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  • Comparison of Australian and Singaporean Consumer Decision-Making Styles'

    Author(s)
    Leo, CHERYL
    Griffith University Author(s)
    Leo, Cheryl
    Year published
    2005
    Metadata
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    Abstract
    It is important to understand the differences and similarities between cultures as they influence consumer attitudes and behaviours (Aaker and Maheswaran 1997). Most research in customer behaviour, however, is primarily focused on western cultures which are characterized as individualistic, low in uncertainty-avoidance, masculine, short-term oriented and low in power-distance (Hofstede 201; 1980). There is little research that directly compares consumer behaviour in both western and eastern cultures. Any research that has been done tends to use student samples and not real consumers. This study examines cultural differences ...
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    It is important to understand the differences and similarities between cultures as they influence consumer attitudes and behaviours (Aaker and Maheswaran 1997). Most research in customer behaviour, however, is primarily focused on western cultures which are characterized as individualistic, low in uncertainty-avoidance, masculine, short-term oriented and low in power-distance (Hofstede 201; 1980). There is little research that directly compares consumer behaviour in both western and eastern cultures. Any research that has been done tends to use student samples and not real consumers. This study examines cultural differences between Singapore and Australia, as two key trading partners in the Asia-Pacific which have been shown to have different cultural values (Hofstede 1980). The findings show support for consumer behaviour differences in brand-consciousness, innovativeness, and confusion by overchoice decision-making styles.
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    Journal Title
    Journal of Customer Behavior
    Volume
    4
    Issue
    1
    DOI
    https://doi.org/10.1362/1475392053750324
    Subject
    Marketing Theory
    Marketing
    Publication URI
    http://hdl.handle.net/10072/63285
    Collection
    • Journal articles

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