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A Cross-Cultural Study of Interpersonal Information Exchange


  • Niraj Dawar

    (University of Western Ontario)

  • Phillip M Parker


  • Lydia J Price

    (Hong Kong University of Science and Technology)


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

Suggested Citation

  • Niraj Dawar & Phillip M Parker & Lydia J Price, 1996. "A Cross-Cultural Study of Interpersonal Information Exchange," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 27(3), pages 497-516, September.
  • Handle: RePEc:pal:jintbs:v:27:y:1996:i:3:p:497-516

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    3. Kustin, Richard Alan, 2004. "Marketing mix standardization: a cross cultural study of four countries," International Business Review, Elsevier, vol. 13(5), pages 637-649, October.
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    5. 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.
    6. 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.
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    8. Cleveland, Mark & Bartikowski, Boris, 2018. "Cultural and identity antecedents of market mavenism: Comparing Chinese at home and abroad," Journal of Business Research, Elsevier, vol. 82(C), pages 354-363.
    9. Ollo-López, Andrea & Bayo-Moriones, Alberto & Larraza-Kintana, Martín, 2011. "The impact of country-level factors on the use of new work practices," Journal of World Business, Elsevier, vol. 46(3), pages 394-403, July.
    10. 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.
    11. Shiu, Edward & Walsh, Gianfranco & Hassan, Louise M. & Parry, Sara, 2015. "The direct and moderating influences of individual-level cultural values within web engagement: A multi-country analysis of a public information website," Journal of Business Research, Elsevier, vol. 68(3), pages 534-541.
    12. Walsh, Gianfranco & Elsner, Ralf, 2012. "Improving referral management by quantifying market mavens’ word of mouth value," European Management Journal, Elsevier, vol. 30(1), pages 74-81.
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    14. 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.
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    17. Bathaee, Atieh, 2011. "Culture affects consumer behavior: Theoretical reflections and an illustrative example with Germany and Iran," Wirtschaftswissenschaftliche Diskussionspapiere 02/2011, University of Greifswald, Faculty of Law and Economics.
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    19. Mingzhou Yu & Fang Liu & Julie Anne Lee, 2019. "Consumers’ responses to negative publicity: the influence of culture on information search and negative word-of-mouth," Journal of Brand Management, Palgrave Macmillan, vol. 26(2), pages 141-156, March.
    20. 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.
    21. Soares, Ana Maria & Farhangmehr, Minoo & Shoham, Aviv, 2007. "Hofstede's dimensions of culture in international marketing studies," Journal of Business Research, Elsevier, vol. 60(3), pages 277-284, March.
    22. Xicheng Yin & Hongwei Wang & Qiangwei Xia & Qican Gu, 2019. "How Social Interaction Affects Purchase Intention in Social Commerce: A Cultural Perspective," Sustainability, MDPI, Open Access Journal, vol. 11(8), pages 1-18, April.

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