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The Values and Lifestyles of Idiocentrics and Allocentrics in an Individualist Culture: A Descriptive Approach
Author(s) -
DuttaBergman Mohan J.,
Wells William D.
Publication year - 2002
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/s15327663jcp1203_05
Subject(s) - emic and etic , collectivism , individualism , psychology , individualistic culture , preference , social psychology , sociology , economics , mathematics , anthropology , statistics , market economy
A considerable degree of research in cross‐cultural consumer psychology has focused on the effects of individualism–collectivism on consumer preference for advertising appeals. Recently, psychologists have demonstrated a growing interest in the individual‐level manifestations of individualism–collectivism. Idiocentrism refers to person‐level individualism, whereas allocentrism refers to person‐level collectivism. Drawing on individualism–collectivism theory, in this article we look at the lifestyle of idiocentrics and allocentrics. Our findings suggest a convergence between the etic‐ and emic‐level approaches, thus strengthening individualism–collectivism theory. The emic‐level findings of this study also suggest additional questions to be explored at the etic level. Finally, we make suggestions for applications in consumer communication.