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Cross-cultural differences in consumer decision-making styles

journal contribution
posted on 2005-01-01, 00:00 authored by C Leo, R Bennett, Charmine Hartel
This article compares consumer decision-making styles between Singaporeans and Australians. Utilising Hofstede’s framework, the paper argues that cultural dimensions influence consumer decision making styles. It is essential that managers understand cross-cultural consumer decision-making styles to make strategic decisions or effectively handle members of these nationalities. Marked differences were found between the two populations for: brand consciousness, innovativeness and overchoice confusion. The results suggest that some consumer decision-making styles differ due to consumers’ cultural values. Managerial implications and future research directions are discussed.

History

Journal

Cross cultural management

Volume

12

Issue

3

Pagination

32 - 62

Publisher

Emerald

Location

Bingley, England

ISSN

1352-7606

eISSN

1758-6089

Language

eng

Publication classification

C1 Refereed article in a scholarly journal

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