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The Psychology of Asian Consumers: What We Know and What We Don’t

하영원
Academy of Asian Business (AAB)|2015.06|Academy of Asian Business Review|제1권 제1호|pp. 1-16|DOI 10.26816/aabr.1.1.201506.1

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키워드

Psychological characteristicsFuture research directionsAsian consumersCultural syndromes

초록

Understanding the psychology of Asian consumers is crucial in both practical and academic domains. In this article, I briefly describe the psychological characteristics of Asian consumers on the basis of previous findings in cultural psychology and cross-cultural consumer behavior. These characteristics are organized around five cultural syndromes; collectivist-individualist orientation, interdependent-independent self-construal, holistic-analytic thinking style, prevention-promotion orientation, and reliance on past-present (or future) events. For directions guiding future research, I suggest that researchers lay emphasis on psychological similarities as well as differences among cultures and put more weight on asymmetric cultural syndromes. The importance of neuro-scientific investigations regarding cultural differences as well as examination of subcultural differences is also emphasized.

Abstract

Understanding the psychology of Asian consumers is crucial in both practical and academic domains. In this article, I briefly describe the psychological characteristics of Asian consumers on the basis of previous findings in cultural psychology and cross-cultural consumer behavior. These characteristics are organized around five cultural syndromes; collectivist-individualist orientation, interdependent-independent self-construal, holistic-analytic thinking style, prevention-promotion orientation, and reliance on past-present (or future) events. For directions guiding future research, I suggest that researchers lay emphasis on psychological similarities as well as differences among cultures and put more weight on asymmetric cultural syndromes. The importance of neuro-scientific investigations regarding cultural differences as well as examination of subcultural differences is also emphasized.

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