Choices From Sets Including Remembered Brands (4)

7/25/2019 Choices From Sets Including Remembered Brands (4)

1/15

REASONS AS CARRIERS OF CULTURE:DYNAMIC VERSUS DISPOSITIONAL MODEL

CULTURAL INFLUENCE ON DECISION MAK

DONNEL A. BRILEY, MICHAEL W. MORRIS, ITAMAR SIM2000


2/15

CULTURAL SOURCES OF REASON

H1: Americanconsumers !o nee" #o $ro%&"e re'sons (or #!c!o&ces) 's com$'re" #o #!ose !o "o no#) &** $re(er com$ro

+&n#erme"&'#e, '*#ern'#&%es less) !ere'sEast

Asian

"ec&s&on!o nee" #o $ro%&"e re'sons (or #!e&r c!o&ces) 's com$'re" #o!o "o no#) &** $re(er com$rom&se '*#ern'#&%es more.

H/: 0!en "ec&s&on m'-ers e$*'&n #!e&r c!o&ces) #!e content o2ere" me"&'#es #!e re*'#&ons!&$ 3e#een #!e c!lt!rl "c#$

consumers 'n" #!e&r&reference for com&rom'se lternt'(es.


3/15

STUDY 1

REASONS AND COMPROMISE CHOICES IN THE UNITED STAND HONG KONG


4/15

STUDY 1 DISCUSSION

T!e re'sons re4u&remen# e%o-es ' "&2eren# co5n&%e s#r'3r&n5s cu*#ure &n#o ' c!o&ce $ro3*em !ere o#!er&se o

come u$ '# '**.T!e con#en# o( #!e $ro%&"e" re'sons me"&'#es #!e &m$'c#

on #!e c!o&ces o( #!ose !o 're #o*" #o e$*'&n #!e&r "ec&s

Resu*#s e&5! '5'&ns# #!e no#&on #!'# "ec&s&ons (o**o (romcu*#ur'* "&s$os&ons 'n" su55es# #!'# #!e "e#erm&n'n#s o(&n%o*%e s$ec&7c "ec&s&on $r&nc&$*es #!'# 're ct'(te%!e&n"&%&"u'* se'rc!es (or ' re'son.

To e'm&ne !e#!er #!e e2ec# o( $ro%&"&n5 re'sons oncom$rom&s&n5 5ener'*&8es #o 'no#!er E's#ern cu*#ure !norms o( mo"er'#&on 'n" com$rom&s&n5 S#u"6 / &s con"uc


5/15

STUDY 2

REASONS AND COMPROMISING IN THE UNITED STATES A


6/15

STUDY 2 DISCUSSION

In #!e con#ro* con"&on) #!e s!'re o( com$rom&se o$#&ons&m&*'r &n #!e 9'$'nese 'n" U.S. 5rou$s.

U.S. su3ec#s !o e$*'&ne" #!e&r c!o&ces se*ec#e" (eecom$rom&se '*#ern'#&%es !ere's 9'$'nese su3ec#s !ore'sons c!ose s*&5!#*6 more com$rom&ses.

T!ese resu*#s $ro%&"e (ur#!er su$$or# (or #!e $ro$os&onnee" #o cons&"er re'sons 3e(ore m'-&n5 ' c!o&ce e*&cs

s$ec&7c res$onse $'##erns (rom consumers. A *&m'#&on o( s#u"&es 1 'n" / !&c! "o ' cross;n'#&on'*

com$'r&sons &s #!'# #!e6 "o no# con#ro* (or m'n6 noncu*('c#ors #!'# m&5!# '2ec# e$er&men#'* resu*#s) #!ere(ore


7/15

STUDY 3

THE EFFECT OF REASONS ON COMPROMISING 0ITHIN A COUNTRY


8/15

STUDY 3 DISCUSSION

T!e $'##ern o( resu*#s &n s#u"6 < 's s&m&*'r #o #!'# o3#'&ne" &n s'n" /) &n"&c'#&n5 #!'# !'%&n5 #o $ro%&"e re'sons en!'nces or +&n !'s no e2ec# on #!e #en"enc6 #o com$rom&se 'mon5 As&'n;Ameconsumers)!ere's re'sons s&5n&7c'n#*6 "ecre'se #!e s!'re o( com$rom&se'mon5 Euro$e'n;Amer&c'ns.

T!e ('c# #!'# #!e e2ec# o( re'sons on com$rom&s&n5 'mon5 As&'Amer&c'n consumers 's no# s&5n&7c'n# 'n" e'-er #!'n #!ecorres$on"&n5 e2ec# on As&'n consumers &n s#u"&es 1 'n" / m&5!

#!e com3&ne" &m$'c# o( #!e As&'n or&5&ns 'n" o( *&%&n5 &n #!e Un&T!us su'#&ons c'n 'c#&%'#e cu*#ur'* -no*e"5e 'n" $ro"uce "&2

c!o&ce $'##erns.

