publication . Article . Other literature type . 1996

A cross-cultural study of interpersonal information exchange

Niraj Dawar; Phillip M Parker; Lydia J Price;
Open Access
  • Published: 01 Sep 1996 Journal: Journal of International Business Studies, volume 27, pages 497-516 (issn: 0047-2506, eissn: 1478-6990, Copyright policy)
  • Publisher: Springer Science and Business Media LLC
Abstract
Research conducted primarily in the United States has shown that interpersonal influence arising from opinion exchange behavior is an important factor in consumers' product adoption and brand choice decisions. An important managerial question in the international arena is whether information-giving and seeking behaviors depend on culture. In a study representing eleven nationalities, we explore the role of culture in moderating consumers' opinion exchange behavior. Results indicate that the cultural characteristics of power distance and uncertainty avoidance [Hofstede 1980] influence the focus of consumers' product information search activities, but not their te...
Subjects
free text keywords: Management of Technology and Innovation, Strategy and Management, Economics and Econometrics, General Business, Management and Accounting, Business and International Management, Product category, Uncertainty avoidance, Organizational culture, Interpersonal communication, Information exchange, Finance, business.industry, business, Opinion leadership, Interpersonal influence, Marketing, Hofstede's cultural dimensions theory
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