Skip to main content
SpringerLink
Log in

Cross-National Consumer Research Traditions

  • Chapter
Research traditions in marketing

Part of the book series: International Series in Quantitative Marketing ((ISQM,volume 5))

Abstract

Cross-national consumer research is one of the most challenging and exciting areas of consumer inquiry. As a clearly defined stream of research, it first emerged in the US in the early 1970s. The initial impetus for this research came from a growing recognition of the importance of understanding consumer behavior as a basis for developing effective marketing strategies, combined with an awakening interest in market opportunities in other countries. Thus, in both academic and industry circles, greater awareness of a need to understand differences and similarities in customer behavior and response patterns in diverse settings began to emerge.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 189.00
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 249.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 249.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  • Alden, Danat; Hoyer, Wayne D.; and Wechasara, Guntales. 1989, “Choice strategies and involvement: A cross-cultural analysis,” Advances in Consumer Research, Vol. 16, pp. 119–126.

    Article  Google Scholar 

  • Anderson, Ronald and Engledow, Jack. 1977, “A factor analytic comparison of U.S. and German information seekers,” Journal of Consumer Research, Vol. 3, No. 4 (March), pp. 185–196.

    Article  Google Scholar 

  • Arnould, Eric J. 1989, “Toward a broadened theory of preference formulation and the diffusion of innovations: Cases from Zinder province, Niger Republic,” Journal of Consumer Research, Vol. 16, No. 2 (September), pp. 239–267.

    Article  Google Scholar 

  • Arnould, Eric J. and Wilk, Richard R. 1984, “Why do the natives wear Adidas?” Advances in Consumer Research, Vol. 11, pp. 748–752.

    Google Scholar 

  • Beatty, Sharon; Homer, Pamela M.; and Kahle, Lynn R. 1988, “Problems with VALS in international marketing research: An example from an application of the empirical mirror technique,” Advances in Consumer Research, Vol. 15, pp. 375–380.

    Google Scholar 

  • Beatty, Sharon E.; Kahle, Lynn R.; and Homer, Pamela. 1991, “Personal values and gift-giving behaviors: A study across cultures,” Journal of Business Research, Vol. 22, No. 2, pp. 149–157.

    Article  Google Scholar 

  • Belk, Russell W. and Bryce, Wendy J. 1986, “Materialism and individual determinism in U.S. and Japanese print and television advertising,” Advances in Consumer Research, Vol. 13, pp. 568–572.

    Google Scholar 

  • Berry, J. W. 1969, “On cross-cultural comparability,” International Journal of Psychology,Vol. 4, No. 2, pp. 119–128.

    Article  Google Scholar 

  • Boddewyn, Jean J. 1981, “Comparative marketing: The first twenty-five years,” Journal of International Business Studies,Vol. 12, No. 1 (Spring/Summer), pp. 61–79.

    Article  Google Scholar 

  • Child, John 1981, “Culture, contingency and capitalism in the cross-national study of organizations,” Research in Organizational Behavior,Vol. 3, JAI Press, Greenwich, CT, pp. 303–356.

    Google Scholar 

  • Cote, Joseph A. and Tansuhaj, Patriya A. 1989, “Culture bound assumptions in behavior intention models,” Advances in Consumer Research, Vol. 16, pp. 105–109.

    Google Scholar 

  • Cox, Reavis 1965, “The search for universals in comparative studies of domestic marketing systems,” Marketing and Economic Development: Proceedings of the 1965 Fall Conference, ed. P. D. Bennett, American Marketing Association, Chicago, pp. 143–162.

    Google Scholar 

  • Darling, J. and Wood, V. 1990, A longitudinal study of comparing perceptions of U.S. and Japanese consumer products in a third/neutral country: Finland 1975 to 1985. Journal of International Business Studies, Vol. 21, No. 3, pp. 427–450.

    Article  Google Scholar 

  • Dawson, Scott and Bamossy, Gary 1990, “Isolating the effect of non-economic factors on the development of a consumer culture: A comparison of materialism in the Netherlands and the United States,” Advances in Consumer Research, Vol. 17, pp. 182–185.

