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How does national culture impact on consumers decision-making styles? A cross cultural study in Brazil, the United States and Japan
Open accessAbstract
This empirical article investigates the relationship between national culture and consumer decision-making styles in the purchase of cell phones, a product category that appears to be required by consumers independent of their nationalities. To make the research measurable, we used Hofstede’s four cultural dimensions (power distance, uncertainty avoidance, individualism, and masculinity) and Sproles and Kendall’s Consumer Style Inventory framework (quality conscious, brand conscious, innovative, recreation, price conscious, impulsive, confused and brand loyal), and tested nine hypotheses through MANOVA in a sample of 108 buyers of the product in Brazil, 104 in the USA, and 107 in Japan, countries ranked in the top ten of the world’s largest cell phone market. Factor Analysis via Principal Component Analysis was conducted to examine the suitability of the eight-factor model in observations from each country. The three nationalities and the eight decision-making styles were treated as independent and dependent variables, respectively. Findings showed mixed evidence for the application of Hofstede’s cultural dimensions to decision-making styles. Managerial implications and suggestions for future research are presented to help understand the relationship between national culture and consumer decision-making styles.
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“Furthermore, a greater perception of risk is exhibited in a society high on power distance (Leng & Botelho, 2010).”
From Mobile shopping apps adoption and perceived risks: A cross-country perspective utilizing the Unified Theory of Acceptance and Use of Technology (2018) · cites this paper as Leng & Botelho, 2010
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“Hence, our result substantiates prior findings of Leng and Botelho (2010) and Tong (2010).”
From Mobile shopping apps adoption and perceived risks: A cross-country perspective utilizing the Unified Theory of Acceptance and Use of Technology (2018) · cites this paper as Leng and Botelho (2010)
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Cited by
Chopdar, P. K., Korfiatis, N., Sivakumar, V. J., & Lytras, M. D. (2018) · Computers in Human Behavior · doi:10.1016/j.chb.2018.04.017 · Cited by 468
Metadata
- Authors
- Leng, C. Y., & Botelho, D.
- Affiliations
- Escola Brasileira de Administração Pública e de Empresas (BR)
- Fundação Getulio Vargas (BR)
- ORCID
- Botelho, Delane
- Venue
- BAR - Brazilian Administration Review
- Publisher
- FapUNIFESP (SciELO)
- Published
- 2010-09
- Volume
- 7
- Issue
- 3
- Pages
- 260-275
- ISSN
- 1807-7692 (ISSN-L)
- OpenAlex
- W2060158278
- Cited by
- 60
- References
- 1
- Citations by year
- 2026: 1 · 2025: 2 · 2024: 3 · 2023: 5 · 2022: 5 · 2021: 6 · 2020: 4 · 2019: 6 · 2018: 9 · 2017: 2 · 2016: 7 · 2015: 2 · 2014: 2 · 2013: 3 · 2012: 1
- FWCI
- 2.61
- Type
- journal article
- Language
- en
- Open access
- diamond
- doi.org
- Licence
- cc-by-nc
- Locations
- BAR - Brazilian Administration Review (publishedVersion, cc-by-nc)
- LA Referencia (Red Federada de Repositorios Institucionales de Publicaciones Científicas) (publishedVersion, cc-by)
- LA Referencia (Red Federada de Repositorios Institucionales de Publicaciones Científicas) (publishedVersion, other-oa)
- Americanae (AECID Library) (submittedVersion, other-oa)
- DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
- Redalyc (Universidad Autónoma del Estado de México) (submittedVersion)
- Topics
- Social Sciences › Psychology › Social Psychology › Cultural Differences and Values
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Keywords
- national culture, consumer decision-making styles, mobile devices, Hofstede cultural dimensions, Consumer Style Inventory, cross-cultural comparison, Brazil, United States, Japan, power distance, uncertainty avoidance, individualism, masculinity, brand loyalty, price consciousness
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