On the distinction between cultural and cross-cultural psychological approaches and its significance for consumer psychology

Cultural and cross-cultural psychological methods are reviewed and compared and contrasted with each other. Underlying conceptions of culture that underpin both are presented, as are varying methods associated with each approach. The consumer research questions that are best answered using each approach are identified. How each approach informs the other is discussed, as are the deficiencies of each approach. Finally, how consumer research can benefit from understanding the differences in the two approaches is examined.