The influence of culture upon consumers’ desired value perceptions: A research agenda

Abstract

Although consumer consumption occurs globally, the value that consumers perceive from buying and using a product or service likely differs across cultures. We show that consumer perceptions of product/service value are determined not only by intrinsic dispositions, but also by internalized cultural values and norms, and external contextual factors. This article conceptually examines how and where culture influences consumer value. Following a review of the literature on consumer value and culture, we offer an integrative model that conceptualizes culture as a metaphorical lens influencing the meaning and relative importance of the content and structure of a consumer’s means-end value hierarchy. We discuss the implications for a future research program.

Support for the 2014 FIFA World Cup and the 2016 Olympic Games

“…For example, when consumers decide to buy a product, they consider product attributes to foresee future benefits they can get from buying it (Overby, Woodruff, & Gardial, 2005).Based on the means-end chain proposition (Gutman, 1982), respondents in this research might have behaved as "consumers" of sport mega-events as they used concrete clues to evaluate possible legacies and, consequently, deliver support. In other words, the respondents have harbored perceptions of desired ends (positive legacies) based on means (work done in preparation).…”

Shopping enjoyment and store shopping modes: The moderating influence of chronic time pressure

“…1 is consistent with the work of Woodruff (1997), who recognized that tangible attributes and intangible consequences contribute to a consumer's memory schema or the content of consumer value. We apply this principle in a store shopping context, assuming that consumers cognitively link characteristics or features of retailers (attributes) into shopping experiences (consequences) (Overby et al, 2005). For instance, when choosing a retail store, consumers may desire nice displays of merchandise (tangible attributes) to feel a sense of hedonism (intangible consequences).…”

Incorporating Markov chain modelling and QFD into Kansei engineering applied to services

“…Whilst Indonesian and Singaporean shared a common Kansei 'elegant' which correlate with their common cultural dimension of 'power distance'. It is clear that different cultures might exhibit the greatest influence on perception, information strategies, cognitive structures, and the intensity of wants and needs (Overby et al, 2005).…”