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Cross-cultural differences in consumer decision-making styles

Leo, Cheryl, Bennett, Rebekah, & Hartel, Charmine E. J. (2005) Cross-cultural differences in consumer decision-making styles. Cross Cultural Management, 12(3), pp. 32-62.

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Abstract

This article compares consumer decision-making styles between Singaporeans and Australians. Utilizing Hofstede's framework, the paper argues that cultural dimensions influence consumer decision-making styles. It is essential that managers understand cross-cultural consumer decision-making styles to make strategic decisions or effectively handle members of these nationalities. Marked differences were found between the two populations for: brand consciousness, innovativeness and confused by overchoice. The results suggest that some consumer decision-making styles differ due to consumers' cultural values. Managerial implications and future research directions are discussed.

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ID Code: 13244
Item Type: Journal Article
Keywords: Rebekah Russell-Bennett
DOI: 10.1108/13527600510798060
ISSN: 1352-7606
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Copyright Owner: Copyright 2005 Emerald Publishing
Copyright Statement: Reproduced in accordance with the copyright policy of the publisher.
Deposited On: 07 Apr 2008
Last Modified: 29 Feb 2012 23:25

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