Cross Cultural Issues in Consumer Science and Consumer Psychology

Abstract

Regardless of whether the research goal is to establish cultural universals or to identify and explain cross-cultural differences, researchers need measures that are comparable across different cultures when conducting cross-cultural studies. In this chapter we describe two major strategies for enhancing cross-cultural comparability. First, we discuss a priori methods to ensure the comparability of data in cross-cultural surveys. In particular, we review findings on cross-cultural differences based on the psychology of survey response and provide suggestions on how to deal with these cultural differences in the survey design stage. Second, we discuss post hoc methods to ascertain data comparability and enable comparisons in the presence of threats to equivalence.

Effect of Cultural Distinctiveness and Perception of Digital Advertising Appeals on Online Purchase Intention of Clothing Brands: Moderation of Gender Egalitarianism

“…Likewise, the GLOBE model suggested that cultural values serve as the locus points and people make decisions based on the perceived similarity of the behavior in question [39]. In verily, these theories affirmed that the congruency of ad appeals (verbal or non-verbal cues) are expected to cause a consumer to be attracted to culturally convergent advertising, leading toward self-affirmation [40]. Additionally, these culturally convergent ad appeals are expected to be trusted as socially accepted concerning the adoption of the advertised product or brand as liked.…”

“…There are two facets of cultural variables that must be well thought out in advertising research. First, is the study interested in learning about the desirable (what people should do) or the desired (what people want to do) [40,42]? Usually, the answers to the questions of what an individual does and what one thinks should be done are inversely correlated.…”