The Long‐Term Predictive Validity of the Consumers’ Need for Uniqueness Scale

This research examines the long‐term ability of the consumers’ need for uniqueness measure to predict consumers’ valued possessions, shopping behaviors, and experiences. Consumers’ need for uniqueness reflects individual differences in counterconformity motivation (i.e., the pursuit of differentness relative to others) that is manifest in consumer responses. This research reports on 2 longitudinal assessments of the scale's predictive validity using data collected at 4 stages from a consumer mail‐survey sample. One year following initial responses to the trait measure, respondents participated in a second survey in which they photographed and rank ordered their valued possessions. In a third survey, the photographs served as cues to obtain responses to ratings of possession benefits and to questions regarding acquisition of the possession. Overall, the results support a number of hypotheses regarding the relation of consumers’ need for uniqueness to salient possession benefits, types of goods comprising consumers’ valued possessions, and shopping behaviors associated with acquiring valued possessions. Two years following initial responses to the trait measure, members of the consumer mail panel completed a fourth survey, indicating their participation in various uniqueness‐enhancing consumer activities. Results support the stability and predictive validity of the measure over the 2‐year period. Because the design of possessions and endorsed uniqueness‐enhancing activities considered in the consumer mail panel studies varied across individuals, an additional study was conducted that demonstrated the scale's ability to predict individuals’ counterconformity responses to the same choice situation.     

Extending self‐leadership research to the East: Measurement equivalence of the Chinese and English versions of the MSLQ

In response to calls regarding the applicability of self‐leadership measurement in Eastern (collectivistic) and Western (individualistic) cultures, this study examined the psychometric properties and measurement invariance of the modified self‐leadership questionnaire (MSLQ). The sample consisted of 395 Chinese students and 241 Australian students. Results revealed that the modified self‐leadership questionnaire exhibited a satisfactory condition of psychometric properties across cultures. A series of multi‐sample confirmatory factor analyses demonstrated the cross‐cultural similarity of an 11‐factor model across the Chinese and Australian samples. The modified self‐leadership questionnaire was also found to possess measurement invariance, suggesting that it is appropriate for cross‐cultural research assessing differences of self‐leadership behaviour across Chinese and Western cultures. Implications for future research are also discussed.     

Dementia care‐giving in black and Asian populations: reviewing and refining the research agenda

Despite the increased prevalence of dementia little work has been done to explore the extent and nature of care‐giving in black or Asian‐UK populations. Evidence that does exist suggests that the consequences of care‐giving are significant but different from those experienced by white carers and are mediated by a number of culture‐related factors. These include: ethnically specific conceptualisations of dementia; expectations of family duty; religiosity; the adoption of positive re‐appraisal strategies, and beneficial outcomes. Present approaches to research are narrow, do not take account of cultural dimensions and employ terminology and care‐giving frameworks which are of limited relevance. That the evidence base is characterised by small‐scale studies, and weak methodology further undermines its validity. Research deficits are systemic and fundamental and are both conceptual and methodological. A key contribution would be the development of a multi‐dimensional theoretical model that takes account of the role played by culture, ethnicity and structural inequality in shaping care‐giving experiences and profiles. Incorporating the perspectives of black and Asian carers, and the influence of the life course of individuals and communities and employing qualitative methods would also influence the direction of research, improve its quality and generate knowledge in this underdeveloped field. Copyright © 2005 John Wiley & Sons, Ltd.     

The application of Memory‐Work in consumer research

• Memory‐Work is by origin a feminist, social constructionist method devoted to the investigation of socially constructed and culturally embedded phenomena. In this paper, Memory‐Work is presented to consumer research in order to (1) widen the methodological scope of interpretive consumer research and thus advance new insights, (2) present a method well known to other scientific fields that may supplement micro‐social studies of consumer's practices with more macro‐cultural insights, and finally (3) to illustrate the application of the general method to the study of consumer behaviour. Apart from a few notable exceptions, Memory‐Work has not yet been applied to consumer research and its benefits for this kind of research have not been discussed. This paper seeks to fill this gap, by illustrating how consumer research may apply and benefit from Memory‐Work.

Copyright © 2009 John Wiley & Sons, Ltd.     

