Abstract
This chapter reviews the major cultural constructs of individualism/collectivism, independent/interdependent self-construal, and analytic-holistic thinking, and the cognitive processes and behaviors associated with these distinct cultural categories. It also reviews the implications of these distinctions for processes and outcomes relevant to the consumer context such as preferences, judgments, decision making, purchase behavior, and the persuasiveness of advertising appeals.
| Original language | English (US) |
|---|---|
| Title of host publication | Wiley International Encyclopedia of Marketing |
| Editors | Jagdish Sheth, Naresh Malhotra |
| Publisher | Wiley |
| Pages | 1-9 |
| Number of pages | 9 |
| ISBN (Electronic) | 9781444316568 |
| ISBN (Print) | 9781405161787 |
| DOIs | |
| State | Published - Dec 15 2010 |
Keywords
- analytic-holistic thinking
- cross-cultural consumer behaviour
- cross-cultural psychology
- independent-interdependent self-construals
- individualism-collectivism
ASJC Scopus subject areas
- General Economics, Econometrics and Finance
- General Business, Management and Accounting
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