On the misuse and misinterpretation of dimensions of national culture

Abstract

Purpose

The purpose of this paper is to respond to the article by Brewer and Venaik (IMR

Design/methodology/approach

Based on experience in the study of consumer behavior, a critical analysis of applications of dimensional models of national culture in the existing marketing literature is presented.

Findings

Differences between models are caused by confusing value types, design and type of questions used.

Practical implications

Researchers tend to select one of several models for analyzing cross-cultural variables in consumer behavior, marketing and advertising without understanding the basic differences between the models. Ignorance of the fundamental and conceptual differences may cause the formulating of wrong hypotheses.

Originality/value

Next to highlighting the misuse of dimensions to individuals, this paper focuses on the origin of the differences between the models from a marketing point of view.

Citation

de Mooij, M. (2013), "On the misuse and misinterpretation of dimensions of national culture", International Marketing Review, Vol. 30 No. 3, pp. 253-261. https://doi.org/10.1108/02651331311321990