Culture's Consequences on Consumer Behavior

Kau, Ah Keng / Jung, Kwon


Culture is a powerful force in regulating human behavior. Although many researchers have sought to understand the influence of culture on consumer behavior, most of their attempts were made in a piecemeal basis (i.e. examining effects of certain aspect of culture on a specific aspect of consumer behavior). Relatively little attempt has been made to develop a general framework of cultural influence on consumer behavior that examines effects of various aspects of culture on various aspects of consumer behaviors at the same time.

In this study, conceptual relationships pertaining to cultural effects on consumer behavior are explored based on Hofstede's (1980) four dimensions of cultural differences. Various aspects of consumer behaviors are identified and linked to each of the four cultural dimensions, and then propositions which relate the cultural dimensions to the consumer behaviors are developed based on the reviews of their relationships.

Issue Date
The National University of Singapore
consumer behavior; culture consequence; cultural effect; human behavior
Series Title
Research Paper Series #2004-001 (MKTG)
Files in This Item:
    There are no files associated with this item.

Click the button and follow the links to connect to the full text. (KDI CL members only)


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.