The role of cross‐cultural absorptive capacity in the effectiveness of in‐country cross‐cultural training

Based on the theory of absorptive capacity, this study examines the following question. In the context of cross‐cultural training, can the amount of previously accumulated cultural knowledge affect the ability of a trainee to absorb further learning about a new culture, thus enhancing total knowledge and presumably cross‐cultural adjustment? In‐country cross‐cultural training was hypothesized to be more effective when the training components are divided and the sessions are distributed over time – resulting in increased cultural knowledge and greater cross‐cultural adjustment. Results from an experimental design suggested that in‐country cross‐cultural training can increase cultural knowledge, when distributed over time. The results also suggested that the training group had greater differences between pre‐training and post‐training scores on cross‐cultural adjustment, but the differences were not statistically different. The results, methodology and conclusions can be generalized to a variety of populations (e.g. international managers and expatriates) and organizations (e.g. multinationals). For international managers and expatriates, the results showed that in‐country cross‐cultural training, like predeparture cross‐cultural training, is also a viable intervention for knowledge acquisition.     

A cross‐cultural and cross‐gender analysis of compulsive buying behaviour's core dimensions

This study seeks to address the disagreement in the literature about compulsive buying behaviour's (CBB) dimensional structure and tests for cross‐cultural and cross‐gender invariance in young British, Chinese, Czech and Spanish consumers using structural equation modelling. The results show that CBB has two compulsive dimensions: Compulsive Purchasing (CP) and Self‐control Impaired Spending (SIS). These dimensions are cross‐culturally invariant, although the influence of SIS on CBB is higher in more developed countries, particularly among females. The confirmation of the SIS dimension and the external validity of the CBB construct established through the cross‐cultural invariance in CBB dimensions indicate that screening tools should be revised accordingly. The SIS dimension has possibly been previously misinterpreted as impulsive and/or as spontaneous buying and may explain the higher incidence of CBB among female consumers.     

A cross‐cultural exploration of materialism in adolescents

To date, few studies have empirically examined specific values with respect to the global teenager hypothesis. In testing the global teenager hypothesis, this study investigates similarities and differences in materialism among 14‐ to 17‐year olds in China, Japan and the USA. Significant differences were found between respondents from the three nations for materialism and discretionary spending power. Discretionary spending power had a significant effect on materialism across nations. In addition, evidence supports cross‐national differences in the psychological structure of the materialism construct. While personal gain and social gain explain two materialism dimensions for the Japanese and American samples, factor analysis results suggest materialism may have alternative conceptual underpinnings in China. The findings of this study generally fail to support the global teenager hypothesis as it relates to the value of materialism.     

Measuring consumer vanity: A cross‐cultural validation

Given the unmistakable trend toward a more integrated global economy and the tremendous impact of consumer vanity on demand for countless goods and services, there exists a need for more cross‐cultural research on the important psychological construct known as consumer vanity (Netemeyer, Burton, & Lichtenstein, 1995). This article examines four components of the vanity construct: appearance concern, appearance perception, achievement concern, and achievement perception. To test the vanity construct cross‐culturally, a survey was undertaken in the United States and China. This article illustrates the use of the comprehensive analytical framework proposed by Steenkamp and Baumgartner (1998) to assess measurement invariance in cross‐cultural consumer research. The results provided a rigorous cross‐cultural validation test of the vanity scale that has implications for both academics and practitioners in cross‐cultural consumer research and marketing. © 2006 Wiley Periodicals, Inc.     

Materialism and conspicuous consumption in China: a cross‐cultural examination

With the growing rise in consumer spending and economic power in Asian societies, it is increasingly important to explore the implications of these developments on consumer culture. This cross‐cultural study first discusses the rise of materialism and conspicuous consumption in post‐revolution China then examines differences in these phenomena between young adult consumers, aged 18–35, living in urban China and the United States. Utilizing survey data from over 600 respondents, significant differences were found in both materialism and conspicuous consumption, with Chinese young adults scoring higher in both variables. The findings show, that compared with past comparative studies, it appears both materialism and conspicuous consumption are on the rise among urban Chinese consumers.     

Politeness and the clash of interaction orders in cross‐cultural communication

This conceptual article suggests that crosscultural variation in politeness behaviors, that is, differential culture‐specific norms for treatment of face, comprises an important dimension of crosscultural organizational behavior. The gentle and respectful handling of others' face is a vital social behavior in any cultural context. However, research shows that cultures have evolved differential norms for treating face. These differential norms are at the heart of many crosscultural communication problems. This article provides a conceptual framework explicating the above, reviews empirical literature on crosscultural variation of politeness norms, and suggests important implications for organizational theorists and for managers interested in crosscultural communication. © 2003 Wiley Periodicals, Inc.     

