On the Importance of Non-Dominant Cultural Dimensions: Effects of Vertical Individualism on Consumer Behaviour in Norway

Alexander Jakubanecs, Norwegian School of Economics and Business Administration, Norway
Magne Supphellen, Norwegian School of Economics and Business Administration, Norway
Our paper focuses on the intracultural variation in vertical and horizontal individualism-collectivism. Our research proves that the non-dominant cultural dimension of vertical individualism within the Norwegian culture can in fact be superior to the dominant dimensions of culture in predicting tendency to engage in national identity construction. Thus the argument is made against applying stereotypes of individualism-collectivism on the country level and the importance of recognizing intracultural variation in cultural orientations is emphasized.
[ to cite ]:
Alexander Jakubanecs and Magne Supphellen (2007) ,"On the Importance of Non-Dominant Cultural Dimensions: Effects of Vertical Individualism on Consumer Behaviour in Norway", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 442-445.