Beyond Individualism/Collectivism: New Theoretical Perspectives in Culture-Based Research

Discussion Leader: Sharon Shavitt, University of Illinois at Urbana-Champaign

BEYOND INDIVIDUALISM/COLLECTIVISM: NEW THEORETICAL PERSPECTIVES IN CULTURE-BASED RESEARCH

 

Primary Organizers:   Sharon Shavitt, University of Illinois at Urbana-Champaign  

Ana Valenzuela, Baruch College

 

Participants:                            Donnel Briley, Hong Kong University of Science and Technology

Shailendra Pratap Jain, Indiana University

Angela Y. Lee, Northwestern University

David Luna, Baruch College

                                                             Durairaj Maheswaran, New York University

Sharon Shavitt, University of Illinois at Urbana-Champaign

Cristel Russel, San Diego State University

Ana Valenzuela, Baruch College

Robert S.Wyer, Hong Kong University of Science and Technology

 

 

SHORT ABSTRACT

 

Most of the early work on cross-cultural differences in consumer behavior applied explanations based on Hofstede’s (1981) cultural dimensions, most particularly on differences in individualism/collectivism ratings across countries. This roundtable will focus on the discussion of new frameworks that are transforming culture-based research beyond the broad and descriptive emphasis on individualism/collectivism.  In particular, this roundtable’s objective is to discuss research that deals with cultural processes: definitions, cognitive mechanisms, process instruments, and tacit measures.
[ to cite ]:
Discussion Leader: Sharon Shavitt (2006) ,"Beyond Individualism/Collectivism: New Theoretical Perspectives in Culture-Based Research", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 470-470.