The Horizontal/Vertical Distinction in Cross‐Cultural Consumer Research

Journal of Consumer Psychology - Tập 16 Số 4 - Trang 325-342 - 2006
Sharon Shavitt1, Ashok K. Lalwani2, Jing Zhang3, Carlos J. Torelli1
1University of Illinois, Urbana–Champaign
2University of Texas, San Antonio
3Univ. of Wisconsin Milwaukee

Tóm tắt

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.

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