Abstract
The study examined the moderating role of consumer and product involvements on product evaluation in a cross-cultural context. A 2 (product involvement: low vs. high) × 2 (time pressure, low vs. high) × 2 (self-construal: independent, interdependent) between-subjects design was used to test the hypotheses. One hundred and ninety-eight subjects participated the study. Results supported a significant interaction effect between self-construal and product involvements. When product involvement levels change from low to high, the increased level of elaboration magnifies the cultural impact on interdependent, but no such effect was observed among independents.
You have full access to this open access chapter, Download conference paper PDF
Similar content being viewed by others
Keywords
- Interesting Products
- Consumer Involvement
- Cross-cultural Context
- Between-subjects Design
- Cultural Impact
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
Abstract
The study examined the moderating role of consumer and product involvements on product evaluation in a cross-cultural context. A 2 (product involvement: low vs. high) × 2 (time pressure, low vs. high) × 2 (self-construal: independent, interdependent) between-subjects design was used to test the hypotheses. One hundred and ninety-eight subjects participated the study. Results supported a significant interaction effect between self-construal and product involvements. When product involvement levels change from low to high, the increased level of elaboration magnifies the cultural impact on interdependent, but no such effect was observed among independents.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2016 Academy of Marketing Science
About this paper
Cite this paper
Wu, G., Liu, X., Hu, J. (2016). A Reexamination of Cultural-Based Effects on Judgment: The Impacts of Consumer Involvement and Product Involvement. In: Kim, K. (eds) Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-26647-3_44
Download citation
DOI: https://doi.org/10.1007/978-3-319-26647-3_44
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-26646-6
Online ISBN: 978-3-319-26647-3
eBook Packages: Business and ManagementBusiness and Management (R0)