It is our destiny to die: The effects of mortality salience and culture‐priming on fatalism and karma belief

The current study explores whether Asians use culture‐specific belief systems to defend against their death anxiety. The effects of mortality salience (MS) and cultural priming on Taiwanese beliefs in fatalism and karma were investigated. Study 1 showed that people believe in fatalism and karma more following MS compared with the control condition. Study 2 found that the effect of MS on fatalism belief was stronger when Taiwanese were exposed to an Eastern cultural context than to a Western cultural context. However, a matched sample of Western participants did not show increased fatalism belief after either a West‐ or East‐prime task. The present research provides evidence that Asians may use some culture‐specific beliefs, particularly fatalism belief, to cope with their death awareness.     

The impact of traditionality/modernity on identification‐ and calculus‐based trust

We conducted three studies to explore how trust is perceived, displayed or changed by participants in China, which as a country has undergone substantial cultural and historical transition. Traditionality showed a significant positive correlation with identification‐based trust (IBT) and modernity was significantly associated with calculus‐based trust (CBT; Study 1). Compared to those primed with modern Chinese culture stimuli, participants primed with traditional icons exhibited a higher level of IBT and a lower level of CBT (Study 2). The study further demonstrated more trust behaviour based on identification with traditional culture priming and more trust behaviour based on calculus when primed with modern culture (Study 3). In sum, the present findings suggest that, along with substantial social changes and economic development, people exhibit their trust differently depending on cultural context, shedding light on the trust crisis in contemporary China.     

A cross‐cultural assessment of attitudes regarding perceived breaches of ethical conduct by both parties in the business‐consumer dyad

Recent initiatives in business curricula have included emphases on global business and ethics. Using 28 scenarios which reflect potential concerns regarding the conduct of either business or a consumer, this research combines these issues by comparing the ethical predisposition of business students in Australia with their Canadian counterparts. A sample of 264 students indicated that students in both countries generally hold high expectations for the behaviour of business and consumers. Both groups exhibited quite similar views in relation to the 28 consumer and business‐related scenarios. When comparing Canadian students to Australian students, four significant differences were documented in the 14 scenarios which address the behaviour of business entities. The assessment of attitudes regarding questionable consumer actions provided even more homogeneity as only one statistically significant difference was identified. The study concludes by documenting a series of attitudinal differences on the part of groups defined not by nationality, but rather on the basis of gender or age. These demographic differences were more pronounced than were the differences across the two countries. Copyright © 2003 Henry Stewart Publications.     

INTERFACING INFANT MENTAL HEALTH KNOWLEDGE: PERSPECTIVES OF SOUTH AFRICAN SUPERVISORS SUPPORTING LAY MOTHER–INFANT HOME VISITORS

This article is part of a project investigating the interfacing of clinically and research‐generated knowledge in the field of infant mental health (IMH) with local cultural models of child care and development. The article explores the experiences and challenges reported by psychology‐trained supervisors in supervision with local, lay, trained home visitors. Supervisors and supervisees were drawn from two early intervention programs which apply relational IMH mental health models in socioeconomically deprived townships in South Africa. Literature that considers supervisors’ experiences of conducting supervision with lay counselors has been limited, and even more so in settings where there are marked cultural and contextual differences between supervisors and supervisees. These differences pose particular challenges regarding the finding of a shared theoretical understanding of the work as well as to the establishment of a secure working alliance. While it was found that psychoanalytic and attachment‐informed theories of infant development are applicable in these South African settings, differences in race, language, education, socioeconomic status, and culture between supervisors and supervisees challenge the supervisor–supervisee relationship and require psychological processing and creative solutions to ensure integrity in the application of the model.     

Values and love styles in Turkey and Great Britain: An intercultural and intracultural comparison

Little previous research has examined the relationship between values and love styles, and none has done so across cultures or intracultural regions. This research was the first attempt to explore the correlation between individual‐level values and love styles, and examined both within‐ and between‐cultural variations in love styles. In this study 224 participants from Turkey and Britain, from urban or rural locations, completed the Portrait Values Questionnaire and the Love Attitudes Scale measure of love styles. Pancultural analyses demonstrated significant correlations between certain value dimensions and love styles. In particular, agape (selfless love) was positively correlated with self‐transcendence, ludus (game‐playing love) was positively correlated with self‐enhancement, and pragma (realistic love) was positively correlated with conservation. The inclusion of location and nationality and their interactions with values in the multiple regression analyses significantly increased the variance explained by values for five of the six love styles. Multivariate analyses indicated that ludus, storge, mania, and pragma were all significantly higher among Turkish respondents; pragma, mania, and agape all higher amongst rural respondents. Eros was highest among rural British respondents; storge, pragma, and agape highest among rural Turks. When these culture effects were explored, conservation significantly mediated the relationship between the groups of more conservative rural Turks (versus other participants) and both pragmatic and storgic love styles. Findings are discussed in the light of disparities in values and relationship styles within cultures, and the need to include both intracultural and intercultural variations in cross cultural research.     