    Google Scholar 

  • Douglas, Susan P. 1976, “Cross-national comparisons and consumer stereotypes: A case study of working and non-working wives in the U.S. and France,” Journal of Consumer Research, Vol. 3, No. 1 (June), pp. 12–20.

    Article  Google Scholar 

  • Elder, Joseph W. 1976, “Comparative cross-national methodology,” Annual Review of Sociology, Vol. 2, eds. Alex Inkeles, James Coleman, and Neil Smelser, Annual Reviews, Inc., Palo Alto, CA, pp. 209–230.

    Google Scholar 

  • Ellis, Seth; McCullough, James; Wallendorf, Melanie; and Tan, Chin Tiong, 1985, “Cultural values and behavior: Chineseness within geographic boundaries,” Advances in Consumer Research, Vol. 12, pp. 126–128.

    Google Scholar 

  • Farley, John U. 1986, “Are there truly international products-and prime prospects for them?” Journal of Advertising Research, Vol. 26, No. 5, pp. 17–20..

    Google Scholar 

  • Farmer, R. N., ed. 1984, Comparative Management Essays in Contemporary Thought, JAI Press, Greenwich, CT.

    Google Scholar 

  • Gatignon, Hubert; Eliashberg, Joshua; and Robertson, Thomas S. 1990, “Determinants of diffusion patterns: A cross-country analysis,” Marketing Science, Vol. 8, No. 3 (Summer), pp. 231–247.

    Article  Google Scholar 

  • Ger, Guliz and Belk, Russell W. 1990, “Measuring and comparing materialism cross-culturally,” Advances in Consumer Research, Vol. 17, pp. 186–192.

    Google Scholar 

  • Green, Robert I. and Langeard, Eric 1975, “A cross-national comparison of consumer habits and innovator characteristics,” Journal of Marketing, Vol. 39, No. 3 (July), pp. 34–41.

    Article  Google Scholar 

  • Green, Robert T. and Cunningham, Isabella C. M. 1980, “Family purchasing roles in two countries,” Journal of International Business Studies, Vol. 11, No. 1, pp. 92–97.

    Article  Google Scholar 

  • Green, Robert T.; Leonardi, Jean-Paul; Chandon, Jean-Louis; Cunningham, Isabella C. M.; Verhage, Bronis; and Strazzieri, Alain 1983, “Societal development and family purchasing roles: A cross-national study,” Journal of Consumer Research, Vol. 9, No. 4 (March), pp. 436–442.

    Article  Google Scholar 

  • Grunert, Susanne C. and Scherhorn, Gerhard 1990, “Consumer values in West Germany underlying dimensions and cross-cultural comparison with North America,” Journal of Business Research, Vol. 20, No. 2 (March), pp. 97–107.

    Article  Google Scholar 

  • Johansson, J.; Douglas, S. P.; and Nonaka, I. 1985, “Assessing the impact of country of origin on product evaluations: A new methodological perspective,” Journal of Marketing Research,Vol. 22, No. 4, (November), pp. 388–396.

    Article  Google Scholar 

  • Jolibert, Alain J. and Fernandez-Moreno, Carlos 1983, “A comparison of French and Mexican gift-giving practices,” Advances in Consumer Research, Vol. 10, pp. 191–196.

    Google Scholar 

  • Kahle, Lynn R. and Timmer, Susan Goff 1983, “A theory and a method for studying values,” Chapter 3 in Social Values and Social Change: Adaptation to Life in America, ed. Lynn R. Kahle, Praeger, New York, pp. 43–69.

    Google Scholar 

  • Kluckholn, F. R. and Strodbeck, F. L. 1961, Variations in Value Orientations,Row, Peterson, New York.

    Google Scholar 

  • Ko, Gary and Gentry, James W. 1991, “The development of time orientation measure for use in cross-cultural research,” Advances in Consumer Research,Vol. 18, pp. 135–142.

