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Sins of omission versus commission: Cross‐cultural differences in brand‐switching due to dissatisfaction induced by individual versus group action and inaction
Author(s) -
Ng Sharon,
Kim Hakkyun,
Rao Akshay R.
Publication year - 2015
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1016/j.jcps.2014.07.003
Subject(s) - regret , consumption (sociology) , commission , social psychology , psychology , action (physics) , norm (philosophy) , marketing , relevance (law) , consumer behaviour , cross cultural , economics , business , sociology , political science , law , physics , finance , quantum mechanics , social science , machine learning , computer science
We examine how brand‐switching varies across cultures, depending on the drivers of a prior unsatisfactory consumption experience. We draw from the literature on regret, norm theory and cross‐cultural psychology to predict that Westerners are more likely to switch brands when the unsatisfactory consumption experience is a consequence of their inaction relative to the inaction of a group to which they belong. In contrast, it is predicted that Easterners are more likely to switch brands when the unsatisfactory consumption experience is a consequence of inaction on the part of the group to which they belong relative to their own inaction. We discuss the relevance of our research for marketing theory, the need to account for cultural differences in consumer segments, and the implications for organizations targeting culturally distinct market segments, both domestically and internationally.