Crossing Bridges: Assembling Culture into Brands and Brands into Consumers' Global Local Cultural Lives

Fournier and Alvarez (2019—this issue) and Batra (2019—this issue), respectively, offer interpretive and psychological perspectives on how brands acquire cultural meanings. In this commentary, we discuss the opportunities for leveraging these two perspectives, and use an assemblage theory lens to uncover the dynamics of how cultural models articulated through cultural myths, metaphors, ideologies, and cultural objects circulate through the brand assemblage and through the consumer assemblage. We offer a bridge‐crossing approach to research opportunities bringing both a socio‐historical‐cultural approach and psychological approach to understand how cultural meanings are assembled into brands and how consumers assemble brands into their lives.     

Testing the Situationism Scale in Europe: Scale validation,self‐regulation and regional differences

The term situationism refers to an individual's belief about the importance of a behaviour's context. This study tested whether the degree of situationism expressed by individuals in various regions of Europe was consistent with self‐regulation and cross‐cultural theories. The English version of a Situationism Scale (measuring beliefs about the relation between the environment and one's own behaviour) was translated into five additional languages: Dutch, German, Hungarian, Italian and Slovenian. Young adults (N = 1106, M_Age = 22.9 years, 79% female) across Europe responded to one of the six language versions of the scale as part of a larger survey. Results indicated that: new language versions were psychometrically valid; there was a positive relation between situationism and the use of situation‐control strategies; and situationism was higher for individuals from regions that are Eastern European and relatively more interdependent, compared with individuals from regions that are Western European and relatively less interdependent. As the first evaluation of the Situationism Scale outside America, this study supports the Scale's validity and suggests not only may some effects of situationism be universal, but between‐ and within‐culture differences in situationism exist. Overall, when making judgments and decisions about the self, cultural background and individual differences in situationism may come into play.     

Dynamic self‐representation of interdependent Chinese: The effect of bicultural experience

The process of globalisation has increased the opportunity for Chinese individuals to utilise influences from other cultures that differ from their own collectivistic culture. The explorations of the impact of acculturation on Chinese individuals' self‐construals have become intriguing. Thus, we recruited German‐Chinese (N = 192) people who live in Germany and had direct bicultural experiences, as well as Mainland‐Chinese (N = 192) people who live in Mainland China and had internalised a second culture through more indirect means of exposure. We investigated their accessibility to both interdependent and independent cultural frameworks using temporal self‐construal priming. The results showed that priming effects were observed in both cultural groups. However, the self‐construals of the German‐Chinese participants were more flexible than those of Mainland‐Chinese under self‐construal priming. Also, the results suggested that women were easier to be influenced by direct bicultural experiences, due to their private and collective self were different between the two cultures. These findings provide evidence regarding the opinion that individuals could use influences from more than one culture. More importantly, these results suggest that the acculturation induced by direct bicultural experiences facilitates cultural frame switching.     

Societal and individualistic drivers as predictors of organic purchasing revealed through a portrait value questionnaire (PVQ)‐based inventory

• The Schwartz's Portrait Value Questionnaire (PVQ) has extensively been used in personal values research. The present survey validates and tests in a value‐based segmentation task a 17‐item PVQ‐based inventory that includes consumer values related to organic food purchasing, using a nationally representative sample of 1043 Greek consumers. The main assumption of the survey is that consumer segments that place more emphasis on specific organic food‐related values would present different magnitude of beliefs and purchasing behaviour towards organic products. Two 2nd‐order value factors (named ‘individualistic’ and ‘societal’, respectively) emerged from exploratory and confirmatory factor analyses comprising 14 out of the initial 17 PVQ values. In the next phase of the analysis, hierarchical clustering was implemented based on those factors. Through the clusters emerged, a clear relation between consumers' ