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A Cross-cultural study of interpersonal information exchange

Author: Dawar, Niraj ; Parker, Philip M. ; Price, LydiaINSEAD Area: MarketingIn: Journal of International Business Studies, vol. 27, no. 3, 1996 Language: EnglishDescription: p. 497-516.Type of document: INSEAD ArticleNote: Please ask us for this itemAbstract: Research conducted primarily in the USA has shown that interpersonal influence arising from opinion exchange behaviour is an important factor in the consumer's product adoption and brand choice decisions. An important managerial question in the international arena is whether information giving and seeking behaviours depend on culture. In a study representing 11 nationalities the authors explore the role of culture in moderating consumer's 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 tendencies to share product-related opinions with others. Following earlier opinion leadership studies the authors find that individual characteristics such as product category interest and involvment are most indicative of active opinion leadership behavior
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Research conducted primarily in the USA has shown that interpersonal influence arising from opinion exchange behaviour is an important factor in the consumer's product adoption and brand choice decisions. An important managerial question in the international arena is whether information giving and seeking behaviours depend on culture. In a study representing 11 nationalities the authors explore the role of culture in moderating consumer's 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 tendencies to share product-related opinions with others. Following earlier opinion leadership studies the authors find that individual characteristics such as product category interest and involvment are most indicative of active opinion leadership behavior

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