An Individual Analysis Approach to Cross-Cultural Research

Publication Type

Journal Article

Publication Date

1987

Abstract

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.

Discipline

Marketing | Race and Ethnicity

Research Areas

Strategy and Organisation

Publication

Advances in Consumer Research

Volume

14

First Page

394

Last Page

397

ISSN

0098-9258

Publisher

Association for Consumer Research

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