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Culture, personality and morality

129 citations0/0 files storedInternational Marketing Review

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Ethics in Business and Education Consumer Behavior in Brand Consumption and Identification Cultural Differences and Values

Abstract

With business becoming more international, marketers need to understand the ethical beliefs of foreign consumers because of their effect on the outcomes of market expansion strategies. The ethical judgments of US consumers have been examined, but few studies have investigated similar attitudes in foreign‐national settings. To understand the various types of consumer ethics, this exploratory study classifies ethical beliefs by linking Hofstede’s cultural taxonomy to personality and ethics. This classification is achieved by comparing ethical judgments of consumers from eight different countries the USA, Ireland, Austria, Egypt, Lebanon, Hong Kong, Indonesia, and Australia. Labels for the emergent cultural personality types are also developed. Strategic implications for marketers are then discussed.

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References

1983Culture's Consequences: International Differences in Work-Related Values.1990Measuring Organizational Cultures: A Qualitative and Quantitative Study Across Twenty Cases 1983The Cultural Relativity of Organizational Practices and Theories 1970Studies in Machiavellianism 1986A General Theory of Marketing Ethics 1985A Contingency Framework for Understanding Ethical Decision Making in Marketing 1987Chinese Values and the Search for Culture-Free Dimensions of Culture 1989A Synthesis of Ethical Decision Models for Marketing

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