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A Cross-Cultural Study of Interpersonal Information Exchange

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Author Info

  • Niraj Dawar

    (University of Western Ontario)

  • Phillip M Parker

    (INSEAD)

  • Lydia J Price

    (Hong Kong University of Science and Technology)

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    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 tendencies to share product-related opinions with others. Following earlier opinion leadership studies, we find that individual characteristics such as product category interest and involvement are most indicative of active opinion leadership behavior.© 1996 JIBS. Journal of International Business Studies (1996) 27, 497–516

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    Bibliographic Info

    Article provided by Palgrave Macmillan in its journal Journal of International Business Studies.

    Volume (Year): 27 (1996)
    Issue (Month): 3 (September)
    Pages: 497-516

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    Handle: RePEc:pal:jintbs:v:27:y:1996:i:3:p:497-516

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    Web page: http://www.palgrave-journals.com/

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    Postal: Palgrave Macmillan Journals, Subscription Department, Houndmills, Basingstoke, Hampshire RG21 6XS, UK
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    Cited by:
    1. Cleveland, Mark & Laroche, Michel, 2007. "Acculturaton to the global consumer culture: Scale development and research paradigm," Journal of Business Research, Elsevier, vol. 60(3), pages 249-259, March.
    2. Choi, Jayoung & Geistfeld, Loren V., 2004. "A cross-cultural investigation of consumer e-shopping adoption," Journal of Economic Psychology, Elsevier, vol. 25(6), pages 821-838, December.
    3. Mooradian, Todd A. & Swan, K. Scott, 2006. "Personality-and-culture: The case of national extraversion and word-of-mouth," Journal of Business Research, Elsevier, vol. 59(6), pages 778-785, June.
    4. Christopher Schlägel & Birgitta Wolff, 2007. "Country-Specific Effects of Reputation and Information: A Comparison of Online Auctions in Germany, the UK, and the US," FEMM Working Papers 07027, Otto-von-Guericke University Magdeburg, Faculty of Economics and Management.
    5. Bathaee, Atieh, 2011. "Culture affects consumer behavior: Theoretical reflections and an illustrative example with Germany and Iran," Wirtschaftswissenschaftliche Diskussionspapiere 02/2011, Ernst Moritz Arndt University of Greifswald, Faculty of Law and Economics.
    6. Qu, Wen Guang & Yang, Zhiyong & Wang, Zhongming, 2011. "Multi-level framework of open source software adoption," Journal of Business Research, Elsevier, vol. 64(9), pages 997-1003, September.
    7. Yang, Zhiyong & Laroche, Michel, 2011. "Parental responsiveness and adolescent susceptibility to peer influence: A cross-cultural investigation," Journal of Business Research, Elsevier, vol. 64(9), pages 979-987, September.

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