10, ed. 17, eds. Kent Monroe, Ann Arbor, MI: Association for Consumer Research, 713-717. 7, ed. 14, eds. Jolibert, Alain J.P. and Carlos Fernandez-Moreno (1983), "A Comparison of French and Mexican Gift Giving Practices," in Advances in Consumer Research, Vol. 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. (1983), "Fancies and Glimmers: Culture and Consumer Behavior," in Advances in Consumer Research, Vol. Each issue, published quarterly, examines topics that span societies, nations and cultures, providing strategies for the systematic testing of theories about human society and behavior. 13, ed. 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). In Advances in Consumer Research, vol. Cross-Cultural Consumer Behaviour. Arnould, Eric J. In using the aforementioned selection criteria, a total of 118 articles are included in this review. Figure 2 illustrates the diversity of American subcultures examined by consumer behavior researchers. FIGURE 2 NUMBER OF U.S. SUBCULTURES STUDIED In reviewing the literature, we attempted to distinguish studies of cross-national nature from those examining more specific cultural elements in the consumer behavior context. Elizabeth C. Hirschman and Morris B. Holbrook, Provo, UT: Association for Consumer Research, 122-126. For instance, Douglas' (1976, 1979) descriptive study of family decision-making or women's life-styles in different countries without an attempt to explain results on the basis of cultural differences is an example of a cross-national analysis examining the differences between two countries. In reviewing the countries and cultures studied by consumer researchers during the last two decades, a diverse and substantial number of cultures have been investigated. Stanton, John, Rajan Chandran, and Jeffrey Lowenhar (1981), "Consumerism in Developing CountriesCThe Brazilian Experience," in Advances in Consumer Research, Vol 8, ed. Anderson, Ronald and Jack Engledow (1977), "A Factor Analytic Comparison of U.S. and German Information Seekers," Journal of Consumer Research, 3 (March), 185-196. Hence, a phenomenological approachCwhere description exists at the level of the respondentCor a hermeneutical approachCin which cultural artifacts are examined as an embodiment of cultural valuesCwould both be appropriate (Dilthey 1972; Thompson, Locander, and Pollio 1989). 7, ed. Thompson, Craig J., William B. Locander, and Howard B. Pollio (1989), "Putting Consumer Experience Back into Consumer Research: The Philosophy and Method of Existential-Phenomenology," Journal of Consumer Research, 16 (September) 133-146. H.K. and Jan C. Reuijl (1985), "Advertising and Industry Sales: An Empirical Study of the West German Cigarette Market," Journal of Marketing, 49 (Fall), 92-98. Sherry, John F. Jr. (1986), "The Cultural Perspective in Consumer Research," in Advances in Consumer Research, Vol. Michael J. Houston, Provo, UT:Association for Consumer Research, 403-410. Marvin Goldberg, Gerald Gorn and Richard W. Pollay, Provo, UT: Association for Consumer Research, 826-832. Richard Lutz, Provo, UT: Association for Consumer Research, 573-575. If you would like to join the Consumer Psychology & Cross-Cultural Research SIG, please contact Dr Nina Michaelidou. CROSS-CULTURAL CONSUMER STUDIES OF THE AMERICAS (EXCLUDING U.S.) AND AFRICA, CROSS-CULTURAL CONSUMER BEHAVIOR RESEARCH ASIA AND AUSTRALIA. Because cross-cultural consumer research is a mature and active subdiscipline, this curation highlights the last few years of research. Hawes, Douglass K., Sigmund Gronmo, and John Arndt (1978), "Shopping and Leisure Time: Some Preliminary Cross-Cultural Comparisons of Time-Budget Expenditures," in Advances in Consumer Research, Vol. Clearly the study of archaeology holds promise for future investigation in consumer research. Elizabeth C. Hirschman and Morris B. Holbrook, Provo, UT: Association for Consumer Research, 59-64. M. Wallendorf and P. Anderson, Provo, UT: Association for Consumer Research, 574. J.C. Olson, Ann Arbor, MI: Association for Consumer Research 617-621. We further recommend