Developing and Testing the Cultural Embeddedness of Products (Cep) Scale

Alexander Jakubanecs, Marketing Department, Stern School of Business at New York University
Magne Supphellen, Department of Strategy and Management, Norwegian School of Economics and Business Administration

Title: Developing and Testing the Cultural Embeddedness of Products (CEP) Scale

 

Alexander Jakubanecs, Department of Strategy and Management, Norwegian School of Economics and Business Administration, currently at New York University

 

Magne Supphellen, Department of Strategy and Management, Norwegian School of Economics and Business Administration

 

 

Abstract

National culture is an important variable in explaining consumer behavior. Cultural meanings embedded in products affect the way consumers process information, form attitudes and make decisions about products. Previous research on the role cultural meanings in products has often adopted a qualitative anthropological approach. In this research, we develop a multidimensional measure of cultural embeddedness of products, the CEP-scale. The scale is tested on two Russian non-student samples and shown to have three dimensions and sound psychometric properties.
[ to cite ]:
Alexander Jakubanecs and Magne Supphellen (2006) ,"Developing and Testing the Cultural Embeddedness of Products (Cep) Scale", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 338-339.