On market mavens and consumer self‐confidence: A cross‐cultural study

Market mavens are attentive to media and important diffusers of marketplace information. This study examines the relationships between cultural individualism, general and consumer self‐confidence, and market mavenism in the context of two distinct cultural systems, the United States and South Korea. The examination of cross‐cultural equivalence of the constructs under study provides evidence for both configural and full or partial metric invariance. The results indicate that cultural individualism is positively related to general self‐confidence, general self‐confidence is positively related to consumer selfconfidence, and consumer self‐confidence is positively related to market mavenism. Additionally, this research shows that these relationships hold in both the U.S. and South Korean samples. The results of this study indicate that market mavenism, and thus levels of confidence about marketplace knowledge and speed of diffusion of such information may be more prevalent among the more individualistic than collectivistic consumers. © 2007 Wiley Periodicals, Inc.     

Explaining country and cross‐border liquidity commonality in international equity markets

Using a large cross section of intraday data from 25 developed countries, we study commonality in liquidity, both within and across international equity markets, over 15‐minute intervals. Within‐country and cross‐border liquidity commonalities are found to be significant and, after controlling for country and industry effects, relate to such firm‐specific measures as size, bid–ask spread, and the extent of analyst coverage. Additionally, within‐country liquidity commonality is lower for firms with depository receipts cross listed in New York or London. Cross‐border liquidity commonality is particularly high for firms with relatively high actual ownership by foreign institutions. © 2009 Wiley Periodicals, Inc. Jrl Fut Mark 29:630–652, 2009     

Materialism,fashion consumers and gender: a cross‐cultural study

The purpose of this study was to examine the relationships among materialism, gender and fashion consumer groups from two countries – one representative of an individualistic culture (US) and one representative of a collectivistic culture (Korea). Participants were 397 students from a university in Korea (n = 221) and a university in the US (n = 176) who completed the questionnaire. The materialism construct showed adequate reliability for participants in both cultures. Fashion change agents scored higher on materialism (centrality and success) than fashion followers. Females scored higher on materialism than males which seemed to be based on higher scores on the centrality subscale. Participants from the US and Korea differed on all three subscales of materialism with US participants scoring higher on centrality but lower on success and happiness than Korean participants. The findings of this study provide valuable implications for fashion marketers and retailers in Korea and US. The findings are limited to Korean and US consumers and cannot be generalized to other cultures. This paper fills a gap in the literature by comparing materialistic values between genders and fashion consumer groups in an individualistic culture (US) and a collectivistic culture (Korea).     

A cross‐cultural exploration of attitudes toward product expiration dates

This is an exploratory study examining consumer attitudes toward product expiration dates in three different countries, the United States, Canada, and Turkey. In addition, the study investigates the differences in the importance of product expiration dates for three products, yogurt, over‐the‐counter medicine, and camera film, in the three cultures. A total of 687 surveys were gathered in the three countries. The results show that there are, indeed, differences among the consumers in three countries. American and Canadian consumers check product expiration dates before purchasing and before using products more often than Turkish consumers. Although most of the differences observed are between the respondents in Turkey versus the respondents in the United States and Canada, some differences between the U.S. and Canadian respondents are also found, indicating that culture plays an important role in consumer uncertainty avoidance. © 2005 Wiley Periodicals, Inc.     

Consumers' perceptions of functional foods: trust and food‐neophobia in a cross‐cultural context

Consumers' perceptions of functional foods are complicated by perceived risks and complexity that appear from growing and sometimes confusing information flow. Social trust can serve as a mean for the reduction of risk and complexity. It is thus vital to understand the sources of distrust and food‐neophobia as well as coping mechanisms used by consumers to ensure food provision and safety. We discuss the results of a qualitative inquiry in the form of focus groups into consumers' perceptions of functional foods in Russia and Germany. Altogether eight focus group interviews were carried out in different parts of Russia and Germany in December–January 2012–2013. A total of 59 people participated in the discussions. Different perspectives provided by the discussions in the two countries indicate different levels of trust. Deeper culturally embedded and wider‐spread distrust in formal institutions in Russia pushes consumers towards developing informal networks to ensure food provision and safety. It leads to high levels of food‐neophobia as consumers perceive traditions as the most important guarantee for healthy food. On the other hand, German participants indicate a number of formal institutions that are trustworthy and through which information concerning novel and healthy attributes in foods can be communicated. We provide exploratory views on the importance of social trust in consumers' perceptions of functional foods and lay out mechanisms that consumers develop to deal with increasing risk and complexity in food choices.     

