Comparing dimensions of national culture for secondary analysis of consumer behavior data of different countries

Comparing dimensions of national culture for secondary analysis of consumer behavior data of... PurposeThe purpose of this paper is to find consumption-related similarities and differences between the three major dimensional models of national culture, to help researchers select specific models or dimensions for their cross-cultural studies.Design/methodology/approachFirst, a review of the theoretical background of cultural values and three models of national culture is provided: those by Hofstede, Schwartz and GLOBE. Then these models are compared through partial correlation analysis, controlling for GNP/capita of a set of 25 relevant consumer behavior-related data with country scores of 21 dimensions of the three dimensional models.FindingsOf all models several dimensions explain differences in consumer behavior. Some dimensions explain values related to specific consumer behavior domains better than others. Only a few dimensions of different models do not show meaningful interesting relationships with consumer behavior issues. Dimensions with the same label do not explain similar differences.Practical implicationsCross-cultural researchers can choose from the several cultural models, but selecting a model only based on descriptions of the contents of dimensions is difficult. The relationships of dimensions with concrete consumer behavior data found in this study facilitate choice. This analysis may help researchers who consider conducting cross-cultural analysis of consumer behavior data to select a specific model, or specific dimensions of different models that apply best to their research question.Originality/valueThis is the first study that compares the three major dimensional models with examples of consumer behavior-related items. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

Comparing dimensions of national culture for secondary analysis of consumer behavior data of different countries

International Marketing Review, Volume 34 (3): 13 – May 8, 2017

Comparing dimensions of national culture for secondary analysis of consumer behavior data of different countries

Purpose – The purpose of this paper is to find consumption-related similarities and differences between the three major dimensional models of national culture, to help researchers select specific models or dimensions for their cross-cultural studies. Design/methodology/approach – First, a review of the theoretical background of cultural values and three models of national culture is provided: those by Hofstede, Schwartz and GLOBE. Then these models are compared through partial correlation analysis, controlling for GNP/capita of a set of 25 relevant consumer behavior-related data with country scores of 21 dimensions of the three dimensional models. Findings – Of all models several dimensions explain differences in consumer behavior. Some dimensions explain values related to specific consumer behavior domains better than others. Only a few dimensions of different models do not show meaningful interesting relationships with consumer behavior issues. Dimensions with the same label do not explain similar differences. Practical implications – Cross-cultural researchers can choose from the several cultural models, but selecting a model only based on descriptions of the contents of dimensions is difficult. The relationships of dimensions with concrete consumer behavior data found in this study facilitate choice. This analysis may help researchers who consider conducting cross-cultural analysis of consumer behavior data to select a specific model, or specific dimensions of different models that apply best to their research question. Originality/value – This is the first study that compares the three major dimensional models with examples of consumer behavior-related items. Keywords Culture, Hofstede, Schwartz, GLOBE, Cross-cultural research, Dimensional models Paper type Research paper Introduction Cultural values can be most powerful explanations of, and influences on consumer behavior (Terlutter et al., 2006). For cross-cultural research in...
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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0265-1335
DOI
10.1108/IMR-02-2016-0047
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to find consumption-related similarities and differences between the three major dimensional models of national culture, to help researchers select specific models or dimensions for their cross-cultural studies.Design/methodology/approachFirst, a review of the theoretical background of cultural values and three models of national culture is provided: those by Hofstede, Schwartz and GLOBE. Then these models are compared through partial correlation analysis, controlling for GNP/capita of a set of 25 relevant consumer behavior-related data with country scores of 21 dimensions of the three dimensional models.FindingsOf all models several dimensions explain differences in consumer behavior. Some dimensions explain values related to specific consumer behavior domains better than others. Only a few dimensions of different models do not show meaningful interesting relationships with consumer behavior issues. Dimensions with the same label do not explain similar differences.Practical implicationsCross-cultural researchers can choose from the several cultural models, but selecting a model only based on descriptions of the contents of dimensions is difficult. The relationships of dimensions with concrete consumer behavior data found in this study facilitate choice. This analysis may help researchers who consider conducting cross-cultural analysis of consumer behavior data to select a specific model, or specific dimensions of different models that apply best to their research question.Originality/valueThis is the first study that compares the three major dimensional models with examples of consumer behavior-related items.

Journal

International Marketing ReviewEmerald Publishing

Published: May 8, 2017

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