Culture Matters: the Impact of Power-Distance Belief on Consumers' Impulsive Buying Tendency

Yinlong Zhang, University of Texas, San Antonio
Vikas Mittal, University of Pittsburgh
We propose there is a systematic impact of power-distance belief on consumers’ impulsive buying tendency. We test this hypothesis using an ACNeilsen cross-country dataset comparing consumers from 15 Asia Pacific markets on their impulsive shopping tendency (Study 1), by measuring power-distance belief and test its effect on an established impulsive buying scale (Study 2) and by priming power-distance belief and test its effect on an indirect buying scenario (Study 3), further we test the moderating roles of hedonic versus utilitarian processing objectives. Results show that consumers with high power-distance belief tend to show less strong impulsive buying tendency than consumers with low power-distance belief. Further, the effect of power-distance belief on impulsive buying tendency is stronger when consumers engage in utilitarian than hedonic processing objectives.
[ to cite ]:
Yinlong Zhang and Vikas Mittal (2008) ,"Culture Matters: the Impact of Power-Distance Belief on Consumers' Impulsive Buying Tendency", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 643-643.