Individual Preferences Versus Group Preferences: the Effect of Cultural Orientation on Consumer Receptivity to Customized Offers

Thomas Kramer, Baruch College, CUNY
Suri Weisfeld-Spolter, Baruch College, CUNY
Maneesh Thakkar, Baruch College, CUNY

INDIVIDUAL PREFERENCES VERSUS GROUP PREFERENCES: THE EFFECT OF CULTURAL ORIENTATION ON CONSUMER RECEPTIVITY TO CUSTOMIZED OFFERS

 

Thomas Kramer, Baruch College / CUNY

Suri Spolter-Weisfeld, Baruch College / CUNY

Maneesh Thakkar, Baruch College / CUNY

 

 

 

Marketing activities increasingly involve customizing products to the individual preferences of customers. However, individual preferences may not be important for product choice for all consumers alike. Providing evidence of the limits of customization, two experiments show that consumers who exhibit interdependent or collectivistic tendencies tend to be more receptive to offers that are not customized to their own individual preferences, but instead to the average preferences of relevant in-groups. However, the interactive effect of cultural orientation and type of marketing approach on receptivity to customized offers is only obtained for products that are consumed in public.
[ to cite ]:
Thomas Kramer, Suri Weisfeld-Spolter, and Maneesh Thakkar (2006) ,"Individual Preferences Versus Group Preferences: the Effect of Cultural Orientation on Consumer Receptivity to Customized Offers", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 462-463.