Notes toward an Application of McCracken's "Cultural Categories" for Cross-Cultural Consumer Research

Kalman Applbaum and Ingrid Jordt

Journal of Consumer Research, 1996, vol. 23, issue 3, 204-18

Abstract: The importance to cross-cultural consumer research of an encompassing yet intricate approach to evaluating the role of culture has been broadly recognized. This article charts a procedure for operationalizing the descriptive term "cultural categories" for this purpose. By analyzing the acceptance, use, and meaning-attachment patterns of selected goods or services in a given environment, culture-exclusive (and nonexclusive) categories can be discerned and labeled. Explanation and illustration of this approach are drawn from a field investigation conducted in western Japan. Copyright 1996 by the University of Chicago.

Date: 1996
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Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:23:y:1996:i:3:p:204-18

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