A Reexamination of Cultural-Based Effects on Judgment: The Impacts of Consumer Involvement and Product Involvement

Guohua Wu; Xin Liu; Jing Hu

doi:10.1007/978-3-319-26647-3_44

A Reexamination of Cultural-Based Effects on Judgment: The Impacts of Consumer Involvement and Product Involvement

Guohua Wu, Xin Liu^*, Jing Hu

^*Corresponding author for this work

Research output: Chapter in Book or Report/Conference proceeding › Chapter › peer-review

1 Citation (Scopus)

Abstract

The study examined the moderating role of consumer and product involvements on product evaluation in a cross-cultural context. A 2 (product involvement: low vs. high) × 2 (time pressure, low vs. high) × 2 (self-construal: independent, interdependent) between-subjects design was used to test the hypotheses. One hundred and ninety-eight subjects participated the study. Results supported a significant interaction effect between self-construal and product involvements. When product involvement levels change from low to high, the increased level of elaboration magnifies the cultural impact on interdependent, but no such effect was observed among independents.

Original language	English
Title of host publication	Developments in Marketing Science
Subtitle of host publication	Proceedings of the Academy of Marketing Science
Publisher	Springer Nature
Pages	223
Number of pages	1
DOIs	https://doi.org/10.1007/978-3-319-26647-3_44
Publication status	Published - 2016
Externally published	Yes

Publication series

Name	Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)	2363-6165
ISSN (Electronic)	2363-6173

Keywords

Between-subjects Design
Consumer Involvement
Cross-cultural Context
Cultural Impact
Interesting Products

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10.1007/978-3-319-26647-3_44

Cite this

Wu, G., Liu, X., & Hu, J. (2016). A Reexamination of Cultural-Based Effects on Judgment: The Impacts of Consumer Involvement and Product Involvement. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 223). (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). Springer Nature. https://doi.org/10.1007/978-3-319-26647-3_44

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abstract = "The study examined the moderating role of consumer and product involvements on product evaluation in a cross-cultural context. A 2 (product involvement: low vs. high) × 2 (time pressure, low vs. high) × 2 (self-construal: independent, interdependent) between-subjects design was used to test the hypotheses. One hundred and ninety-eight subjects participated the study. Results supported a significant interaction effect between self-construal and product involvements. When product involvement levels change from low to high, the increased level of elaboration magnifies the cultural impact on interdependent, but no such effect was observed among independents.",

keywords = "Between-subjects Design, Consumer Involvement, Cross-cultural Context, Cultural Impact, Interesting Products",

author = "Guohua Wu and Xin Liu and Jing Hu",

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year = "2016",

doi = "10.1007/978-3-319-26647-3_44",

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Wu, G, Liu, X & Hu, J 2016, A Reexamination of Cultural-Based Effects on Judgment: The Impacts of Consumer Involvement and Product Involvement. in Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer Nature, pp. 223. https://doi.org/10.1007/978-3-319-26647-3_44

A Reexamination of Cultural-Based Effects on Judgment: The Impacts of Consumer Involvement and Product Involvement. / Wu, Guohua; Liu, Xin; Hu, Jing.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature, 2016. p. 223 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Chapter in Book or Report/Conference proceeding › Chapter › peer-review

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AU - Liu, Xin

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AB - The study examined the moderating role of consumer and product involvements on product evaluation in a cross-cultural context. A 2 (product involvement: low vs. high) × 2 (time pressure, low vs. high) × 2 (self-construal: independent, interdependent) between-subjects design was used to test the hypotheses. One hundred and ninety-eight subjects participated the study. Results supported a significant interaction effect between self-construal and product involvements. When product involvement levels change from low to high, the increased level of elaboration magnifies the cultural impact on interdependent, but no such effect was observed among independents.

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Wu G, Liu X, Hu J. A Reexamination of Cultural-Based Effects on Judgment: The Impacts of Consumer Involvement and Product Involvement. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature. 2016. p. 223. (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). doi: 10.1007/978-3-319-26647-3_44

A Reexamination of Cultural-Based Effects on Judgment: The Impacts of Consumer Involvement and Product Involvement

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