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Issues and New Directions in Global Consumer Psychology
Author(s) -
Maheswaran Durairaj,
Shavitt Sharon
Publication year - 2000
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 - 10.1207/s15327663jcp0902_1
Subject(s) - emic and etic , psychology , equivalence (formal languages) , consumer behaviour , consumer research , process (computing) , epistemology , social psychology , marketing , sociology , computer science , business , philosophy , linguistics , anthropology , operating system
Although there is growing interest in cultural differences in consumer behavior, focused and systematic consumer research on the topic is still in its infancy. The conceptual and methodological issues that are central to conducting cross‐cultural research, including selecting or blending emic and etic research approaches, achieving measurement equivalence, expanding the cultural constructs and geographical regions under investigation, and understanding mediating processes, are addressed. In the process, the progress that has been made in addressing these issues in consumer psychology is reviewed and a number of priorities for future research in this important domain are suggested.