Article ID Journal Published Year Pages File Type
1019135 Journal of Business Research 2008 10 Pages PDF
Abstract

Individualism/Collectivism is the most widely used cultural dimension in the marketing literature; yet researchers suggest that distinctions within cultures, such as the horizontal and vertical dimensions of Individualism and Collectivism (Singelis et al., 1995; Shavitt et al., 2006), may provide better insights into consumption behavior and responses to marketing stimuli. However, the 32-item attitudinal scale typically used to measure H/V dimensions has been plagued by measurement problems limiting its use and applicability in cross-cultural marketing and consumer research. This paper presents data from six samples in four countries (China, Denmark, India, the U.S.) conducted to test a parsimonious and psychometrically stable 14-item scale measuring the horizontal/vertical and individualist/collectivist dimensions of culture. Theoretical and methodological support for the new scale is offered. The 14-item reduced scale adequately taps into the domain of the construct.

Related Topics
Social Sciences and Humanities Business, Management and Accounting Business and International Management
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