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The Horizontal/Vertical Distinction in Cross‐Cultural Consumer Research
Author(s) -
Shavitt Sharon,
Lalwani Ashok K.,
Zhang Jing,
Torelli Carlos J.
Publication year - 2006
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/s15327663jcp1604_3
Subject(s) - horizontal and vertical , collectivism , persuasion , individualism , conflation , value (mathematics) , social psychology , psychology , uncertainty avoidance , epistemology , positive economics , economics , philosophy , geodesy , machine learning , computer science , market economy , geography
We argue for the importance of a relatively new cultural distinction in the horizontal (valuing equality) or vertical (emphasizing hierarchy) nature of cultures and cultural orientations. A review of the existing cross‐cultural literature is presented suggesting that, although the contribution of the horizontal/vertical distinction is sometimes obscured by methods that conflate it with other dimensions, its impact is distinct from that associated with individualism–collectivism. We present studies that highlight several sources of value for the horizontal/vertical distinction—as a predictor of new consumer psychology phenomena and as a basis for refining the understanding of known phenomena. Results support the utility of examining this distinction for the understanding of personal values, advertising and consumer persuasion, self‐presentational patterns, and gender differences. Methodological issues in studying the horizontal/vertical distinction are also discussed.