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本文引用的文献

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Horizontal and Vertical Cultural Differences in the Content of Advertising Appeals.广告诉求内容中的横向和纵向文化差异。
J Int Consum Mark. 2011 May 1;23(3-4):297-310.
2
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Psychol Rev. 2014 Oct;121(4):619-48. doi: 10.1037/a0037666.
3
Prosocial spending and well-being: cross-cultural evidence for a psychological universal.亲社会支出与幸福感：心理普遍性的跨文化证据。
J Pers Soc Psychol. 2013 Apr;104(4):635-52. doi: 10.1037/a0031578. Epub 2013 Feb 18.
4
The Impact of Power on Information Processing Depends on Cultural Orientation.权力对信息处理的影响取决于文化取向。
J Exp Soc Psychol. 2011 Sep 1;47(5):959-967. doi: 10.1016/j.jesp.2011.04.003.
5
Culture and concepts of power.文化与权力观念。
J Pers Soc Psychol. 2010 Oct;99(4):703-23. doi: 10.1037/a0019973.
6
Identity-Based Motivation: Constraints and Opportunities in Consumer Research.基于身份的动机：消费者研究中的限制与机遇
J Consum Psychol. 2009 Jul 1;19(3):261-266. doi: 10.1016/j.jcps.2009.05.009.
7
What is the relation between cultural orientation and socially desirable responding?文化取向与社会期望反应之间的关系是什么？
J Pers Soc Psychol. 2006 Jan;90(1):165-78. doi: 10.1037/0022-3514.90.1.165.
8
Cultural styles, relational schemas, and prejudice against out-groups.文化风格、关系模式与对外群体的偏见。
J Pers Soc Psychol. 2000 Aug;79(2):174-89. doi: 10.1037//0022-3514.79.2.174.
9
Controlling other people. The impact of power on stereotyping.控制他人。权力对刻板印象的影响。
Am Psychol. 1993 Jun;48(6):621-8. doi: 10.1037//0003-066x.48.6.621.

文化与消费者行为：横向和纵向文化因素的作用

Culture and Consumer Behavior: The Role of Horizontal and Vertical Cultural Factors.

作者信息

Shavitt Sharon, Cho Hyewon

机构信息

University of Illinois at Urbana-Champaign.

出版信息

Curr Opin Psychol. 2016 Apr;8:149-154. doi: 10.1016/j.copsyc.2015.11.007. Epub 2015 Dec 12.

DOI:10.1016/j.copsyc.2015.11.007
PMID:28083559
原文链接:https://pmc.ncbi.nlm.nih.gov/articles/PMC5222543/
Abstract

We examine the influence of culture on consumer behavior with a particular focus on horizontal and vertical individualism and collectivism. Cultures vary in their propensity to emphasize hierarchy, a distinction captured by examining horizontal/vertical cultural orientations or contexts. These cultural factors pattern personal values and goals, power concepts, and normative expectations applied to the exercise of power. We review implications for how consumers respond to brands in the marketplace, service providers, and each others' needs.

摘要

我们研究文化对消费者行为的影响，特别关注水平和垂直个人主义与集体主义。不同文化在强调等级制度的倾向方面存在差异，这种差异可以通过考察水平/垂直文化取向或背景来体现。这些文化因素塑造了个人价值观和目标、权力观念以及适用于权力行使的规范期望。我们审视了这些因素对消费者在市场中如何回应品牌、服务提供者以及彼此需求的影响。