Building consumer–brand relationship: A cross‐cultural experiential view

This research aims to develop a framework of consumer–brand relationship by taking an experiential view. In this article, the authors report a cross‐cultural comparative study that was conducted on a sample of real consumers at coffee chain stores in Shanghai, China, and Taipei, Taiwan. The findings reveal that individual as well as shared experiences work through brand association, brand personality, brand attitude, and brand image to shape a consumer–brand relationship. © 2006 Wiley Periodicals, Inc.     

Global online marketplace: a cross‐cultural comparison of website quality

This study used Loiacono’s WebQual^TM scale to compare 278 US and 347 Korean Internet users in terms of their perceptions of retail website quality. The results of the study suggested that the dimensionality of website quality was not consistent across the two samples. This study also examined which dimensions of website quality influenced shoppers’ satisfaction with the site and purchase intention. The findings indicated that the relationship between website quality dimensions and the two dependent variables varied between the two groups.     

A cross‐cultural analysis of print advertising targeted to Hispanic and non‐Hispanic American consumers

U.S. Hispanics represent an important consumer segment in the North American market, but research in the area of U.S. Hispanic advertising remains limited. This study provides cross‐cultural analysis of print advertising targeted to Hispanic and non‐Hispanic American consumers in an attempt to explore the differences or similarities in their depictions of cultural values. The authors develop a scheme for content analyzing cultural values based on cultural theory literature. Results show meaningful differences in the core cultural values emphasized to target U.S. Hispanic consumers. The study has implications for marketers and academics who want to differentiate between culturally adapted advertising appeals for U.S. Hispanic and non‐Hispanic American consumers. The coding scheme developed in this study can help marketers identify and depict Hispanic cultural value appeals in their marketing communications. © 2009 Wiley Periodicals, Inc.     

Second‐hand clothing consumption: a cross‐cultural comparison between American and Chinese young consumers

There has been an enormous increase in the economic power and global scope of the second‐hand clothing trade since the early 1990s. Young consumers are a major driver behind the growth of the second‐hand clothing industry in the US. While the stigma of buying second‐hand clothing is fading in the western countries, little is known about second‐hand clothing consumption in the Asian countries. The purpose of this study is to empirically investigate young consumers' behaviours towards second‐hand clothing from a cross‐cultural perspective in the US and Chinese contexts. Results of this study indicated significant differences in young consumers' second‐hand clothing consumption behaviour between the two countries in the following aspects: past purchase experience, perceived values and concerns, perceived subjective norm and future purchase intention.     

An empirical assessment of cross‐cultural age self‐construal measurement: Evidence from three countries

This study investigated which age measures, independent or interdependent, were better for cross‐cultural consumer research. Specifically, it assessed the fit between the “actual” and “ideal” self‐concept model within the framework of self‐construal theory by examining the actual and ideal self‐attributed age identity across South Korea ( n = 480), China ( n = 207), and France ( n = 338) using both independent and interdependent age identity scales. Multivariate analyses revealed differences for individuated self‐schemata across the three countries for actual and ideal age self‐construal, as well as for actual other‐referent interdependent age self‐schemata. However, the reverse occurred too: The ideal interdependent ages showed a lack of difference across the three different cultures. Overall, the results indicate that interdependent decade scales are better than independent age scales for cross‐cultural consumer behavior studies. Though such scales are more complex, they are easy to translate and to administer, and simple to analyze and to interpret. Evidence also suggests that such scales are reliable and robust across disparate samples in the countries studied. © 2011 Wiley Periodicals, Inc.     

Measuring customer value and satisfaction in services transactions,scale development,validation and cross‐cultural comparison

Customer value and customer satisfaction are pivotal but at the same time elusive concepts in services marketing theory. This paper focuses on discussing the relationship between these two concepts. We propose operationalization by developing and testing scales, especially operational indicators, for important dimensions and drivers of the services‐value construct. A multitrait‐multimethod design is used to test the robustness of the operationalization. Furthermore, a cross‐cultural data set is used to explore country influences using confirmatory factor analysis and structural equation models. Results indicate that the measurement construct is robust and useful in country‐comparative studies.