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

Research English OPEN
Soares, Ana Maria; Farhangmehr, Minoo; Shoham, Aviv;
(2003)
  • Publisher: Universidade do minho. Núcleo de Estudos em Gestão (NEGE)
  • Subject: Culture | Risk taking | Exploratory Behavior

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... View more
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