TY - JOUR
T1 - Culture and consumer behavior
T2 - The role of horizontal and vertical cultural factors
AU - Shavitt, Sharon
AU - Cho, Hyewon
N1 - Publisher Copyright:
© 2015 Elsevier Ltd.
PY - 2016/4/1
Y1 - 2016/4/1
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=84953740590&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84953740590&partnerID=8YFLogxK
U2 - 10.1016/j.copsyc.2015.11.007
DO - 10.1016/j.copsyc.2015.11.007
M3 - Review article
AN - SCOPUS:84953740590
SN - 2352-250X
VL - 8
SP - 149
EP - 154
JO - Current Opinion in Psychology
JF - Current Opinion in Psychology
ER -