publication . Research . 2003

Culture's influence on consumers: exploratory behavior and risk taking

Soares, Ana Maria; Farhangmehr, Minoo; Shoham, Aviv;
Open Access English
  • Published: 01 May 2003
  • Publisher: Universidade do minho. Núcleo de Estudos em Gestão (NEGE)
  • Country: Portugal
This theoretical paper addresses the influence of culture on risk taking and exploratory behavior. The cultural dimensions of long-term orientation, power distance, uncertainty avoidance, collectivism, and masculinity (Hofstede, 1984, 2001) are hypothesized to influence risk-taking behavior in general, and, through it, exploratory consumption behavior, risk taking, and risk attitudes and perception towards specific products. We also propose an empirical study to test the emergent model. Fundação para a Ciência e Tecnologia
free text keywords: Culture, Risk taking, Exploratory Behavior
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