The Effect of Vertical Individualism on Status Consumption and Advertising Response

Michelle Nelson, University of Illinois at Urbana-Champaign, USA
Jing Zhang, San Jose State Universtiy, USA
Going beyond cultural differences in Individualism-Collectivism, we disentangle the Vertical (V) from Horizontal (H) aspects of Individualism (I) to illuminate its distinct effects in consumption and persuasion in three studies. We found that VI values affect consumers’ brand consciousness, brand buying behavior, and their responses to status advertising appeals.
[ to cite ]:
Michelle Nelson and Jing Zhang (2012) ,"The Effect of Vertical Individualism on Status Consumption and Advertising Response", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1117-1117.