An Individual Analysis Approach to Cross-Cultural Research
It is suggested that cross cultural research examined using aggregate analysis often results in superficial or meaningless evaluations of cultural differences. A more realistic approach appears to be individual level analysis to examine how one group of individuals differs from another. This paper reports an application of the multi-attribute attitude model at the individual level on Asian consumers, to highlight the richness of individual analysis and advocates its appropriateness for ethnic research on consumer behavior.
Marketing | Race and Ethnicity
Strategy and Organisation
Advances in Consumer Research
Association for Consumer Research
TAN, Chin Tiong; McCullough, Jim; and Teoh, Jeannie.
An Individual Analysis Approach to Cross-Cultural Research. (1987). Advances in Consumer Research. 14, 394-397. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/214