TY - JOUR
T1 - The horizontal/vertical distinction in cross-cultural consumer research
AU - Shavitt, Sharon
AU - Lalwani, Ashok K.
AU - Zhang, Jing
AU - Torelli, Carlos J.
PY - 2006
Y1 - 2006
N2 - We argue for the importance of a relatively new cultural distinction in the horizontal (valuing equality) or vertical (emphasizing hierarchy) nature of cultures and cultural orientations. A review of the existing cross-cultural literature is presented suggesting that, although the contribution of the horizontal/vertical distinction is sometimes obscured by methods that conflate it with other dimensions, its impact is distinct from that associated with individualism- collectivism. We present studies that highlight several sources of value for the horizontal/vertical distinction - as a predictor of new consumer psychology phenomena and as a basis for refining the understanding of known phenomena. Results support the utility of examining this distinction for the understanding of personal values, advertising and consumer persuasion, self-presentational patterns, and gender differences. Methodological issues in studying the horizontal/vertical distinction are also discussed.
AB - We argue for the importance of a relatively new cultural distinction in the horizontal (valuing equality) or vertical (emphasizing hierarchy) nature of cultures and cultural orientations. A review of the existing cross-cultural literature is presented suggesting that, although the contribution of the horizontal/vertical distinction is sometimes obscured by methods that conflate it with other dimensions, its impact is distinct from that associated with individualism- collectivism. We present studies that highlight several sources of value for the horizontal/vertical distinction - as a predictor of new consumer psychology phenomena and as a basis for refining the understanding of known phenomena. Results support the utility of examining this distinction for the understanding of personal values, advertising and consumer persuasion, self-presentational patterns, and gender differences. Methodological issues in studying the horizontal/vertical distinction are also discussed.
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U2 - 10.1207/s15327663jcp1604_3
DO - 10.1207/s15327663jcp1604_3
M3 - Article
AN - SCOPUS:34248570997
SN - 1057-7408
VL - 16
SP - 325
EP - 342
JO - Journal of Consumer Psychology
JF - Journal of Consumer Psychology
IS - 4
ER -