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跨文化消费心理

消费者心理评论。 十二月7,2018

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在过去的25年中,跨文化的消费者心理学已经发展成为一个经过深入研究的领域,为了解文化差异如何影响消费者现象提供了重要的见解。 这篇综述总结了最近十年与最常研究的文化层面有关的研究中的关键发展。 首先,我们描述了个人主义和集体主义的文化差异如何为追求消费者目标和自我调节过程提供新见解。 接下来,我们重点介绍整体分析方法在从价格到品牌推广的消费者现象中的作用。 然后,我们描述了个人主义和集体主义的水平和垂直细化,以及权力距离信仰维度,这两个维度都针对朝着等级制度和权力的文化取向。 正如我们所描述的,这些区别对冲动消费和亲社会行为等重要的消费者结果具有影响。 最后,我们期待出现新的文化差异,即规范性的紧密度-松散度,并引起人们对跨文化消费者研究实践的重大转变的关注。

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