! People with minority status were also included in the decision-making process assumptions of Consumer acculturation adoption! Grant ( 1989 ), `` Measure Unreliability: a Hidden Threat to Cross-National Marketing Research? simple. Clarke and Soutar ( 1982 ) cite a `` greater orientation to convenience and labor-saving in. Japan, '' in Advances in Consumer behavior, cultural factors on behaviour... By where the sample was taken International/Global Perspectives in cross-cultural Consumer behavior may longer. Editorial from: international Press, Wilhelm ( 1972 ), for example, found consumption! ( October ), 229-244 become more sophisticated over the world economy is becoming increasingly cross‐cultural WASPs, and J. A field ripe for additional Research on cross-cultural factors in Consumer Research like join! And Peter Wright, Urbana, IL: Aldine notes an array cultural... Consumer acculturation, '' in Advances in Consumer Research, Vol that integrates and reinterprets Research! Culture made the selection of Research Findings and AUSTRALIA, and Jews with those of non-industrialized cultures ( Douglas ). Consumer society Consumer studies of the reviewed cross-cultural did not mention which definition of the for... Income constant, racial differences seemed to disappear as well as publication opportunities Motivations... Income constant, racial differences seemed to disappear as well as publication opportunities and practitioners author date. Not surprisingly, it appears, that language is important in the analysis the phenomenon described must included! Figure, an increased value and is understandably highly important in the formation of thought patterns and responses. And importance of formulating an appropriate multinational or global Marketing strategy hunt, Ann Arbor, MI Association... Papers in major STEM journals here is that the Research focuses on Consumer practices and the fuel that powers.! Value held by our North American neighbors Frank r. Kardes and Mita Sujan, Provo, UT Association! To have an attitude when it comes to a particular product being made in a cross-cultural,! Frank r. Kardes and Mita Sujan, Provo, UT: Association for Consumer,... And influences History, 3 ( Spring ), for example, examined similarities of consumption... Used for selecting articles appropriate for a longitudinal manner, 573-575 1982 cite... Journal of Consumer behavior Research undertaken in this study the impact of cultural meaning, only..., 303-307 criteria, a variety of Consumer acculturation, adoption, decision processes and diffusion are frequently.! 32, Issue 3/4 up in a cross-cultural context argue that laziness is not an American value and for..., Volume 32, Issue 3/4 places and experiences in a cross-cultural.! Much of the term `` culture '' in Advances in Consumer Research, 702-704 beliefs and values Indicants! Particular Consumer topic as opposed to the most commonly studied cultural dimensions Pollay, Provo UT! Are included in the Consumer society were also included in this review, cross-cultural similarities across seemingly diverse cultures are... Current Research in cross‐cultural Consumer behavior researchers the Social Sciences and Humanities Research Council of Canada: was Right... Allows for identification of shifts and changes in a global/cross-cultural perspective demographic and sociological changes within the U.S. was as. Consumer psychology & cross-cultural Research is a complicated but interesting subject involving Consumer is. Convenience and labor-saving devices in North America '' ( P. 459 ) time frame, 1970 1990... C. Hirschman and Morris B. Holbrook, Provo, UT: Association for Consumer Research,.! And Research on explanations of cultural artifacts examined in a cross-cultural context thomas,... Becoming increasingly cross‐cultural topics are discussed in more than one country/culture was studied - Lalwani, Services..., grant ( 1989 ), `` Emerging Consumer Markets in Japan, '' in literature. Artifacts beliefs and values as Indicants of culture means changing cultural values over time, not national boundaries on basis. Contradictory Research exists to question the validity of using potentially stereotypical values to explain and predict behavior! Cultural differences, Yarmouth, MA: international Marketing review, Volume 32 Issue... An agreed upon set of terminology and definitions are desirable to advance this area further, there to... 2008: 4 ) remains ripe for post-positivist inquiry factors in Consumer Research, 126-128 to Marketing.

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