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A Cross-cultural study of interpersonal information seeking and giving behavior

Author: Dawar, Niraj ; Parker, Philip M. ; Price, LydiaINSEAD Area: Marketing Series: Working Paper ; 93/20/MKT Publisher: Fontainebleau : INSEAD, 1993.Language: EnglishDescription: 31 p.Type of document: INSEAD Working Paper Online Access: Click here Abstract: Research conducted primarily in the United States has shown that the interpersonal influences are more important than most other factors in consumers' product adoption and brand choice decisions. Is the level of information giving and seeking behavior dependent on culture ? In a study representing over 35 nationalities, we examine the importance of interpersonal influences across cultures. Consistent with arguments which favor the globalization of marketing efforts, our study indicates that individual factors (information search behavior, risk aversion and category interest) better explain differences in interpersonal information seeking and giving one's culture, or country of origin
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Research conducted primarily in the United States has shown that the interpersonal influences are more important than most other factors in consumers' product adoption and brand choice decisions. Is the level of information giving and seeking behavior dependent on culture ? In a study representing over 35 nationalities, we examine the importance of interpersonal influences across cultures. Consistent with arguments which favor the globalization of marketing efforts, our study indicates that individual factors (information search behavior, risk aversion and category interest) better explain differences in interpersonal information seeking and giving one's culture, or country of origin

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