    Google Scholar 

  • McCracken, Grant 1986, “Culture and consumption: A theoretical account of the structure and movement of the cultural meaning of consumer goods,” Journal of Consumer Research, Vol. 13, No. 1 (June), pp. 71–84.

    Article  Google Scholar 

  • Mitchell, Vincent W. and Greatorex, Michael 1990, “Consumer purchasing in foreign countries: A perceived risk perspective,” International Journal of Advertising, Vol. 9, No. 3, pp. 295–307.

    Google Scholar 

  • Mueller, Barbara 1987, “Reflections of culture: An analysis of Japanese and American advertising appeals,” Journal of Advertising Research,Vol. 27, No. 3 (June/July), pp. 51–59.

    Google Scholar 

  • Pike, Kenneth 1966, Language in Relation to a Unified Theory of the Structure of Human Behavior, Mouton, The Hague.

    Google Scholar 

  • Plummer, Joseph 1977, “Consumer focus in cross-national research,” Journal of Advertising, Vol. 6, No. 2 (Spring), pp. 5–15.

    Google Scholar 

  • Preworski, A. and Teune, M. 1970, The Logic of Comparative Social Inquiry, Wiley-Interscience, New York.

    Google Scholar 

  • Reilly, Michael D. and Rathje, William L. 1985, “Consumption and status across cultural boundaries: Nonreactive evidence,” Advances in Consumer Research, Vol. 12, pp. 129–132.

    Google Scholar 

  • Rodman, H. 1972, “Market power and the theory of resources in a cross-cultural context,” Journal of Comparative Family Studies, Vol. 3, No. 1, pp. 50–67.

    Google Scholar 

  • Rogers, Everett M. and Shoemaker, F. Floyd 1971, Communication of Innovations, Second edition, The Free Press, New York.

    Google Scholar 

  • Rudmin, Floyd W. 1990, “German and Canadian data on motivations for ownership: Was Pythagoras right?” Advances in Consumer Research, Vol. 17, pp. 176–181.

    Google Scholar 

  • Sherry, John F. 1986, `The cultural perspective in consumer behavior,“ Advances in Consumer Research, Vol. 13, pp. 573–575.

    Google Scholar 

  • Sherry, John F., Jr. and Camargo, Eduardo G. 1987, “May your life be marvelous: English language labelling and the semiotics of Japanese promotion,” Journal of Consumer Research, Vol. 14, No. 2 (September), pp. 174–188.

    Article  Google Scholar 

  • Takada, Hirokozu and Jain, Dipak 1991, “Cross-national analysis of diffusion of consumer durable goods in Pacific Rim countries,” Journal of Marketing, Vol. 55, No. 2 (April), pp. 48–54.

    Article  Google Scholar 

  • Tan, Chin Tiong and Farley, John U. 1987, “The impact of cultural patterns on cognition and intention in Singapore,” Journal of Consumer Research, Vol. 12, No. 4 (March), pp. 540–544.

    Article  Google Scholar 

  • Tan, Chin Tiong and McCullough, James 1985, “Relating ethnic attitudes and consumption values in an Asian context,” Advances in Consumer Research, Vol. 12, pp. 122–125.

    Google Scholar 

  • Thorelli, Hans B. 1985, “Product information: Search and satisfaction: The PRC, overseas Chinese, and Thailand,” International Marketing Review, Vol. 2, No. 4, pp. 12–20.

    Article  Google Scholar 

  • Thorelli, Hans B. and Sentell, Gerald D. 1982, “The ecology of consumer markets in less and more developed countries,” European Journal of Marketing, Vol. 16, No. 6, pp. 54–63.

    Article  Google Scholar 

  • Thorelli, Hans B.; Shenzhao, Fu; and Sentell, Gerald D. 1986, “The middle class and the marketplace: The PRC, overseas Chinese, and Thailand,” Advances in International Marketing, Vol. 1, pp. 143–178.

    Google Scholar 

  • Triandis, Harry 1972, The Analysis of Subjective Culture,John Wiley and Sons, New York.

