Values and Lifestyles of Individualists and Collectivists: A Cross-culture Study on Taiwanese and US Consumers

This study, based on a large-scale representative data, implemented a Taiwanese version of lifestyle survey that adopted the questions from DDB Life Style Survey. Congruent with previous findings on values and lifestyles differences between ideocentrics (individualists) and allocentrics (collectivists) at the emic level (the US), this etic-level study found that consumers in the individualist culture (the US), as compared to those in the collectivist culture (Taiwan), were more brand-savvy, innovative, satisfied with their lives, financially satisfied and optimistic. They were also more likely to eat out, become impulsive buyers, and consider themselves better managers of finances. On the other hand, consumers in the collectivist culture were more health conscious. Results that were incongruent with those at the emic level were also discussed. In addition, findings could assist the decision makers in global business to effectively make better final decisions in the first place by responding to the quick-changing international market situation and severe marketing communication competition.

並列關鍵字

consumer behavior ； cross-culture study ； individualists ； collectivists ； lifestyle

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