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.
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Citations
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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
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Self-citationHorizontal and Vertical Cultural Differences in the Content of Advertising Appeals
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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
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