Measuring Confucian Values Among East Asian Consumers: A Four Country Study

Lien Monkhouse, Bradley R. Barnes and Song Hanh Pham
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Lien Monkhouse: The Management School, The University of Sheffield; 9 Mappin Street, Sheffield S1 4DT, United Kingdom
Bradley R. Barnes: The Management School, The University of Sheffield; 9 Mappin Street, Sheffield S1 4DT, United Kingdom
Song Hanh Pham: Sheffield Business School, Sheffield Hallam University City Campus Howard St, Sheffield S1 1WB, United Kingdom

No 150, Working Papers from Development and Policies Research Center (DEPOCEN), Vietnam

Abstract: This study aims to make a conceptual and empirical contribution by developing and operationalising suitable scales to capture certain Confucian values (face saving, humility, group orientation, hierarchy and reciprocity) that can influence East Asian consumers. Based on the pertinent literature, focus group discussions with extended East Asian families and East Asian scholar interviews, we develop and validate our measures on data from over 400 respondents across four East Asian cities (Tokyo, Hanoi, Beijing and Singapore). Despite some variance, our findings signal that East Asians are highly influenced by such traditional values. Several implications are extracted and future research directions suggested.

Keywords: Confucianism; Consumer; Culture; East Asia (search for similar items in EconPapers)
Pages: 31 pages
Date: 2012
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Published in Asia Pacific Business Review, Volume 19 (3), 320--336

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