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Differences in “cultural values” and theireffects on responses to marketing stimuli: A cross‐cultural study between Australians and Chinese from the People’s Republic of China

Anthony Chun‐Tung Lowe (School of Marketing, University of South Australia, Adelaide, Australia)
David R. Corkindale (School of Marketing, University of South Australia, Adelaide, Australia)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 October 1998

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Abstract

This is an exploratory cross‐cultural study. It attempts to measure the differences in cultural values between Australians and Chinese from the People’s Republic of China. This study also seeks to show how the differences in responses by these two groups of people to some marketing stimuli are likely to be associated with the differences in cultural values. This study indicates that there are differences in cultural values and attitudes/ perceptions towards various marketing stimuli between Australians and the Chinese from PRC. Furthermore, the results indicate that the cultural values which influence attitudes and perceptions towards the marketing stimuli are more complex than just the differences in cultural values. One cannot assume that the same set of values will influence two different groups of consumers’ responses for the same marketing stimuli.

Keywords

Citation

Chun‐Tung Lowe, A. and Corkindale, D.R. (1998), "Differences in “cultural values” and theireffects on responses to marketing stimuli: A cross‐cultural study between Australians and Chinese from the People’s Republic of China", European Journal of Marketing, Vol. 32 No. 9/10, pp. 843-867. https://doi.org/10.1108/03090569810232291

Publisher

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MCB UP Ltd

Copyright © 1998, MCB UP Limited

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