Culture and consumer behavior: the role of horizontal and vertical cultural factors

• We examine horizontal and vertical individualism–collectivism in consumer behavior.
• These cultural factors address how hierarchy and power are conceptualized.
• For vertical individualists, power is associated with status and prestige.
• For horizontal collectivists, power is associated with benefiting, helping others.
• Cultural factors predict status seeking and prosocial spending in the marketplace.

We examine the influence of culture on consumer behavior with a particular focus on horizontal and vertical individualism and collectivism. Cultures vary in their propensity to emphasize hierarchy, a distinction captured by examining horizontal/vertical cultural orientations or contexts. These cultural factors pattern personal values and goals, power concepts, and normative expectations applied to the exercise of power. We review implications for how consumers respond to brands in the marketplace, service providers, and each others’ needs.