Consumer culture at individual level: Proposing a two-stepped model, comparing Iran and Germany
2
조회
0
다운로드
1
인용
0
참고문헌
키워드
초록
The importance of culture in different aspects of consumer behavior is undeniable. Studies provide solutions dealing with cultural differences in consumers’ interpretationsand trying to structure their mind-sets. The common weakness of most such studies is theytrust old scales developed to investigate organizational behaviors as a basis for analyzingindividual consumers, ignoring nonconformity in both context and level. The replicationof such rankings in marketing could easily fail; new applications are needed whichconsider level, purpose, context, and the spirit of the time. The present study aims tovalidate a new scale and explain the roles that cultural values play in consumer purchasebehavior by using this item battery. The developed scale originates from the core elementsof Hofstede’s proposed dimensions (in the latest version from 2008); a multi-dimensionalinstrument is suggested containing two newly introduced concepts (restraint and longtermorientation) validated by eastern and western minds. Samples with incomparableprofiles and cultural backgrounds, from Germany and Iran, are selected to validate thescale. The results confirm an undeniable role of nationality, as well as of demographics, inconsumer culture; the scale was a success and may be further applied. The paper begins with a focus on consumer culture, presenting a review of theindividual-level approach toward culture; based on this view – following a contextspecificapproach – the focus changes from the individual in general to the individual as aconsumer. Within the purchase context, the roles played by culture in consumer decisionsand behaviors are elaborated. Further, the study provides a summary of theoretical andempirical details on the dimensions of consumer culture, including measurement methods. The scale development and research implementation are summarized and the latter parts ofthe paper are dedicated to the results of statistical analyses and conclusions; finally,managerial implications and future directions are discussed.
Abstract
The importance of culture in different aspects of consumer behavior is undeniable. Studies provide solutions dealing with cultural differences in consumers’ interpretationsand trying to structure their mind-sets. The common weakness of most such studies is theytrust old scales developed to investigate organizational behaviors as a basis for analyzingindividual consumers, ignoring nonconformity in both context and level. The replicationof such rankings in marketing could easily fail; new applications are needed whichconsider level, purpose, context, and the spirit of the time. The present study aims tovalidate a new scale and explain the roles that cultural values play in consumer purchasebehavior by using this item battery. The developed scale originates from the core elementsof Hofstede’s proposed dimensions (in the latest version from 2008); a multi-dimensionalinstrument is suggested containing two newly introduced concepts (restraint and longtermorientation) validated by eastern and western minds. Samples with incomparableprofiles and cultural backgrounds, from Germany and Iran, are selected to validate thescale. The results confirm an undeniable role of nationality, as well as of demographics, inconsumer culture; the scale was a success and may be further applied. The paper begins with a focus on consumer culture, presenting a review of theindividual-level approach toward culture; based on this view – following a contextspecificapproach – the focus changes from the individual in general to the individual as aconsumer. Within the purchase context, the roles played by culture in consumer decisionsand behaviors are elaborated. Further, the study provides a summary of theoretical andempirical details on the dimensions of consumer culture, including measurement methods. The scale development and research implementation are summarized and the latter parts ofthe paper are dedicated to the results of statistical analyses and conclusions; finally,managerial implications and future directions are discussed.
참고문헌 (57)
- Aaker, J. L., "The effect of cultural orientation on persuasion", Journal of Consumer Research, pp.315~328 (1997)
- Alreck, P. L., "The survey research handbook: Guidelines and strategies for conducting a survey" (1995), Irwin Professional Publishing
- Germany Analysis of consumer culture: Development of an individual-level scale comparing Germany and Iran, "Bathaee, A.", Greifswald University, ~, pp.Marketing department discussion paper (2011)
- Bond, M. H., "Reclaiming the individual from hofstede’s ecological analysis-a 20-year odyssey: Comment on Oyserman et al. (2002)", Psychological Bulletin, 128, pp.73~77 (2002)
- Clugston, M., "Does cultural socialization predict multiple bases and foci of commitment?", Journal of Management, 26, pp.5~30 (2000)
- Dawar, N., "A cross-cultural study of interpersonal information exchange", Journal of International Business Studies, 27, pp.497~516 (1996)
- De Mooij, M., "Advertising worldwide" (1994), Prentice Hall International
- De Mooij, M., "Global marketing and advertising: Understanding cultural paradoxes" (1998), Sage
- De Mooij, M., "Consumer behavior and culture: Consequences for global marketing and advertising" (2004), Sage Publications
- De Mooij, M., "Global marketing and advertising: Understanding cultural paradoxes" (2010), Sage
- De Mooij, M., "Consumer behavior and culture: Consequences for global marketing and advertising" (2011), Sage Publications
- Gudykunst, W. B., "Culture and interpersonal communication" (1988), Sage
