How Does National Culture Impact on Consumers’ Decision‐making Styles? A Cross Cultural Study in Brazil, the United States and Japan
Journal Title: BAR: Brazilian Administration Review - Year 2010, Vol 7, Issue 3
Abstract
This empirical article investigates the relationship between national culture and consumer decision-making styles in the purchase of cell phones, a product category that appears to be required by consumers independent of their nationalities. To make the research measurable, we used Hofstede’s four cultural dimensions (power distance, uncertainty avoidance, individualism, and masculinity) and Sproles and Kendall’s Consumer Style Inventory framework (quality conscious, brand conscious, innovative, recreation, price conscious, impulsive, confused and brand loyal), and tested nine hypotheses through MANOVA in a sample of 108 buyers of the product in Brazil, 104 in the USA, and 107 in Japan, countries ranked in the top ten of the world’s largest cell phone market. Factor Analysis via Principal Component Analysis was conducted to examine the suitability of the eight-factor model in observations from each country. The three nationalities and the eight decision-making styles were treated as independent and dependent variables, respectively. Findings showed mixed evidence for the application of Hofstede’s cultural dimensions to decision-making styles. Managerial implications and suggestions for future research are presented to help understand the relationship between national culture and consumer decision-making styles.
Authors and Affiliations
Leng, Chan Yie; Botelho, Delane
Keywords
Related Articles
- EP ID EP40472
- DOI -
- Views 264
- Downloads 0
Life, Work and Sustainable Learning Practices: A Study on a Small Business Network
Knowledge and knowing processes as work and life practices are not univocal. They are not related to knowledge as an autonomous body of propositions, but permeated with new identities and action modes, which are contin...
Organizational Change and the Meaning of Time
This paper probes into the social process of sense making in changing organizations, trying to observe how participant individuals interpret contextual events and configure their notion of time. This notion of time then...
Country Brand Equity: The Role of Image and Reputation
Country brand equity (CBE) is expanding in theory and in practice; however, little has been published on its conceptualization. By incorporating ‘reputation’ into the place brand equity construct at a country level, we p...
Bounded Creativity: Understanding the Restrictions on Creative Work in Advertising Agencies
The theme of creativity has gained prominence among practitioners and academics, and the emergence of creative industries, which combine creativity and commercial logic, has rendered the topic even more relevant. Creati...
Assessment of Market Efficiency in Argentina, Brazil and Chile: an Event Study of Mergers and Acquisitions
This paper presents an investigation into the relationship between the announcement of mergers and acquisitions, the existence of positive abnormal returns for shares of these firms, and market efficiency in Argentina,...