Cultural differences in consumer decision making

Date of publication: March 13, 2005

Catalogue: Asia Pacific 2005


This paper seeks to determine whether research methods developed within a Western conceptual framework can be applied to understanding decision-making among Asian consumers. The authors focus on two methods with theoretical foundations in consumer psychology and economics. Results from studies using means-end analysis (laddering) and choice-based conjoint modeling are presented. The authors find that, while there are differences in aspects of the consumer decision process, these methods appear able to reveal and account for those differences.

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