Assessing values and attitudes of consumers : are measures transferable between cultures?

David R. Low; Richard Fletcher

Assessing values and attitudes of consumers : are measures transferable between cultures?

David R. Low, Richard Fletcher

Research output: Chapter in Book / Conference Paper › Conference Paper

Abstract

In international marketing, one of the environmental variables most frequently mentioned as differentiating one overseas market from another is that of culture. The current shapes of National boundaries were drawn up in the last 200 years; however ethnic boundaries long preceded such national boundaries. We consider that mass migration has resulted in many countries becoming multicultural marketplaces. If international marketing is to be relevant in the new millennium, we must question the categorisation of cultural differences according to national boundaries. This paper presents a pilot study of 143 respondents that examines the issue of nation-state as a separator for cultural differences. Furthermore, we find that categorisations and frameworks of cultural differences that are most commonly used in business have been constructed along 'western' bipolar dimensions, this paper suggests that these measures may not be accurate when applied to cultures that are not "western capitalist" models.

Original language	English
Title of host publication	Dynamism and Challenges in Internationalisation: Proceedings of the 2004 Annual Conference of the Australia-New Zealand International Business Academy, 5-6 November 2004, held in Canberra, ACT, Australia
Publisher	University of Canberra
Number of pages	1
ISBN (Print)	1740882393
Publication status	Published - 2004
Event	Australia-New Zealand International Business Academy. Conference - Duration: 1 Jan 2006 → …

Conference

Conference	Australia-New Zealand International Business Academy. Conference
Period	1/01/06 → …

Keywords

export marketing
multiculturalism
consumers
attitudes

Cite this

@inproceedings{a52cdf36b45d4bd1894d9ca7c2926301,

title = "Assessing values and attitudes of consumers : are measures transferable between cultures?",

abstract = "In international marketing, one of the environmental variables most frequently mentioned as differentiating one overseas market from another is that of culture. The current shapes of National boundaries were drawn up in the last 200 years; however ethnic boundaries long preceded such national boundaries. We consider that mass migration has resulted in many countries becoming multicultural marketplaces. If international marketing is to be relevant in the new millennium, we must question the categorisation of cultural differences according to national boundaries. This paper presents a pilot study of 143 respondents that examines the issue of nation-state as a separator for cultural differences. Furthermore, we find that categorisations and frameworks of cultural differences that are most commonly used in business have been constructed along 'western' bipolar dimensions, this paper suggests that these measures may not be accurate when applied to cultures that are not {"}western capitalist{"} models.",

keywords = "export marketing, multiculturalism, consumers, attitudes",

author = "Low, {David R.} and Richard Fletcher",

year = "2004",

language = "English",

isbn = "1740882393",

booktitle = "Dynamism and Challenges in Internationalisation: Proceedings of the 2004 Annual Conference of the Australia-New Zealand International Business Academy, 5-6 November 2004, held in Canberra, ACT, Australia",

publisher = "University of Canberra",

note = "Australia-New Zealand International Business Academy. Conference ; Conference date: 01-01-2006",

}

Low, DR & Fletcher, R 2004, Assessing values and attitudes of consumers : are measures transferable between cultures? in Dynamism and Challenges in Internationalisation: Proceedings of the 2004 Annual Conference of the Australia-New Zealand International Business Academy, 5-6 November 2004, held in Canberra, ACT, Australia. University of Canberra, Australia-New Zealand International Business Academy. Conference, 1/01/06.

Assessing values and attitudes of consumers : are measures transferable between cultures? / Low, David R.; Fletcher, Richard.
Dynamism and Challenges in Internationalisation: Proceedings of the 2004 Annual Conference of the Australia-New Zealand International Business Academy, 5-6 November 2004, held in Canberra, ACT, Australia. University of Canberra, 2004.