A comparison of Australian and Singaporean consumer decision-making styles
It is important to understand the differences and similarities between cultures as they influence consumer attitudes and behaviours (Aaker and Maheswaran 1997). Most research in customer behaviour, however, is primarily focused on western cultures which are characterized as individualistic, low in uncertainty-avoidance, masculine, short-term oriented and low in power-distance (Hofstede 201; 1980). There is little research that directly compares consumer behaviour in both western and eastern cultures. Any research that has been done tends to use student samples and not real consumers.
This study examines cultural differences between Singapore and Australia, as two key trading partners in the Asia-Pacific which have been shown to have different cultural values (Hofstede 1980). The findings show support for consumer behaviour differences in brand-consciousness, innovativeness, and confusion by overchoice decision-making styles.
Keywords: cross-cultural, decision-making, consumer, Hofstede
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|Item Type:||Journal Article|
|Keywords:||cross-cultural, decision making, consumer, Hofstede, Rebekah Russell-Bennett|
|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 Westburn Publishers|
|Copyright Statement:||"Author Posting © Westburn Publishers Ltd, . This is a post-peer-review, pre-copy-edit version of an article which has been published in its definitive form in the [Journal of Customer Behavior], and has been posted by permission of Westburn Publishers Ltd for personal use, not for redistribution. The article was published in [Journal of Customer Behavior 4(1):pp. 17-45. http://dx.doi.org/10.1362/1475392053750324"|
|Deposited On:||26 Aug 2008|
|Last Modified:||29 Feb 2012 23:25|
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