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Buying directly from farmers online has become increasingly popular in recent years. This study aims to investigate the effect of the interaction between various consumption values that drive consumers to buy directly from farmers online. The proposed conceptual framework suggests that consumers who buy online directly from farmers are driven by an interaction of weighted individualistic consumption value (i.e. an integration of values such as saving money, getting quality and fresh produce) and collectivistic values (pro-environmental behaviour and ethnocentric perception).

Data were collected using a representative sample of 576 consumers via an online access panel and analysed using AMOS SEM.

A weighted individualistic consumption value affects consumer attitudes and, consequently, consumers' intention to buy agri-food products directly from farmers. Nonetheless, individualistic consumption value is more effective in enhancing attitudes among consumers with high pro-environmental behaviour. Moreover, ethnocentric perception lowers the effect of individualistic consumption value on attitudes and enhances the positive effect of attitudes on buying intention.

This study contributes to the literature on consumer online behaviour when buying food products directly from farmers. Its originality lies in the effect of interacting individualistic and collectivistic consumption values to explain consumer motivation for this behaviour.

The slogans adopted by higher-education institutions usually target all college stakeholders without differentiation, even though these stakeholders may have quite different connections to the organization. The purpose of this paper is to understand whether there is a relationship between students’ cultural backgrounds and their preferences for slogans of higher-education institutions.

The study utilized a survey for data collection. In total, 295 participants answered questions about preferences for slogans appealing to purchase or product involvement, and individualistic or collectivist values.

The results suggest that participants from both collectivist and individualistic societies prefer slogans that appeal to the values pertinent to their respective cultures. Representatives of both groups preferred slogans referring to the benefits of education over slogans describing features of particular institutions.

Slogans with messages appealing to people from collectivist and individualistic messages cultures should be included in promotional materials and distributed among corresponding audiences. Slogans for prospective students should refer to the advantages of studying in a particular institution, while current students should be targeted with slogans that encourage dedicated studying in general.

The findings contribute to the understanding of factors increasing effectiveness of higher-education slogans. It is also one of the first studies of how students from India (Punjab and Kerala states) and the Philippines process promotional materials from western educational institutions.

This study aims to identify mechanisms to manage conflicts that occur when organizations with different cultures, habits and experiences try to coordinate effectively in international joint ventures (IJV). This study proposes that partners can promote their joint venture performance to the extent that they rely on cooperative rather than competitive conflict management. This study further hypothesizes that adopting collectivist values strengthens relationships and thereby provides a foundation for cooperative conflict management.

The authors collected data for this study in Shanghai, which is currently the most attractive province in China for FDI (FDI Intelligence, 2014). In all, 75 pairs of foreign and Chinese managers at middle and senior levels, knowledgeable about the joint venture relationships, completed their respective questionnaires.

Results of the structural equation analyses support the hypotheses that collectivist values support cooperative conflict management that in turn facilitates joint venture learning and performance. In contrast, individualistic values promoted competitive conflict management which in turn frustrated IJV performance.

Results suggest that IJV managers can strengthen their venture by developing collective values and training such cooperative conflict management skills as self-expression and demonstrating understanding of opposing views.

This study directly documents that while conflicts may interfere they can also stimulate discussions and decisions that promote coordination and performance of IJVs. This study contributes to conflict management research that has largely focused on investigating the consequences of approaches by examining conditions that promote constructive conflict management approaches.

The purpose of this paper is to study the roles of dual personal values (individualistic and collectivistic) and consumer attitudes toward dual purchase consequences (individual and environmental) as the precursors of a commitment to green consumption. Furthermore, the variance within the studied relationships is explored across the segments of the selected consumer sample.

Partial least squares and finite mixture–partial least squares path modeling approaches are employed to examine the studied relationships and check for heterogeneity, respectively, among the sample of 406 Vietnamese consumers.

The results indicate that individualistic values positively and negatively affect attitudes toward purchase consequences at the individual and environmental levels, respectively, while collectivistic values have only a positive impact on attitudes at the environment level. Compared to the individual level, attitudes toward environmental purchase consequences propagate a fuller commitment to green consumption. Collectivistic, but not individualistic, consumers are a suitable target segment for green business. Consumers within the selected sample exhibit different green behavioral patterns.

This research provides valuable insights into the under-researched aspect of green consumption commitment based on an extended value–attitude–behavior model. Previously unobserved heterogeneity is revealed and green consumption tendency segments are identified.

This study examines cross-cultural differences in the emotional labor performed by flight attendants working in a multi-cultural setting. There appears to be cultural variations in how workers perform emotional labor, notably in the extent to which they engage in deep acting and hide their feelings, but not in the extent to which they fake their emotional displays. The results generally suggest that collectivism, both vertical and horizontal, is associated with deep acting.

The purpose of this paper is to look at product reviews from a cross‐cultural perspective. Product reviews are potentially an influential form of marketing communication, as well as a predictor of sales performance. With Hofstede's typology as a backdrop, the basic proposition of this study is that collectivistic cultural values place more emphasis on giving face to others, even in impersonal social environments, resulting in them giving more positive product reviews than their individualistic counterparts.

The paper uses content analysis of Chinese and American computer game reviews to test the hypotheses.

The results showed that Chinese reviews use fewer negative comments and give higher final ratings for the same set of products than their American counterparts. In addition, Chinese reviews showed a lower consistency between their evaluative comments and their final ratings. Also confirmed is a common belief that final ratings are a summary of the evaluative comments of the review‐texts.

Future research is invited.