a "thing-centered" approach, in which the field of cultural phenomena is distilled by label- Finally, an added benefit of exploring consumer behavior in other cultures is that it frequently offers additional insight into future subcultural consumer behavior both in the United States and other countries (van Raaij 1978). The descriptive research was necessary for the beginning rudimentary exploration; yet theoretical explanations of the phenomenon described must be included in the analysis. McCracken, Grant (1986), "Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods," Journal of Consumer Research, 13 (June), 71-84. 12, eds. Indeed, three separate studies comparing three distinct cultures/subculturesCHispanics in the U.S. (Deshpande, Hoyer, and Donthu 1986), French and English speaking Canadians (Kim, Larouche, and Joy 1990), and Mexicans, Australians, and Americans (Gilly 1988)Call concluded that language alone could not accurately predict or explain differences found between subcultures and cultures. AU - Lalwani, Ashok K. AU - Zhang, Jing Richard J. Lutz. Figure 7 notes an array of cultural artifacts examined in a cross-cultural context. Marvin Goldberg, Gerald Gorn and Richard W. Pollay, Provo, UT: Association for Consumer Research, 182-185. Cross-cultural consumer analysis is defined as the effort to determine to what extent the consumers of two or … H.K. Douglas (1987) reports a similar Japanese phenomenon where in certain areas of their lives, the Japanese are placing a growing emphasis on personal goals and achievement as opposed to group objectives. Schlesinger, Arthur M. Jr. (1991) The Disuniting of America, Nashville, TN: White Direct Books. Henry, Walter A. The review and analysis are organized by chronological order, by geographic order, and by cultural variablesClanguage, artifacts, and values. Yet the focus on cultural similarities and theoretical explanations may ultimately transform the culturally bound theories in consumer behavior to a field with generalizable theories. Baumgartner, Gary and Alain Jolibert (1978), "The Perception of Foreign Products in France," in Advances in Consumer Research, Vol. Conflicting reports on hispanic brand loyalty and English/French Canadian purchase patterns represent a need to more clearly isolate subpopulations on a variable other than language (O'Guinn and Faber 1985; Saegert Hoover and Hilger 1985; Schaninger, Bourgeois, and Buss 1985; Valencia 1985). Folkes, Valerie S. (1988), "Recent Attribution Research in Consumer Behavior: A Review and New Directions," Journal of Consumer Research, 14 (March), 548-565. Furthermore, cultures of Eastern Europe were not examined during the twenty-year period of this review. Many research studies specialising in marketing are currently focusing on cross-cultural variation in consumer behaviour (Beatty, Lynn, & Pamela 1991, p.154). William D. Perreault, Atlanta, GA: Association for Consumer Research, 297-301. M. Wallendorf and P. Anderson, Provo, UT: Association for Consumer Research, 562. Belk, Russell W., (1984), "Cultural and Historical Differences in Concepts of Self and Their Effects on Attitudes Toward Having and Giving," in Advances in Consumer Research, Vol. Evidence suggests that the diffusion of Western values and goods, currently occurring in the Pacific Rim, is a result of language similarity and other variables which communicate materialistic values through advertising and other communication mechanisms (Takada and Jain 1991; Tse, Belk, and Zhou 1989). The first three papers address new motivational and cognitive patterns associated with cultural self-construals. Costa, Janeen Arnold (1989), "On Display: Social and Cultural Dimensions of Consumer Behavior in the Greek Saloni," in Advances in Consumer Research, Vol. This review synthesizes critical developments in the last decade of research related to the most commonly studied cultural dimensions. Figure 2 illustrates the diverse subcultures investigated as well as the trend away from studying the African-American subculture to studies of the Hispanic subculture in the mid-1980s. O'Guinn, Thomas C., Wei-Na Lee, and Ronald J. Faber (1986), "Acculturation: The Impact of Divergent Paths on Buyer Behavior," in Advances in Consumer Behavior, Vol. 