    Google Scholar 

  • Triandis, Harry C.; Malpass, Roy S.; and Davidson, Andrew R. 1973, “Psychology and culture,” Annual Review of Psychology, Vol. 23, pp. 355–378.

    Article  Google Scholar 

  • Tse, David K.; Belk, Russell W.; and Zhou, Nan 1989, “Becoming a consumer society: A longitudinal and cross-cultural context analysis of print ads from Hong Kong, the People’s Republic of China, and Taiwan,” Journal of Consumer Research, Vol. 15, No. 4 (March), pp. 457–472.

    Article  Google Scholar 

  • Tyler, Edward B., 1899, Primitive Culture, Murray, London.

    Google Scholar 

  • Verhage, Bronislaw J.; Yavas, Ugur; and Green, Robert T. 1990, “Perceived risk: A cross-cultural phenomenon?” International Journal of Research in Marketing, Vol. 7, No. 4, pp. 297–303.

    Article  Google Scholar 

  • Wallendorf, Melanie and Arnould, Eric J 1988, “My favorite things: A cross-cultural inquiry into object attachment, possessiveness, and social linkage,” Journal of Consumer Research, Vol. 14, No. 4 (March), pp. 531–547.

    Article  Google Scholar 

  • Ward, Scott; Klees, Donna M.; and Robertson, Thomas S. 1987, “Consumer socialization in different settings: An international perspective,” Advances in Consumer Research, Vol. 14, pp. 468–472.

    Google Scholar 

  • Ward, Scott; Robertson, Thomas S.; Klees, Donna M.; and Gatignon, Hubert 1986, “Children’s purchase requests and parental yielding: A cross-national study,” Advances in Consumer Research, Vol. 13, pp. 629–632.

    Google Scholar 

  • Wilk, Richard R. 1987, “House, home consumer decision-making in two countries,” Advances in Consumer Research, Vol. 14, pp. 303–307.

    Google Scholar 

  • Witowski, Terrence and Yamamoto, Yoshito 1991, “Omiyage gift purchasing by Japanese travelers in the U.S.,” Advances in Consumer Research, Vol. 18, pp. 123–128.

    Google Scholar 

Referecnes

  • Deshpande, R.; Hoyer W.; and Donthu N. 1986, “The intensity of ethnic affiliation: A study of the sociology of Hispanic consumption,” Journal of Consumer Research, Vol. 13, No. 2, pp. 214–220.

    Article  Google Scholar 

  • Dowling, G. and Walsh, P. 1990, “Describing the new product adoption behaviour of countries using a new product growth model,” Behavioural Science, Vol. 35, No. 4, pp. 269–280.

    Article  Google Scholar 

  • Foxman, E.; Tansuhaj, P. S.; and Wong, J. 1988, “Evaluating crossnational sales promotion strategy: An audit approach,” International Marketing Review, Vol. 5, No. 4, pp. 7–15.

    Article  Google Scholar 

  • Hirschman, E. 1981, “American Jewish ethnicity: Its relationship to some selected aspects of consumer behaviour,” Journal of Marketing, Vol. 45, No. 3, pp. 102–110.

    Article  Google Scholar 

  • Hofstede, G. 1980, Culture and Consequences: International Differences in Work Related Values, Sage, Beverly Hills, CA.

    Google Scholar 

  • Hofstede, G. 1983, “Dimensions of national cultures in 50 countries and 3 regions,” in Explorations in Cross-Cultural Psychology, eds. S. Deregowski and R. Annis, Swets and Zeitlinger, Lisse, Netherlands.

    Google Scholar 

  • Kaufman, C. and Hernandez, S. 1990, “ Barriers to coupon use: A view from the Bodega,” Journal of Advertising Research, Vol. 30, No. 5, pp. 18–25.

    Google Scholar 

  • Lee, S. and Barnes. J. 1989, “Using color preferences in magazine advertising,” Journal of Advertising Research,Vol. 29, No. 6, pp. 25–30.

