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.
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。
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