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An Empirical Assessment of Cross-Cultural Age Self-Construal Measurement: Evidence from Three Countries

Author

Listed:
  • Denis Guiot

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Benny Barak

Abstract

This study investigated which age measures, independent or interdependent, were better for cross-cultural consumer research. Specifically, it assessed the fit between the "actual" and "ideal" self-concept model within the framework of self-construal theory by examining the actual and ideal self-attributed age identity across South Korea (n = 480), China (n = 207), and France (n = 338) using both independent and interdependent age identity scales. Multivariate analyses revealed differences for individuated self-schemata across the three countries for actual and ideal age self-construal, as well as for actual other-referent interdependent age self-schemata. However, the reverse occurred too: The ideal interdependent ages showed a lack of difference across the three different cultures. Overall, the results indicate that interdependent decade scales are better than independent age scales for cross-cultural consumer behavior studies. Though such scales are more complex, they are easy to translate and to administer, and simple to analyze and to interpret. Evidence also suggests that such scales are reliable and robust across disparate samples in the countries studied.

Suggested Citation

  • Denis Guiot & Benny Barak, 2011. "An Empirical Assessment of Cross-Cultural Age Self-Construal Measurement: Evidence from Three Countries," Post-Print halshs-00643840, HAL.
  • Handle: RePEc:hal:journl:halshs-00643840
    DOI: 10.1002/mar.20397
    as

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    Citations

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    Cited by:

    1. Amatulli, Cesare & Guido, Gianluigi & Nataraajan, Rajan, 2015. "Luxury purchasing among older consumers: exploring inferences about cognitive Age, status, and style motivations," Journal of Business Research, Elsevier, vol. 68(9), pages 1945-1952.
    2. Chaouali, Walid & Souiden, Nizar, 2019. "The role of cognitive age in explaining mobile banking resistance among elderly people," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 342-350.
    3. Hector Gonzalez-Jimenez, 2017. "The self-concept life cycle and brand perceptions: An interdisciplinary perspective," AMS Review, Springer;Academy of Marketing Science, vol. 7(1), pages 67-84, June.
    4. Anil Mathur & Fon Sim Ong & Choong Kwai Fatt & Pakakorn Rakrachakarn & George P. Moschis, 2017. "Beyond cognitive age: developing a multitheoretical measure of age and its assessment," Journal of Marketing Analytics, Palgrave Macmillan, vol. 5(1), pages 31-43, March.

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