Thoughts on “‘We’ or ‘Me’ consumer goods” five years later
David Ackerman and
Christina Chung
Journal of Global Scholars of Marketing Science, 2017, vol. 27, issue 3, 165-170
Abstract:
Culture and self-construal impact on how consumers purchase and use products as well as the strategies marketers use to promote and position their products. Consumer behavior in individualist societies can be quite different from that of collectivist societies. Similarly, consumers with an independent self-construal can react quite differently in various contexts from those who have an interdependent self-construal. This paper reviews the consequences of these findings for various contexts in marketing as found in subsequent literature. The topics include purchase of luxury goods through the work of Kastanakis and Balabanis. Secondly, it examines impulse purchases. It also follows the consequences of culture and self-construal on brand strategy. Lastly, this paper takes a look at implications within the context of choice tasks.
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations:
Downloads: (external link)
http://hdl.handle.net/10.1080/21639159.2017.1318671 (text/html)
Access to full text is restricted to subscribers.
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:taf:jgsmks:v:27:y:2017:i:3:p:165-170
Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/RGAM20
DOI: 10.1080/21639159.2017.1318671
Access Statistics for this article
Journal of Global Scholars of Marketing Science is currently edited by Seong-Yeon Park
More articles in Journal of Global Scholars of Marketing Science from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().