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Bridging the Culture Chasm: Ensuring that Consumers are Healthy, Wealthy and Wise
Journal of Public Policy and Marketing (2006)
  • Donnel A Briley, University of Sydney
  • Jennifer L. Aaker, Stanford University

This article pulls together streams of culture-related research found in information-processing and behavioral decision theory literature, and it complements them with a focus on motivations and goals. The authors propose a framework that suggests that (1) the treatment of culture is useful when it incorporates subcultures, including those defined by nationality, ethnicity, religious affiliation, and neighborhood or local surroundings; (2) goals are determined by both cultural background and situational forces; and (3) through its impact on goals, culture influences the inputs used to make a decision, the types of options preferred, and the timing of decisions. The authors highlight the implications of the framework for two policy domains: health and finances. They suggest that consumers’ goal orientations can provide a useful segmentation dimension, and they carve out specific tendencies that appear to vary across cultural contexts (e.g., satisficing, goal shifting, reactivity). A deeper consideration of consumer goals and the role of culture in individual decision making can inform policies aimed at improving the quality of consumers’ decisions and, ultimately, consumer welfare.

  • public policy,
  • consumer goals,
  • health,
  • consumer spending
Publication Date
Citation Information
Donnel A Briley and Jennifer L. Aaker. "Bridging the Culture Chasm: Ensuring that Consumers are Healthy, Wealthy and Wise" Journal of Public Policy and Marketing Vol. 25 Iss. 1 (2006)
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