Abstract
Developing nations around the world are experiencing differing degrees of an ongoing modernization process. Three-fourths of the world's nations are classified as "developing." In most, or all of them, there are people whose traditional consumption habits have changed or are being replaced by modern ones. This study examines the influence of consumer modernism on six consumer behaviors--family purchasing roles, information seeking, brand evaluation and decision making, labor-saving attitudes, shopping behavior, and packaging attitudes. The results indicate that in one developing nation, Mexico, individual modernism does influence four of these aspects of consumer behavior.
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Medina, J.F., Gresham, A.B. (2015). The Influence of Individual Modernism on Consumer Behavior in a Developing Nation. In: King, R. (eds) Proceedings of the 1991 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17049-7_30
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DOI: https://doi.org/10.1007/978-3-319-17049-7_30
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