Cultural Antecedents to the Normative, Affective, and Cognitive Effects of Domestic Versus Foreign Purchase Behavior

Abstract

The paper aims to investigate simultaneous and independent effects of cognitive, affective, and normative (CAN) decision mechanisms and cultural elements on consumer purchase behavior of foreign and domestic products. The study uses a survey to collect data from 5 086 respondents across 19 nations. The findings suggest that CAN factors independently affect purchase decisions for domestic, but not always foreign goods. Collectivism and uncertainty avoidance directly and differentially affect the CAN mechanisms. By explaining the effects of CAN and cultural elements on foreign and domestic purchase behaviour and offering product positioning strategies to internationally operating business managers the study provides important research and practical implications. The originality and value of this research lies in the theoretically proposed and empirically tested model, which incorporates consumer ethnocentrism, quality importance, national identification, cultural antecedents (collectivism and uncertainty avoidance) and domestic/ foreign product purchase behaviour.

Towards the smart tourism destination: Key factors in information source use on the tourist shopping journey

“…The result is a three-dimensional model combining: 1) the cognitive dimension, composed of performance expectancy and effort expectancy, 2) the normative dimension, measured by social influence, and 3) the affective dimension, an integration of positive and negative emotions. The model has been successfully validated in previous studies ( Conner, Reardon, Miller, Salciuviene, & Auruskeviciene, 2017 ; Olarte, Pelegrín, & Reinares, 2017 ; Reinares-Lara, Olarte-Pascual, & Pelegrín-Borondo, 2018 ). In the present study the CAN model has been extended to a new context in order to identify the factors that influence tourists' use of information sources in their purchase decision-making at destinations ( Fig.…”

Individual Cultural Values and Consumer Animosity: Chinese Consumers’ Attitude Toward American Products

“…Therefore, consumers from collectivist cultures may more easily develop a hostile attitude toward national out-groups. In addition, collectivist consumers may perceive their identity as merged with their national identity (Conner et al, 2017), and consumer animosity is anger toward a country in response to a threat to the national image (Huang et al, 2010). As they may perceive themselves as protecting their nation's identity from outside threats, collectivist consumers can be expected to harbor more animosity.…”

“…As a result of the globalization of markets and the diversification of consumer segments, interest in the influence of culture on consumer attitude and behavior has considerably increased (Conner, Reardon, Miller, Salciuviene, & Auruskeviciene, 2017). Culture has been investigated in depth in the marketing and business literature (Samuel Craig & Douglas, 2006;Warner-Søderholm, 2012).…”

“…Culture has been investigated in depth in the marketing and business literature (Samuel Craig & Douglas, 2006;Warner-Søderholm, 2012). Awareness of the importance of individual cultural values has been growing in recent years, and cultural values are being examined as antecedents to consumer behaviors and attitudes (Conner et al, 2017;Gürhan-Canli & Maheswaran, 2000;Sharma, 2011;Yoo & Donthu, 2005;Yoo & Shin, 2017;Yoon, 2009). Consumers' individual cultural values shape their attitudes and behaviors, but how they influence consumer animosity is less studied (Han, 2017).…”

International Trade Related Decion Making Across Different Managerial Levels: the Case of SMEs

“…E. g., one of such factors can be cultural antecedents and their impact on decision making process in purchase of foreign or domestic goods where internationally operating managers have to respond to customer behavior and adapt market access strategies to this factor (Conner et al 2017).…”