    Google Scholar 

  • Leigh, J. and Gabel, T. 1992, “Symbolic interactionism: Its effects on consumer behaviour and implications for marketing strategy,” Journal of Services Marketing, Vol. 6, No. 3, pp. 5–16.

    Article  Google Scholar 

  • McCracken, G. 1990, “Culture and consumer behavior: An anthropological per-spective,” Journal of the Market Research Society, Vol. 32, No. 1, pp. 3–11.

    Google Scholar 

  • Netemeyer, R. G.; Durvasula, S. and Lichtenstein, D. 1991, “A cross-national assessment of the reliability and validity of the CETSCALE,” Journal of Marketing Research, Vol. 28, No. 3, pp. 320–327.

    Article  Google Scholar 

  • Papadopoulos, N.; Heslop, L. A. and Beracs, J. 1990, “National stereotypes and product evaluations in a socialist country,” International Marketing Review, Vol. 7, No. 1, pp. 32–47.

    Article  Google Scholar 

  • Pedrick, J. H. and Zufryden, F. 1991, “Evaluating the impact of advertising media plans: A model of consumer purchase dynamics using single-source data,” Marketing Science, Vol. 10, No. 2, pp. 111–130.

    Article  Google Scholar 

  • Punnet, B. J. and Ronen, S. 1985, “Cultural variables in cross national studies of organisations,” University of Windsor Working Paper, 0714–6169: no. 85–010.

    Google Scholar 

  • Spielvogel, C. 1989, “Global consumer segmentation crosses national lines,” Financier, Vol. 13, No. 10, pp. 37–40.

    Google Scholar 

  • Spielman, H. M. 1989, “Two views of advertising research: US vs UK,” Journal of the Market Research Society, Vol. 31, No. 4, pp. 537–543.

    Google Scholar 

  • Tansuhaj, P.; Gentry, J. W.; John, J.; Manzer, L. and Cho, B. J. 1991, “A cross-national examination of innovation resistance,” International Marketing Review, Vol. 8, No. 3, pp. 7–20.

    Article  Google Scholar 

  • Varadarajan, P. Rajan and Thirunarayana, P. N. 1990, “Consumer attitudes towards marketing practices, consumerism and government regulations: Cross-national perspectives,” European Journal of Marketing, Vol. 24, No. 6, pp. 6–23.

    Article  Google Scholar 

Referecnes

  • Alba, Richard 1990, Ethnic Identity: The Transformation of White America, Yale University Press, New Haven, CT.

    Google Scholar 

  • Dardis, R. and Soberon-Ferrer, H. 1992, “The demand for small cars in the United States: Implications for energy conservation strategies,” Journal of Consumer Policy, Vol. 15, No. 1, pp. 1–20.

    Article  Google Scholar 

  • Fitzgerald, Thomas 1974, Social and Cultural Identity, Southern Anthropological Association, Athens, GA.

    Google Scholar 

  • Gatignon, H. and Robertson, T. S. 1985, “A propositional inventory for new product diffusion research,” Journal of Consumer Research, Vol. 12, No. 4, pp. 849–67.

    Article  Google Scholar 

  • Gatignon, H.; Eliashberg, J.; and Robertson, T. S. 1990, “Determinants of diffusion patterns: A cross-country analysis,” Marketing Science, Vol. 8, No. 2, pp. 231–247.

    Google Scholar 

  • Glefjell, S. and Sto, E. 1990, “Effects of advertising regulations: The Norwegian consumer ombudsman,” Research Papers, The Norwegian National Institute for Consumer Research, Oslo.

    Google Scholar 

  • Hilger, M., Hoover, R.; and Sagert, J. 1985, “Characteristics of Mexican-American consumers,” Journal of Consumer Research, Vol. 12, No. 1, pp. 104–109.

    Article  Google Scholar 

  • Hirschman, E. 1981, “American Jewish ethnicity: Its relationship to some selected aspects of consumer behavior,” Journal of Marketing, Vol. 45, No. 1, pp. 102–110.

