Title

Towards Some Standardized Cross-Cultural Consumption Values

Publication Type

Journal Article

Publication Date

1988

Abstract

The results of most attempts to relate cultural (and subcultural) valuesCa group and general behavioral construct, to a consumer's choiceCa personal and consumption oriented construct, are weak. This paper proposes another alternative. We hypothesized and used consumers' perceived attribute importance along four product categories as consumption value measures. Consumers' perceived attribute importance along clothing, food, appliances, and household supplies were surveyed from consumers of five Asian Pacific regions. This paper discusses the premises behind our proposition. How consumption values differ in clothing across the five regions is described.

Discipline

Marketing | Race and Ethnicity

Research Areas

Marketing

Publication

Advances in Consumer Research

Volume

15

First Page

387

Last Page

395

ISSN

0098-9258

Publisher

Association for Consumer Research