Unpacking Chinese cultural values

Whereas theory posits that values influence consumer behavior, empirical research fails to establish a strong link between values and consumer behavior, particularly in cross-cultural contexts. The reasons for the apparent failure of predictive validity of cross-cultural values lie in (1) the failure to identify the core values in a culture, and (2) the measurement issues concerning cross-cultural values. In this article, we use the Chineseness values study as an example to illustrate a theory-driven approach to unpacking the underlying dimensions of Chinese cultural values. We also suggest a qualitative approach within a parallel emic framework for the study of the sources of these cross-cultural values. It is expected that the new approaches will contribute to better understanding and measurement of values and therefore the explanation and prediction of the causal relationship between values and consumer behavior in different cultural environments.