    Article  Google Scholar 

  • Hjorth-Anderson, C. 1984, “The concept of quality and the efficiency of markets for consumer products,” Journal of Consumer Research, Vol. 13, No. 2, pp. 149–154.

    Google Scholar 

  • Jaccard, J. J. and Jacobi, J. 1981, “The sources, meaning and validity of consumer complaint behavior: A psychological analysis,” Journal of Retailing, Vol. 57, No. 1, pp. 4–25.

    Google Scholar 

  • Jolibert, J. P. and Peterson, R. A. 1976, “A cross-national investigation of price and brand as determinants of perceived product quality,” Journal of Applied Psychology, Vol. 61, No. 4, pp. 533–536.

    Article  Google Scholar 

  • Kalwani, M. U. and Yim, C. K. 1992, “Consumer price and promotion expectations: An experimental study,” Journal of Marketing Research, Vol. 29, No. 2, pp. 90–100.

    Article  Google Scholar 

  • Lee, W. N. and Um, K. R. 1992, “Ethnicity and consumer product evaluation: A cross-cultural comparison of Korean immigrants and Americans,” Advances in Consumer Research, Vol. 19, No. 3, pp. 429–36.

    Google Scholar 

  • Maynes, E. S. 1988, The Frontier of Research in Consumer Interest, Columbia University Press, New York.

    Google Scholar 

  • Moyer, R. 1968, “International market analysis,” Journal of Marketing Research, Vol. 5, No. 2, pp. 353–60.

    Article  Google Scholar 

  • Padilla, A. M. 1980, Acculturation: Theory, Models and Some Findings, Westview Press, Boulder, CO.

    Google Scholar 

  • Reich, Norbert 1992, “Diverse approaches to consumer protection philosophy,” Journal of Consumer Policy,Vol. 14, No. 2, pp. 257–292.

    Article  Google Scholar 

  • Rogers, E. M. 1962, Diffusion of Innovations, Free Press, New York.

    Google Scholar 

  • Sethi, S. P. 1971, “Comparative cluster analysis for world markets,” Journal of Marketing Research, Vol. 8, No. 3, pp. 348–354.

    Article  Google Scholar 

  • Shipchandler, Z. E. 1972, “A cross-country study of consumer durables,” doctoral dissertation, Indiana University, Bloomington, IN.

    Google Scholar 

  • Uusitalo, L. 1990, “Consumer preferences for environmental quality and other social goods,” Journal of Consumer Policy, Vol. 13, No. 2, pp. 231–252.

    Article  Google Scholar 

  • Yamada, Y. and Ackerman, N. 1984, “Price-quality correlations in the Japanese market,” Journal of Consumer Affairs, Vol. 18, No. 2, pp. 251–265.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Stern School of Business, New York University, New York, NY, USA

    Susan P. Douglas, Maureen A. Morrin & C. Samuel Craig

Authors
  1. Susan P. Douglas
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Maureen A. Morrin
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. C. Samuel Craig
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. Groupe HEC, France

    Gilles Laurent

  2. Pennsylvania State University, USA

    Gary L. Lilien

  3. University of Paris Dauphine and ESSEC, France

    Bernard Pras

Rights and permissions

Reprints and permissions

Copyright information

© 1994 Springer Science+Business Media New York

About this chapter

Cite this chapter

Douglas, S.P., Morrin, M.A., Craig, C.S. (1994). Cross-National Consumer Research Traditions. In: Laurent, G., Lilien, G.L., Pras, B. (eds) Research traditions in marketing. International Series in Quantitative Marketing, vol 5. Springer, Dordrecht. https://doi.org/10.1007/978-94-011-1402-8_9

Download citation

  • DOI: https://doi.org/10.1007/978-94-011-1402-8_9

  • Publisher Name: Springer, Dordrecht

  • Print ISBN: 978-94-010-4615-2

  • Online ISBN: 978-94-011-1402-8

  • eBook Packages: Springer Book Archive

Publish with us

Policies and ethics

Search

Navigation