with different cultural backgrounds have different expectations, norms
and values, which in turn have the potential to influence their
judgements and decisions as well as their subsequent behaviour.
European Americans, for example, are generally influenced by the
positive consequences of a decision, whereas Asians appear to be more
influenced by the negative consequences that may occur due to a
decision or line of action. Asians are therefore more "prevention"
focused, manifesting a greater tendency to compromise, seek moderation
or to postpone decisions if it is possible.
recent research shows that cultural norms and values are not the only
criteria to influence behaviour. The extent to which they come into
play also depend on situational factors, and how much the situation
calls these norms and values to mind when the judgement or decision is
commenced at the Hong Kong University of Science and Technology over
six years ago with two separate grants from the Research Grants Council
(RGC). It set out to better understand how cultural and individual
difference factors have an influence on consumers' decision-making
processes, a relatively new area of study. Initial research in this
area was stimulated by Professor Donnel Briley's dissertation on the
subject. Published by the Journal of Consumer Research (JCR) in 2000, it won the Robert Ferber Award for the best dissertation-related paper published in the Journal that year.
work examined the implications of this research, demonstrating that
motivational as well as chronic culture-related differences have an
impact on consumer choice behaviour.