| Abstract: | Abstract This study examines the relationship between opinion seeking and cultural values and individual characteristics in the context of electronic products by surveying cosmopolitan adults of 15 nationalities, namely, American, Australian, British, Dutch, Filipino, German, Hong Konger, Indian, Italian, Japanese, Malaysian, New Zealander, Singaporean, Swedish, and Thai. It finds (i) positive correlation between opinion seeking and power distance, category knowledge, category purchase intention, category innovativeness, opinion giving, market maven, brand loyalty, and susceptibility to interpersonal influence, (ii) negative correlation between opinion seeking and the masculinity and uncertainty avoidance cultural dimensions, category ownership, self-esteem, education, and age, and (iii) no correlation between opinion seeking and individualism, long-term orientation, and risk taking. It then discusses the managerial implications of the findings. |