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.. Goldman, Arieh (1974), "Outreach of Consumers and the Modernization of Urban Food Retailing in Developing Countries," Journal of Marketing, 38 (October), 8-16. Tan, Chin Tiong and John U. Farley (1987), "The Impact of Cultural Patterns on Cognition and Intention in Singapore," Journal of Consumer Research, 13 (March), 540-544. A passion for understanding cross-cultural consumer behaviour One of the exciting aspects of being a PhD student is knowing your working on research that can have a valuable impact, not only in academia, but hopefully in society as well. Cross-Cultural Consumer Behavior: A Review of Research Findings Engledow, Jack L., Hans B. Thorelli, and Helmut Beck (1975), "The Information SeekersCA Cross-Cultural Consumer Elite," in Advances in Consumer Research, Vol. Donohue, Thomas R., Timothy P. Meyer, and Lucy Henke (1978), "Black and While Children: Perceptions of TV Commercials," Journal of Marketing, 42 (October) 34-40. Researchers seem fascinated with understanding differences between Eastern and Western values, language, and artifacts as exemplified by the number of cross-cultural studies (noted with a "C" in Figure 5). King, and L. Ring (1980), "Fashion Involvement: A Cross-Cultural Comparative Analysis," in Advances in Consumer Research, Vol. Hirschman, Elizabeth C. (1983), "Cognitive Structure Across Consumer Ethnic Subcultures: A Comparative Analysis," in Advances in Consumer Research, Vol. Jolibert, Alain J.P. and Carlos Fernandez-Moreno (1983), "A Comparison of French and Mexican Gift Giving Practices," in Advances in Consumer Research, Vol. Cross-Cultural Consumer Behavior: A Review of Research Findings MariekedeMooij Geert Hofstede ABSTRACT. Issues of particular concern include: definition of cultural concepts, re-visiting early cross-cultural research, critical assessment of cross-cultural methods, focus on commonalities among cultures, and increased emphasis on theoretical underpinnings of cross-cultural consumer behavior. Hempel, Donald J. Gentry, James W., Patriya Tansuhaj, L. Lee Manzer, and Joby John (1988), "Do Geographic Subcultures Vary Culturally?" Qualitative & Quantitative Research: Best-in-class services leveraging our deep tool box of effective, innovative techniques and advanced analytics along with cultural "know-how," yielding rich consumer insights and reliable data. FIGURE 3 CROSS-CULTURAL STUDIES OF EUROPE AND MIDDLE EAST As opposed to using language as a subcultural identifier, Hirschman (1981) proposes using an emic measure of ethnicity which permits the individual to ascribe religious and cultural identity to him/herself. Clarke, Yvonne and Geoffrey N. Soutar (1982), "Consumer Acquisition Patterns for Durable Goods: Australian Evidence," Journal of Consumer Research, 8 (March), 456-460. Business is analytics, and data on the cross-cultural marketplace is no longer just a bonus. As Mick (1986) notes, meaning is not an individual enterprise, but rather "a social procedure for defining objects to achieve a practical effect" (p. 204). This attitude might be positive, negative, and neutral. Becoming an Association for Consumer Research member is simple. Helgeson, James G., E. Alan Kluge, John Mager, and Cheri Taylor (1984), "Trends in Consumer Behavior Literature: A Content Analysis," Journal of Consumer Research, 10 (March), 449-454. H.K. M. Wallendorf and P. Anderson, Provo, UT: Association for Consumer Research, 394-397. 11, ed. 4, ed. 