Categories of Cultural Variations

Sharon Shavitt, Minkyung Koo

Research output: Chapter in Book/Report/Conference proceedingChapter


Research in consumer behavior and social psychology has addressed the role of culture in multiple ways—across nations, across ethnic groups within nations, across individuals within nations (focusing on cultural orientation), and across situations through the priming of cultural values. These studies have established that regardless of how culture is studied, cultural distinctions have important implications for advertising content, persuasiveness of appeals, consumer motivation, and consumer judgment processes. The findings often emerge in parallel across these cultural operationalizations. Our chapter reviews the implications of these cultural differences for consumer attitudes, information processing, and persuasion.
Original languageEnglish (US)
Title of host publicationHandbook of Culture and Consumer Behavior
EditorsSharon Ng, Angela Y Lee
PublisherOxford University Press
ISBN (Print)9780199388516
StatePublished - 2015

Publication series

NameFrontiers in Culture and Psychology


  • culture
  • appeals
  • information processing
  • attitude
  • persuasion


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