An Individual Analysis Approach to Cross-Cultural Research
It is suggested that cross cultural research examined using aggregate analysis often results in superficial or meaningless evaluations of cultural differences. A more realistic approach appears to be individual level analysis to examine how one group of individuals differs from another. This paper r...
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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
1987
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/214 https://acrwebsite.org/volumes/9822/volumes/v14/NA-14 |
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| Institution: | Singapore Management University |
| Language: | English |
| Summary: | It is suggested that cross cultural research examined using aggregate analysis often results in superficial or meaningless evaluations of cultural differences. A more realistic approach appears to be individual level analysis to examine how one group of individuals differs from another. This paper reports an application of the multi-attribute attitude model at the individual level on Asian consumers, to highlight the richness of individual analysis and advocates its appropriateness for ethnic research on consumer behavior. |
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