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. Donohue, Thomas R., Timothy P. Meyer, and Lucy Henke (1978), "Black and While Children: Perceptions of TV Commercials," Journal of Marketing, 42 (October) 34-40. Douglas, Susan P. and Christine D. Urban (1977), "Life-Style Analysis to Profile Women in International Markets," Journal of Marketing, 41 (July), 46-54. An examination of twenty years' worth of diverse research in this discipline allows for identification of shifts and changes in a longitudinal manner. consumer behaviour research to provide these answers (East, Wright and Vanhuele, 2008: 4). Elizabeth C. Hirschman and Morris B. Holbrook, Provo, UT: Association for Consumer Research, 122-126. Artifacts as Cultural Representations. Elizabeth C. Hirschman and Morris B. Holbrook, Provo, UT: Association for Consumer Research, 215-219. Goods carry and communicate visible evidence of cultural meaning (Lee 1989; McCracken 1986; Mick 1986), and in some cultures offer evidence of social success (Belk 1984). 10, eds. O'Connor, P.J., Gary L. Sullivan, and Dana A. Pogorzelski (1985), "Cross Cultural Family Purchasing Decisions: A Literature Review," in Advances in Consumer Research, Vol. 181-192. However, because of the close link between materialism and tangible goods, U.S. researchers in particular must be aware of potential ethnocentric bias when using material possessions as cultural measures. Second, it initially appears that the cultural value of materialism can be taught. Tse, David K., John K. Wong, and Chin Tiong Tan (1988), "Towards Some Standardized Cross-Cultural Consumption Values," in Advances in Consumer Research, Vol 15, ed. Tse, David K., John K. Wong, and Chin Tiong Tan (1988), "Towards Some Standardized Cross-Cultural Consumption Values," in Advances in Consumer Research, Vol 15, ed. Michael J. Houston, Provo, UT: Association for Consumer Research, 411-417. 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). 13, ed. behavior has used the Hofstede dimensional. All behavioral research is comparative; that is, it involves a comparison of experimental and a control group, e.g., samples of working and non-working wives, husband and wife roles, middle and lower social class consumers, users and non-users of a service, etc. Researchers investigating topics such as food purchasing behavior, black/white reaction to integrated advertisements, and African-American shopping behavior, for example, noted similarities and differences between the two ethnic groups, but neglected to take the next step in explaining the behavior they cited. Thomas K. Srull, Provo, UT: Association for Consumer Research, 562-566. Cross-cultural Consumer Research Trends: Beyond U.S. Subcultures In reviewing the countries and cultures studied by consumer researchers during the last two decades, a diverse and substantial number of cultures have been investigated. Thomas K. Srull, Provo, UT: Association for Consumer Research, 771-778. 12, eds. We believe that cross-cultural consumer services research could benefit greatly by more fully incorporating the components of culture as suggested by these scholars. From a preliminary overview, several topics such as materialism, consumption patterns between same sexed individuals, and family structure similarities offer commonalities between unique cultures that need further investigation. J.C. Olson, Ann Arbor, MI: Association for Consumer Research, 255-257. M. Wallendorf and P. Anderson, Provo, UT: Association for Consumer Research, 347-351. O'Guinn, Thomas C., Wei-Na Lee, and Ronald J. Faber (1986), "Acculturation: The Impact of Divergent Paths on Buyer Behavior," in Advances in Consumer Behavior, Vol. ���3�.�B��vKv�Jȼ���,�z|Y���sc��r��Y_V28��*/50-�FfE^5�n����6��ޟZl�O�3�M�'��?�g�θ���p���Ko�lrU9�����*/����wG�>���SV��[�?e���o�#*`3:`�m(��NTz�f5A��2Ӡ�ʼx���|ԮC��e)�b�"8��票������n���K��^6u�۠��s��2/���{�|����� 7�?�w`A(�����$s��~�ݐސ$�����h�~���W��w�h �o In contrast, studies of Europe are more likely to be cross-national (i.e., comparing consumer behavior in the U.S. with that of a Western European country, as noted with an "N" in Figure 3). 10, eds. 17, eds. 5, ed. J.C. Olson, Ann Arbor, MI: Association for Consumer Research, 684-687. 12, eds. Hester, Susan B. and Mary Yeun (1987), "The Influence of Country of Origin on Consumer Attitude and Buying Behavior in the United States and Canada," in Advances in Consumer Research, Vol.

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