Theoretically, the study refines the understanding of differences between individualistic and collectivistic cultures. Practically, it is suggested that if consumers' cultural values are reflected in product reviews, international marketers should weigh and balance possible cultural bias when they decode evaluations of their products from reviews published in other countries' media.

Product reviews are a rich but ignored resource with high marketing value. It is hoped that the study can stimulate both marketing researchers and practitioners to make better use of product reviews to further understand marketing phenomena and make better marketing decisions.

Scholarly research provides few insights into how integrating the western values of individualism and low power distance with the eastern values of collectivism and high power distance may influence cross-cultural conflict management. Following the framework of the theory of cooperation and competition, the purpose of this paper is to directly examine the impacts of organization-level collectivism and individualism, as well as high and low power distance, to determine the interactive effects of these four factors on cross-cultural conflict management.

This is a 2×2 experiment study. Data were collected from a US laboratory experiment with 80 participants.

American managers working in a company embracing western low power distance and eastern collectivism values were able to manage conflict cooperatively with their Chinese workers. Moreover, American managers working in a company valuing collectivism developed more trust with Chinese workers, and those in a company culture with high power distance were more interested in their workers’ viewpoints and more able to reach integrated solutions.

This study is an interdisciplinary research applying the social psychology field’s theory of cooperation and competition to the research on employee-manager, cross-cultural conflict management (which are industrial relations and organizational behavior topics, respectively), with an eye to the role of cultural adaptation. Furthermore, this study included an experiment to directly investigate the interactions between American managers and Chinese workers discussing work distribution conflict in four different organizational cultures.

The purpose of this paper is to strengthen the theoretical foundation of the distributive justice literature by isolating and exploring the major independent variables (individualism/collectivism; subordinate group membership; and subordinate performance variations) identified from previous studies. Their individual and cumulative influence on supervisory allocation behaviour is the foundation of this paper.

A conceptual exploration of past studies reveals the variables that impact the allocation choice of supervisors. Utilizing these factors, a theoretically based model that explores the direct and interactive influences of these independent variables on allocation behaviour, as well as the subsequent impact of the allocation behaviour on future supervisors – subordinate social exchanges are developed.

A cogent, theoretical framework is delineated for a well‐established research stream (distributive justice) that severely needs one. Propositions are also derived to direct future empirical inquiry. In sum, the allocation model succeeds in consolidating the plethora of fragmented studies that currently dot the distributive justice literary landscape.

This paper synthesizes past allocation studies while developing a theoretically based model which illustrate the interaction of the major independent variables. Practically, it also shows that managers cannot ignore cultural factors when compensating employees.

This paper provides a theoretical framework for past studies while laying the groundwork for future empirical inquiries on supervisory allocation choices.

Values-attitudes hierarchical models are quite frequent in the consumer behaviour literature. In attitudinal models specific to food produced in an environmentally friendly way (i.e. “green” food), past research evidence mainly originating in Western cultures posits that the strongest path of the model can be found among collectivistic consumer values, general environmental attitudes, and attitudes specific to green food. On the other hand, in non-Western cultures (i.e. China), green food (e.g. organic) is perceived by consumers as safer to consume. With this as point of departure, the present paper aims to examine whether attitudes towards green food in a values-attitudes model in China are determined as postulated in past Western research.

A “typical” (i.e. Western research evidence-based) values-attitudes hierarchical model was developed and a questionnaire comprising 34 items reflecting the conceptual model was designed. Data collection was focused on six major Chinese cities, as this is where the current changes in eating habits are predominantly taking place. Data were collected by personal interviews conducted by local researchers between January and March 2009 through a mall-intercept method. A total number of 479 respondents were recruited, equally distributed among the six cities.

Collectivistic values and environmental attitudes were still found to be strong determinants of Chinese consumers' attitudes towards green foods; contrary to relevant Western findings, however, collectivism also influenced technological attitudes; which, in turn, influenced attitudes towards green food jointly with environmental attitudes. These findings point to the conclusion that Chinese consumers, possibly guided by altruistic predispositions, see technology as a positive determinant of both food safety and environmental friendliness in food production. Empirical findings like these highlight the need for adaptation of well-substantiated models to completely customised research approaches within new globally rising environments.

It is still not quite clear how green food products are perceived in South-East Asian consumer cultures, as well as in other non-Western contexts. This scarcity makes the empirical examination of well-established values-attitudes hierarchies in such contexts valuable from an academic and practitioner's point of view.

The purpose of this paper was to examine knowledge hiding behaviours with perceived conflict types, competition and personal values of employees.

Two studies were carried out and structural equation modelling and moderated regression analyses were conducted to test the hypotheses.

Study I, with employees from software development companies, revealed that task conflict and relationship conflict have additive effect on knowledge hiding behaviour. Additionally, task conflict is positively related to employees’ perceived competition. However, no mediation role of perceived competition was found between conflict types and knowledge hiding. Study II, with employees from the banking sector, indicated that employees’ individualistic or collectivistic values play a moderating role between perceived task conflict and knowledge hiding behaviours. The negative effect of task conflict on knowledge hiding behaviour is higher if the individuals have individualistic personal values.

This study contributes to managers by offering some guidance on what can be the results of conflict and competition between employees and how employees’ personal values can affect conflict and knowledge hiding relation.

To the challenges of knowledge hiding behaviour outcomes for businesses, many managers should first consider the predictors of knowledge hiding and then find some solutions against the negative consequences. This study is one of the first to examine knowledge hiding with regard to conflict types, perceived competition between employees and personal values of employees.