To 5'&n 5re'#er &ns&5!#s &n#o #!e or&5&ns o( "&2erences &n cu*#ur'* re5'r"&n5 com$rom&s&n5) S#u"6 > &s con"uc#e".


9/15

STUDY 4

PROVER?S AS A SOURCE OF REASONS

H


10/15

STUDY 4 DISCUSSION

Hon5 Kon5 C!&nese) 's com$'re" #o Amer&c'ns) (oun"$rocom$rom&s&n5 $ro%er3s more use(u* 's "ec&s&on 5u&"e

noncom$rom&s&n5 $ro%er3s *ess use(u*. T!&s $'##ern !o*"re5'r"*ess o( #!e cu*#ur'* or&5&n o( #!e $ro%er3.

T!e resu*#s $ro%&"e su3s#'n#&'* su$$or# (or #!e $ro$os&ocu*#ure $resen#s 5u&"e*&nes (or reso*%&n5 "ec&s&on su'#&o

To #es# !e#!er re'sons #!'# en"orse com$rom&se or e#

o$#&ons 're e%'*u'#e" "&2eren#*6 'cross cu*#ures) S#u"6 @con"uc#e".


11/15

STUDY 5

EVALUATION OE DECISION MAKERS ?ASED ON THEIR RE

In s#u"6 @ #!e 'u#!ors &n%es#&5'#e cross;cu*#ur'**6 #!e so"es&r'3&* o( %'r&ous #6$es o( re'sons #!'# 're o2ere" 3"ec&s&on m'-ers.

H@: C!&nese consumers) 's com$'re" #o Amer&c'ns) &** re'sons ('%or&n5 com$rom&s&n5 so*u#&ons more soc&'**6 "'n" re'sons ('%or&n5 e#reme so*u#&ons *ess "es&r'3*e.


12/15

STUDY 5 DISCUSSION

T!e resu*#s o( s#u"6 @ &n"&c'#e #!'# Hon5 Kon5 C!&nese 'Amer&c'n .su3ec#s !'%e "&2eren# $erce$#&ons o( #!e soc

"es&r'3&* o( $rocom$rom&s&n5 'n" noncom$rom&s&n5 re 0!&*e Amer&c'ns &n"&c'#e" #!'# e#reme re'sons ere m

more 'cce$#'3*e #!'n com$rom&se re'sons. Hon5 Kon5res$on"en#s r'#e" 3o#! #6$es o( re'sons s&m&*'r*6.


13/15

GENERAL DISCUSSION

D&2erence 3e#een E's#;As&'n Con(uc&'n&s# #r'"&on 'n" 9u"eo;C!r&s#&'n #r'"&on.

?&cu*#ur'* 5rou$s res$onse ('**s 3e#een #!ose o( #!e EuroAmer&c'n 'n" E's# As&'n coun#r6 5rou$s.

Re'sons 'n" $ro%er3s m'6 'c# 's Bc'rr&ers o( cu*#ure.

Re'sons &n Dec&s&on M'-&n5:

Ne &ns&5!#s re5'r"&n5 #!e ro*e o( re'sons &n s!'$&n5 "ec&s&on

O(#en #!ese re'sons "o no# #'$ un"er*6&n5 $re(erences (or o$'##r&3u#es 3u#) &ns#e'") re=ec# 5ener&c s#r'#e5&es (or reso*%&n5

con=&c# &n!eren# &n c!o&ce su'#&ons.

Pre(erence (or com$rom&se o$#&ons &s co5n&%e r'#!er #!'n $e


14/15

GENERAL DISCUSSION

A$$ro'c!es #o Cu*#ure &n Consumer Rese'rc!:

D&s$os&on'* #!eor&es "oes no# c'$#ure #!e "6n'm&cs #!rou5! !

'2ec#s "ec&s&on m'-ers. I# '*so !'s em$&r&c'* $ro3*ems. Po&n#s #o su'#&on'* %'r&'3*es #!'# m'6 c'use &n"&%&"u'*s #o #urn

cu*#ur'* *e'n&n5s.

L&n-&n5 D&s$'r'#e Are's o( Cu*#ur'* Rese'rc!:

Some *&n- m'6 e&s# 3e#een #!e ru*es #!'# 5u&"e us &n 3o#! #!e

&n#er$erson'* 'n" &n#r'$erson'* "om'&ns.

Im$*&c'#&ons (or G*o3'* M'r-e#&n5:

S#'n"'r"&8'#&on %s. Loc'*&8'#&on.

0!'# su'#&ons m'6 'c#&%'#e cu*#ur'* *e'n&n5s.


15/15

TAN! YOU

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Choices From Sets Including Remembered Brands (4)