Comparison of Australian and Singaporean Consumer Decision-Making Styles'
Author(s)
Leo, CHERYL
Griffith University Author(s)
Year published
2005
Metadata
Show full item recordAbstract
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 ...
View more >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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View more >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.
View less >
Journal Title
Journal of Customer Behavior
Volume
4
Issue
1
Subject
Marketing Theory
Marketing