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Incorporating cultural values for understanding the influence of perceived product creativity on intention to buy: An examination in Italy and the US

Author

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  • Gaia Rubera

    (Department of Marketing, The Eli Broad College of Business, Michigan State University, East Lansing, USA)

  • Andrea Ordanini

    (Department of Management, Bocconi University, Milan, Italy)

  • David A Griffith

    (Department of Marketing, The Eli Broad College of Business, Michigan State University, East Lansing, USA)

Abstract

Extending our understanding of the effects of perceived product creativity, this study contributes to the literature by empirically investigating the influence of cultural values on the relationship between the creativity dimensions of novelty and meaningfulness and intention to buy. Schwartz's values framework is employed to theorize cultural differences. The results, based upon 206 Italian and 201 US consumers surveyed via a mall-intercept approach, indicate that novelty is a more important dimension of product creativity in the US (i.e., a low-resultant conservative/high-resultant self-enhancement culture) than in Italy (i.e., a high-resultant conservatism/low-resultant self-enhancement culture) in influencing intention to buy and that meaningfulness is a more important dimension of creativity in Italy than in the US in influencing intention to buy. These results provide important standardization/adaptation implications for international marketing academics and practitioners.

Suggested Citation

  • Gaia Rubera & Andrea Ordanini & David A Griffith, 2011. "Incorporating cultural values for understanding the influence of perceived product creativity on intention to buy: An examination in Italy and the US," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 42(4), pages 459-476, May.
    • Handle: RePEc:pal:jintbs:v:42:y:2011:i:4:p:459-476
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    Citations

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    Cited by:

    1. Grazia D. Santangelo & Anupama Phene, 2022. "Knowledge sourcing by the multinational enterprise: An individual creativity-based model," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 53(3), pages 434-448, April.
    2. Henry M. H. Chan & Vincent W. S. Cho, 2022. "An Empirical Study: The Impact of Collaborative Communications on New Product Creativity That Contributes to New Product Performance," Sustainability, MDPI, vol. 14(8), pages 1-17, April.
    3. Zhang, Tianyu & Dong, Peiwu & Zeng, Yongchao & Ju, Yanbing, 2022. "Analyzing the diffusion of competitive smart wearable devices: An agent-based multi-dimensional relative agreement model," Journal of Business Research, Elsevier, vol. 139(C), pages 90-105.
    4. Im, Subin & Bhat, Subodh & Lee, Yikuan, 2015. "Consumer perceptions of product creativity, coolness, value and attitude," Journal of Business Research, Elsevier, vol. 68(1), pages 166-172.
    5. Liang Xiao & Feipeng Guo & Fumao Yu & Shengnan Liu, 2019. "The Effects of Online Shopping Context Cues on Consumers’ Purchase Intention for Cross-Border E-Commerce Sustainability," Sustainability, MDPI, vol. 11(10), pages 1-24, May.
    6. Laura I.M. Colm & Antonella Car?, 2016. "Two faces of the same coin: how the interplay between organizational and territorial culture builds the concept of service culture," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2016(3), pages 87-109.
    7. Oh, Ga-Eun (Grace) & Aliyev, Murod & Kafouros, Mario & Au, Alan Kai Ming, 2022. "The role of consumer characteristics in explaining product innovation performance: Evidence from emerging economies," Journal of Business Research, Elsevier, vol. 149(C), pages 713-727.
    8. Cláudia Frias Pinto & Fernando Ribeiro Serra & Manuel Portugal Ferreira, 2014. "A bibliometric study on culture research in International Business," Working Papers 107, globADVANTAGE, Polytechnic Institute of Leiria.
    9. David A. Griffith & Hannah S. Lee & Goksel Yalcinkaya, 2023. "Understanding the relationship between advertising spending and happiness at the country level," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 54(1), pages 128-150, February.
    10. Cheng, Colin C.J. & Krumwiede, Dennis, 2017. "What makes a manufacturing firm effective for service innovation? The role of intangible capital under strategic and environmental conditions," International Journal of Production Economics, Elsevier, vol. 193(C), pages 113-122.
    11. Jacobs, Nele & Swoboda, Bernhard, 2023. "The role of national institutions in the effects of consumers’ perceived customer orientation and firm innovativeness," International Business Review, Elsevier, vol. 32(5).
    12. Bernhard Swoboda & Cathrin Puchert & Dirk Morschett, 2016. "Explaining the differing effects of corporate reputation across nations: a multilevel analysis," Journal of the Academy of Marketing Science, Springer, vol. 44(4), pages 454-473, July.
    13. Constanze Chwallek & Andreas Engelen & Monika Oswald & Malte Brettel, 2012. "Die Wirkung des Führungsverhaltens des Top-Managements auf die unternehmerische Orientierung — ein 5-Länder-Vergleich," Schmalenbach Journal of Business Research, Springer, vol. 64(2), pages 138-165, March.
    14. Shams, Rahil & Brown, Mark & Alpert, Frank, 2020. "A model and empirical test of evolving consumer perceived brand innovativeness and its two-way relationship with consumer perceived product innovativeness," Australasian marketing journal, Elsevier, vol. 28(4), pages 171-180.
    15. Griffith, David A. & Lee, Hannah S. & Yalcinkaya, Goksel, 2023. "Understanding the relationship between the use of social media and the prevalence of anxiety at the country level: a multi-country examination," International Business Review, Elsevier, vol. 32(4).
    16. Shanshan Dai & Qingming Cui & Honggang Xu, 2018. "The Resilience Capabilities of Yumcha Restaurants in Shaping the Sustainability of Yumcha Culture," Sustainability, MDPI, vol. 10(9), pages 1-17, September.

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