The constructs of individualism-collectivism are examined as a basis for understanding Social Change and emergent Consumer Segmentations in Central Eastern Europe. These cultural values at a macro level drive the emergence of consumer segmentations, their needs, values and social behaviours at a micro, group level of influence. Differences in consumer social behaviours vary by context, emotional attachment to in-groups as role models, and the underlying meanings that are applied to them. Individualism-collectivism offers a deeper understanding of the psychology and needs of the Eastern European Consumer, which can be applied to marketing and advertising issues. Directions for further research are discussed.
Authors: Rupert K. Tower, Peter Cooper
September 1, 1999
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