The DOI matches its Crossref record; 15 of the 15 references it cites were found in a registry or an index.
The Horizontal/Vertical Distinction in Cross‐Cultural Consumer Research
Abstract
We argue for the importance of a relatively new cultural distinction in the horizontal (valuing equality) or vertical (emphasizing hierarchy) nature of cultures and cultural orientations. A review of the existing cross‐cultural literature is presented suggesting that, although the contribution of the horizontal/vertical distinction is sometimes obscured by methods that conflate it with other dimensions, its impact is distinct from that associated with individualism–collectivism. We present studies that highlight several sources of value for the horizontal/vertical distinction—as a predictor of new consumer psychology phenomena and as a basis for refining the understanding of known phenomena. Results support the utility of examining this distinction for the understanding of personal values, advertising and consumer persuasion, self‐presentational patterns, and gender differences. Methodological issues in studying the horizontal/vertical distinction are also discussed.
Overview
The claims and statistics of this paper haven’t been checked yet.
Run the check — free, no account needed. It reads the open-access text and checks the sources it cites.
Integrity signals
Registry
Cites
Statistics
Verification
Claims the paper makes
The claims and statistics of this paper haven’t been checked yet.
Run the check — free, no account needed. It reads the open-access text and checks the sources it cites.
Self-check
Percentages, sums and reported differences re-computed from the paper’s own numbers.
The self-check needs the paper’s full text.
Citations
Cites
Culture and the self: Implications for cognition, emotion, and motivation.
Markus, H. R., & Kitayama, S. (1991) · Psychological Review · doi:10.1037/0033-295x.98.2.224 · Cited by 21,995
A new scale of social desirability independent of psychopathology.
Crowne, D. P., & Marlowe, D. (1960) · Journal of Consulting Psychology · doi:10.1037/h0047358 · Cited by 8,686
Rethinking individualism and collectivism: Evaluation of theoretical assumptions and meta-analyses.
Oyserman, D., Coon, H. M., & Kemmelmeier, M. (2002) · Psychological Bulletin · doi:10.1037/0033-2909.128.1.3 · Cited by 5,758
Power, approach, and inhibition.
Keltner, D., Gruenfeld, D. H., & Anderson, C. (2003) · Psychological Review · doi:10.1037/0033-295x.110.2.265 · Cited by 3,427
Who is this "We"? Levels of collective identity and self representations.
Brewer, M. B., & Gardner, W. (1996) · Journal of Personality and Social Psychology · doi:10.1037/0022-3514.71.1.83 · Cited by 3,401 · cited 1×
“It is relatively easy to activate distinct independent versus interdependent self-knowledge (for instance , by asking people to circle singular vs. plural first-person pronouns in a one-paragraph essay; Brewer & Gardner, 1996).”
BackgroundTwo-component models of socially desirable responding.
Paulhus, D. L. (1984) · Journal of Personality and Social Psychology · doi:10.1037/0022-3514.46.3.598 · Cited by 3,013
The four elementary forms of sociality: Framework for a unified theory of social relations.
Fiske, A. P. (1992) · Psychological Review · doi:10.1037/0033-295x.99.4.689 · Cited by 2,510
Multicultural minds: A dynamic constructivist approach to culture and cognition.
Hong, Y.-Y., Morris, M. W., Chiu, C.-Y., & Benet-Martínez, V. (2000) · American Psychologist · doi:10.1037/0003-066x.55.7.709 · Cited by 2,203
Kitayama, S., Markus, H. R., Matsumoto, H., & Norasakkunkit, V. (1997) · Journal of Personality and Social Psychology · doi:10.1037/0022-3514.72.6.1245 · Cited by 1,581
Deviance or uniqueness, harmony or conformity: A cultural analysis
Kim, H., & Markus, H. R. (1999) · Journal of Personality and Social Psychology · doi:10.1037/0022-3514.77.4.785 · Cited by 1,216
Cited by
The Compensatory Consumer Behavior Model: How self‐discrepancies drive consumer behavior
Mandel, N., Rucker, D. D., Levav, J., & Galinsky, A. D. (2017) · Journal of Consumer Psychology · doi:10.1016/j.jcps.2016.05.003 · Cited by 564
Socially Desirable Response Tendencies in Survey Research
Steenkamp, J.-B. E. M., De Jong, M. G., & Baumgartner, H. (2010) · Journal of Marketing Research · doi:10.1509/jmkr.47.2.199 · Cited by 444
Riemer, H., Shavitt, S., Koo, M., & Markus, H. R. (2014) · Psychological Review · doi:10.1037/a0037666 · Cited by 174
Self-citationHorizontal and Vertical Cultural Differences in the Content of Advertising Appeals
Shavitt, S., Johnson, T. P., & Zhang, J. (2011) · Journal of International Consumer Marketing · doi:10.1080/08961530.2011.578064 · Cited by 81
Self-citationHow power distance belief, self-construal, and relationship norms impact conspicuous consumption
Park, S., Kim, C., & Park, J. (2023) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2023.103518 · Cited by 22
Metadata
- Authors
- Shavitt, S., Lalwani, A. K., Zhang, J., & Torelli, C. J.
- Venue
- Journal of Consumer Psychology
- Publisher
- Wiley
- Published
- 2006-01
- Volume
- 16
- Issue
- 4
- Pages
- 325-342
- ISSN
- 1057-7408 (ISSN-L)
- 1532-7663
- OpenAlex
- W2055604692
- Cited by
- 281
- References
- 15
- FWCI
- 11.38
- Type
- journal article
- Language
- en
- Open access
- closed
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.
What counts as a claim ›How we measure confidence ›How we check this ›
Are you an author, or do you see a problem with this page? Request a review
How to cite
Cite CoChat for the checks on this page, and the paper for its own findings.
- This page
- CoChat. (2026). Citation check: The Horizontal/Vertical Distinction in Cross‐Cultural Consumer Research. https://app.cochat.ai/papers/10.1207/s15327663jcp1604_3
- The paper
- Shavitt, S., Lalwani, A. K., Zhang, J., & Torelli, C. J. (2006). The Horizontal/Vertical Distinction in Cross‐Cultural Consumer Research. Journal of Consumer Psychology. https://doi.org/10.1207/s15327663jcp1604_3
Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