- Gudykunst, W. B., "The influence of individualism collectivism, self-monitoring, and predicted-outcome value on communication in ingroup and outgroup relationships", Journal of Cross-Cultural Psychology, 23, pp.196~213 (1992)
- Hawkins, D., "Consumer behavior: Building Marketing strategy" (2006), McGraw Hill-Irwin
- Hofstede, G., "Culture’s consequences: International differences in work-related values" (1980), SAGE Publications
- Hofstede, G., "Personal relationships across Cultures", pp.22~36 (1983), Routledge
- Hofstede, G., "Hofstede’s culture dimensions", Journal of cross-cultural Psychology, 15, pp.417~433 (1984)
- Hofstede, G., "Cultures and organizations: Software of the mind" (1991), McGraw-Hill
- Hofstede, G., "Masculinity and femininity: The taboo dimension of national cultures" (1998), Sage
- Hofstede, G., "Culture’s consequences" (2001), Sage Publications
- "Value survey module 2008" (2008)[URL]
- Hofstede, G., "Culture and organizations: Software of the mind (revised and expanded third edition)" (2010), McGraw Hill
- Hu, H. C., "The Chinese concept of face", American Anthropologist, 46, pp.45~64 (1944)
- Huff, L., "An investigation of consumer response to sales promotion in developing markets: A three country analysis", Journal of Advertising Research, pp.47~56 (1998)
- Inglehart, R., "Human values and social change: Findings from the values surveys" (2003), Brill
- Johns, G., "The essential impact of context on organizational behavior", The Academy of Management Review, 31, pp.386~408 (2006)
- Kluckhohn, F. R., "Variations in value orientations" (1961), Row, Peterson
- Lee, H. O., "Collectivism-individualism in perceptions of speech rate : A crosscultural comparison", Journal of Cross-Cultural Psychology, 23, pp.377~388 (1992)
- Lee, C., "Cross-cultural examination of the Fishbein behavioral intentions model", Journal of International Business Studies, 22, pp.289~305 (1991)
- Markus, H. R., "Culture and the self : Implications for cognition, emotion, and motivation", Psychological Review, 98, pp.224~253 (1991)
- Matsumoto, D., "Culture and psychology" (2004), Wadsworth
- Matsumoto, D., "Cross-cultural research methods in psychology" (2011), Cambridge university press
- Matsumoto, D., "Contextspecific measurement of individualism-collectivism on the individual level : The individualismcollectivism interpersonal assessment inventory", Journal of Cross-Cultural Psychology, 28, pp.743~767 (1997)
- McCracken, G., "Culture and Consumption: New approaches to the symbolic character of consumer goods and activities" (1988), Indiana University Press
- McCracken, G., "Culture and Consumption II : Markets, meaning, and brand management" (2005), Indiana University Press
- Mead, M., "Cooperation and competition among primitive people" (1961), Beacon Press
- Minkov, M., "What makes us different and similar : A new interpretation of the world values survey and other cross-cultural data" (2007), Klasika i stil, Sofia
- Nakata, C., "National culture and new product development : An integrative review", Journal of Marketing, 60, pp.61~72 (1996)
- Oyserman, D., "The lens of personhood : Viewing the self and others in a multicultural society", Journal of Personality and Social Psychology, 65, pp.993~1009 (1993)
- Oyserman, D., "Cultural psychology, a new look: Reply to Bond (2002), Fiske (2002), Kitayama (2002), and Miller (2002)", Psychological Bulletin, 128, pp.110~117 (2002)
- Rhyne, L. C., "Technology-based competitive strategies : The relationship of cultural dimensions to new product innovation", The Journal of High Technology Management Research, 13, pp.249~277 (2002)
- Rogers, E. M., "Diffusion of innovations" (2003), The Free Press
- Rose, G. M., "Family communication and children’s purchasing influence : A cross-national examination", Journal of Business Research, 55, pp.867~873 (2002)
- Schwartz, S. H., "Are there universal aspects in the structure and contents of human values?", Journal of Social Issues, 50, pp.19~45 (1994)
- Semin, R., "Handbook of cross-cultural psychology Vol. 3", pp.51~75 (1997), Allyn and Bacon
- Steenkamp, J. E., "Optimum stimulation level and exploratory consumer behavior in an emerging consumer market", International Journal of Research in Marketing, 19, pp.131~150 (2002)
- Steenkamp, J. E. M., "A cross-national investigation into the individual and national cultural antecedents of consumer innovativeness", Journal of Marketing, 63, pp.55~69 (1999)
- Stewart, E. C., "Communication, culture amid organizational processes", pp.177~213 (1985), Sage
- Stockmann, L., "Frontiers geeft Euromarketeers grip op de toekomost (Frontiers offers grip on future to Euromarketers)", NieuwsTribune, ~ (1991)
- Taras, V., "Half a century of measuring culture: Review of approaches, challenges, and limitations based on the analysis of 121 instruments for quantifying culture", Journal of International Management, 15, pp.357~373 (2009)
- Taylor, C. R., "The impact of information level on the effectiveness of U. S. And Korean television commercials", Journal of Advertising, 26(1), pp.1~18 (1997)
- Triandis, H. C., "The analysis of subjective culture" (1972), John Wiley and sons
- Triandis, H. C., "Collectivism and individualism as cultural syndromes", Cross Cultural Research : The Journal of Comparative Social Science, 27, pp.155~180 (1993)
- Triandis, H. C., "Individualism and collectivism" (1995), West View Press
- Triandis, H. C., "Culture and subjective well-being" (2002), The MIT Press
- Triandis, H. C., "Individualism and collectivism : Cross-cultural perspectives on self-ingroup relationships", Journal of Personality and Social Psychology, 54, pp.323~338 (1988)
- Yoo, B., "The effect of personal cultural orientation on consumer ethnocentrism", Journal of International Consumer Marketing, 18, pp.7~44 (2005)