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Cultural Influence on Consumer Motivations: A Dynamic View

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Beyond Hofstede

Abstract

An understanding of the differences in the norms and values that predominate across societies can provide important theoretical and practical insights to those interested in the international environment. Recognizing this opportunity, researchers have identified various dichotomous value dimensions by administering extensive survey questionnaires to respondents from several different countries, then analyzing the responses to isolate those value characteristics that presumably differentiate one society from another. Hofstede (1980) completed seminal work in this research domain, prompting similar large-scale efforts, including the Cross Cultural Connection’s study of 22 countries (Bond, 1987), the GLOBE study of 62 countries (House et al., 2004), and Shalom Schwartz’s study of 38 countries (Schwartz, 1994, 1999).

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Authors
  1. Donnel A. Briley
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Editors and Affiliations

  1. University of Illinois-Chicago, USA

    Cheryl Nakata (Professor of Marketing and International Business) (Professor of Marketing and International Business)

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© 2009 Donnel A. Briley

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Briley, D.A. (2009). Cultural Influence on Consumer Motivations: A Dynamic View. In: Nakata, C. (eds) Beyond Hofstede. Palgrave Macmillan, London. https://doi.org/10.1057/9780230240834_9

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