Decomposition of cross-country differences in consumer attitudes toward marketing

Geng CUI, Hon Kwong LUI, Tsang Sing CHAN, Annamma JOY

Research output: Journal PublicationsJournal Article (refereed)

5 Citations (Scopus)

Abstract

Purpose: Previous studies have found significant differences in consumer attitudes toward marketing between countries and attributed such variations to differences in the stage of consumerism development and cultural values. This study aims to test these competing hypotheses using econometric decomposition to identify the source of such cross-country variations. Design/methodology/approach: Using survey data of consumer attitudes toward marketing from China and Canada, this study adopts econometric decomposition to examine the cross-country difference in consumer attitudes toward marketing. Findings: The results show that Chinese consumers have more positive attitudes toward marketing than Canadians and the two countries differ significantly across all predictor variables. However, the results of decomposition suggest that consumerism, individualism and relativism do not have any significant effect on the country gap in consumer attitudes toward marketing, while idealism has a significant coefficient effect. Research limitations/implications: The study finds different effects of cultural values on consumer attitudes across countries and has meaningful implications for international marketing strategies. Originality/value: The study investigates the sources of cross-national differences in consumer attitudes toward marketing using rigorous analyses to improve the accuracy of cultural attribution for international marketing and cross-cultural consumer research.
Original languageEnglish
Pages (from-to)214-224
Number of pages11
JournalJournal of Consumer Marketing
Volume29
Issue number3
DOIs
Publication statusPublished - 1 Jan 2012

Fingerprint

Marketing
Country differences
Decomposition
Consumer attitudes
Consumerism
Econometrics
Cultural values
Design methodology
Consumer research
Coefficients
Relativism
Cross-national
International marketing strategy
Predictors
Survey data
International marketing
China
Chinese consumers
Individualism
Idealism

Keywords

  • Attitudes
  • Canada
  • China
  • Consumer attitudes toward marketing
  • Cross-cultural consumer research
  • Decomposition
  • International marketing
  • Marketing strategy Cross cultural studies

Cite this

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title = "Decomposition of cross-country differences in consumer attitudes toward marketing",
abstract = "Purpose: Previous studies have found significant differences in consumer attitudes toward marketing between countries and attributed such variations to differences in the stage of consumerism development and cultural values. This study aims to test these competing hypotheses using econometric decomposition to identify the source of such cross-country variations. Design/methodology/approach: Using survey data of consumer attitudes toward marketing from China and Canada, this study adopts econometric decomposition to examine the cross-country difference in consumer attitudes toward marketing. Findings: The results show that Chinese consumers have more positive attitudes toward marketing than Canadians and the two countries differ significantly across all predictor variables. However, the results of decomposition suggest that consumerism, individualism and relativism do not have any significant effect on the country gap in consumer attitudes toward marketing, while idealism has a significant coefficient effect. Research limitations/implications: The study finds different effects of cultural values on consumer attitudes across countries and has meaningful implications for international marketing strategies. Originality/value: The study investigates the sources of cross-national differences in consumer attitudes toward marketing using rigorous analyses to improve the accuracy of cultural attribution for international marketing and cross-cultural consumer research.",
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author = "Geng CUI and LUI, {Hon Kwong} and CHAN, {Tsang Sing} and Annamma JOY",
year = "2012",
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Decomposition of cross-country differences in consumer attitudes toward marketing. / CUI, Geng; LUI, Hon Kwong; CHAN, Tsang Sing; JOY, Annamma.

In: Journal of Consumer Marketing, Vol. 29, No. 3, 01.01.2012, p. 214-224.

Research output: Journal PublicationsJournal Article (refereed)

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AU - JOY, Annamma

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AB - Purpose: Previous studies have found significant differences in consumer attitudes toward marketing between countries and attributed such variations to differences in the stage of consumerism development and cultural values. This study aims to test these competing hypotheses using econometric decomposition to identify the source of such cross-country variations. Design/methodology/approach: Using survey data of consumer attitudes toward marketing from China and Canada, this study adopts econometric decomposition to examine the cross-country difference in consumer attitudes toward marketing. Findings: The results show that Chinese consumers have more positive attitudes toward marketing than Canadians and the two countries differ significantly across all predictor variables. However, the results of decomposition suggest that consumerism, individualism and relativism do not have any significant effect on the country gap in consumer attitudes toward marketing, while idealism has a significant coefficient effect. Research limitations/implications: The study finds different effects of cultural values on consumer attitudes across countries and has meaningful implications for international marketing strategies. Originality/value: The study investigates the sources of cross-national differences in consumer attitudes toward marketing using rigorous analyses to improve the accuracy of cultural attribution for international marketing and cross-cultural consumer research.

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KW - China

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