Reflections on the meaning and structure of the horizontal/vertical distinction

Sharon Shavitt, Jing Zhang, Carlos J. Torelli, Ashok K. Lalwani

Research output: Contribution to journalArticle

Abstract

The commentaries by Aaker (2006), Meyers-Levy (2006), and Oyserman (2006) extend the implications of the horizontal/vertical distinction described in our article (Shavitt, Lalwani, Zhang, & Torelli, 2006) in a number of interesting directions. We join these authors in calling for further research on horizontal and vertical individualism and collectivism constructs. We also highlight conceptual and structural issues that remain to be resolved and evaluate priming and other operational approaches to the study of horizontal and vertical individualism and collectivism.

Original languageEnglish (US)
Pages (from-to)357-362
Number of pages6
JournalJournal of Consumer Psychology
Volume16
Issue number4
DOIs
StatePublished - 2006

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

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