Thinking and information processing

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Chapter 11 in Cross-Cultural Consumer Behavior, 2023, pp 169-197 from Edward Elgar Publishing

Abstract: This chapter presents thinking and information processing as cognitive processes that are relevant in the buying process and subject to culture. First, the authors explain the influence of language, with cultures known for a rather explicit (low-context cultures) vs. implicit communication style (high-context cultures). Next, it is described how people simplify information processing: through schemata, stereotypes, prejudices, and heuristics, which are subject to cultural influences. Further, information processing is biased, including the status quo bias, the hindsight bias, the endowment effect, the home bias, and the self-serving bias. They often differ cross-culturally (e.g., individualists are more susceptible to the self-serving bias than collectivists). Culture also affects thinking styles, with individualists (collectivists) preferring an analytical (holistic style). Finally, causal thinking and attribution are culture-bound. For example, Westerners more than Easterners are prone to the fundamental attribution error (i.e., overestimate the effect of stable internal factors vs. situational factors on human behavior).

Keywords: Business and Management; Economics and Finance (search for similar items in EconPapers)
Date: 2023
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