The Effect of Vertical Individualism on Status Consumption and Advertising Response

Going beyond cultural differences in Individualism-Collectivism, we disentangle the Vertical (V) from Horizontal (H) aspects of Individualism (I) to illuminate its distinct effects in consumption and persuasion in three studies. We found that VI values affect consumers’ brand consciousness, brand buying behavior, and their responses to status advertising appeals.



Citation:

Michelle Nelson and Jing Zhang (2012) ,"The Effect of Vertical Individualism on Status Consumption and Advertising Response", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1117-1117.

Authors

Michelle Nelson, University of Illinois at Urbana-Champaign, USA
Jing Zhang, San Jose State Universtiy, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

Perceptions of Epistemic vs. Aleatory Uncertainty Affect Stock Investment

Daniel Walters, INSEAD, France
Gulden Ulkumen, University of Southern California, USA
Carsten Erner, FS Card
David Tannebaum, University of Utah, USA
Craig Fox, University of California Los Angeles, USA

Read More

Featured

Visualizing Price Magnitude: How Slider Scales Change Willingness-to-Pay

Manoj Thomas, Cornell University, USA
Ellie Kyung, Dartmouth College, USA

Read More

Featured

The Experiential Advantage: A Meta-Analysis

Evan Weingarten, University of California San Diego, USA
Joseph K Goodman, Ohio State University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.