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The impact of attributions about life events on perceptions of foreign products: Contrasts in individualism and collectivism
Author(s) -
Leigh James H.,
Choi Youngtae
Publication year - 2007
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20152
Subject(s) - collectivism , attribution , perception , individualism , psychology , social psychology , event (particle physics) , product (mathematics) , individualistic culture , affect (linguistics) , marketing , political science , business , physics , geometry , mathematics , communication , quantum mechanics , neuroscience , law
Abstract An event important to a consumer that occurred in a foreign country may serve to affect perceptions about the products from the country. Life events represent important experiences or circumstances that tend to exert a major influence on the individual. This article examines how consumer attributions made about a life event occurring in a foreign country vary across individuals from individualist and collectivist cultures, which serve to moderate the impact of the event on product perceptions. The research literature on life events, attribution theory, and cross‐cultural differences are used to formulate propositions regarding the relationship between life‐event attributions and subsequent perceptions of products from the foreign country. Implications and research directions are provided. © 2007 Wiley Periodicals, Inc.