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

Research output: Journal Publications and ReviewsRGC 21 - Publication in refereed journalpeer-review

50 Scopus Citations
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Original languageEnglish
Pages (from-to)149-154
Journal / PublicationCurrent Opinion in Psychology
Online published12 Dec 2015
Publication statusPublished - 1 Apr 2016
Externally publishedYes


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.