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Microcultural Analysis of Variation in Sharing of Causal Reasoning about Behavior

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  • Sirsi, Ajay K
  • Ward, James C
  • Reingen, Peter H

Abstract

This article explores the relation of culture to consumption by investigating individual, social, and cultural sources of variation in the sharing of causal reasoning about behavior in two microcultures. The results suggest (1 ) the importance of intracultural variation in the study of culture, (2) differences between experts and novices as a robust source of this variation, (3) novel insights into the relationship between expertise and sociocultural phenomena, and (4) the potential for investigating attitude structure, categorization, and attribution as products of causal reasoning originating from cultural belief systems. The study also demonstrates the synergy created by diverse research methods. Copyright 1996 by the University of Chicago.

Suggested Citation

  • Sirsi, Ajay K & Ward, James C & Reingen, Peter H, 1996. "Microcultural Analysis of Variation in Sharing of Causal Reasoning about Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(4), pages 346-372, March.
    • Handle: RePEc:oup:jconrs:v:22:y:1996:i:4:p:346-72
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    Cited by:

    1. Messner, Wolfgang, 2022. "Cultural Heterozygosity: Towards a New Measure of Within-Country Cultural Diversity," Journal of World Business, Elsevier, vol. 57(4).
    2. Böger, Daniel & Kottemann, Pascal & Meißner, Martin & Decker, Reinhold, 2017. "A mechanism for aggregating association network data: An application to brand concept maps," Journal of Business Research, Elsevier, vol. 79(C), pages 90-106.
    3. Seung Lee, 2013. "Ethics and Expertise: A Social Networks Perspective," Journal of Business Ethics, Springer, vol. 118(3), pages 607-621, December.
    4. Messner, Wolfgang, 2022. "Advancing our understanding of cultural heterogeneity with unsupervised machine learning," Journal of International Management, Elsevier, vol. 28(2).
    5. Camilla Barbarossa, 2014. "La comunicazione organizzativa interna nelle organizzazioni di consumo etico: alcune riflessioni sui gruppi di acquisto solidale," ESPERIENZE D'IMPRESA, FrancoAngeli Editore, vol. 2014(1), pages 109-124.
    6. Lee, Seung Hwan (Mark), 2014. "The role of consumers' network positions on information-seeking behavior of experts and novices: A power perspective," Journal of Business Research, Elsevier, vol. 67(1), pages 2853-2859.
    7. van Rekom, Johan & Verlegh, Peeter W.J. & Slokkers, Robert, 2009. "The owner's edge: Brand ownership influences causal maps," Journal of Business Research, Elsevier, vol. 62(3), pages 339-344, March.
    8. Eleni Papaoikonomou & Mireia Valverde & Gerard Ryan, 2012. "Articulating the Meanings of Collective Experiences of Ethical Consumption," Journal of Business Ethics, Springer, vol. 110(1), pages 15-32, September.
    9. Kuenzel, Johanna & Musters, Pieter, 2007. "Social interaction and low involvement products," Journal of Business Research, Elsevier, vol. 60(8), pages 876-883, August.
    10. Carola Grebitus & Maike Bruhn, 2011. "A Way to More Effective Marketing Strategies," SAGE Open, , vol. 1(2), pages 21582440114, September.

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