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A consumer cultural paradox: exploring the tensions between traditional and international education

A consumer cultural paradox: exploring the tensions between traditional and international education In a globalized world, consumers embrace mutually conflicting cultural values rather than making exclusive, either/or choices. As a result, they experience multiple tensions, a phenomenon that can be identified as the consumer cultural paradox. Despite clear interest in the influence of local/global culture on consumers, knowledge of how conflicting cultural elements shape consumer behavior remains limited. To address these issues, the current article seeks to identify higher- and lower-level tensions inherent in the consumer cultural paradox.Design/methodology/approachUsing in-depth interviews, the authors investigate tensions experienced by Chinese consumers of international private education services. This study applies a paradox lens, a tension-based conceptual approach that is well suited for studying consumer paradoxes.FindingsTen lower-level tensions of the consumer cultural paradox arise in the focal international service context; these tensions in turn form three higher-level tensions.Originality/valueThe study is among the first in marketing to use a paradox lens and empirical research to delineate multiple dimensions of the consumer cultural paradox, then categorize them into lower and higher-level tensions. The findings offer theoretical and managerial implications, in that recognizing the multiple tensions experienced by consumers allows scholars and marketers to gain a better understanding of how consumers perceive and evaluate services from different cultures. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

A consumer cultural paradox: exploring the tensions between traditional and international education

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References (110)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0265-1335
DOI
10.1108/imr-05-2021-0177
Publisher site
See Article on Publisher Site

Abstract

In a globalized world, consumers embrace mutually conflicting cultural values rather than making exclusive, either/or choices. As a result, they experience multiple tensions, a phenomenon that can be identified as the consumer cultural paradox. Despite clear interest in the influence of local/global culture on consumers, knowledge of how conflicting cultural elements shape consumer behavior remains limited. To address these issues, the current article seeks to identify higher- and lower-level tensions inherent in the consumer cultural paradox.Design/methodology/approachUsing in-depth interviews, the authors investigate tensions experienced by Chinese consumers of international private education services. This study applies a paradox lens, a tension-based conceptual approach that is well suited for studying consumer paradoxes.FindingsTen lower-level tensions of the consumer cultural paradox arise in the focal international service context; these tensions in turn form three higher-level tensions.Originality/valueThe study is among the first in marketing to use a paradox lens and empirical research to delineate multiple dimensions of the consumer cultural paradox, then categorize them into lower and higher-level tensions. The findings offer theoretical and managerial implications, in that recognizing the multiple tensions experienced by consumers allows scholars and marketers to gain a better understanding of how consumers perceive and evaluate services from different cultures.

Journal

International Marketing ReviewEmerald Publishing

Published: Aug 4, 2022

Keywords: Consumer cultural paradox; International education; China; Intercultural service encounters; Acculturation; Multiculturation

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