Decomposition of cross-country differences in consumer attitudes toward marketing
Document Type
Journal article
Source Publication
Journal of Consumer Marketing
Publication Date
1-1-2012
Volume
29
Issue
3
First Page
214
Last Page
224
Keywords
Attitudes, Canada, China, Consumer attitudes toward marketing, Cross-cultural consumer research, Decomposition, International marketing, Marketing strategy Cross cultural studies
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.
DOI
10.1108/07363761211221747
Print ISSN
07363761
E-ISSN
20521200
Publisher Statement
Copyright © Emerald Group Publishing Limited
Access to external full text or publisher's version may require subscription.
Full-text Version
Publisher’s Version
Language
English
Recommended Citation
Cui, G., Lui, H.‐K., Chan, T.‐S., & Joy, A. (2012). Decomposition of cross‐country differences in consumer attitudes toward marketing. Journal of Consumer Marketing, 29(3), 214-224. doi: 10.1108/07363761211221747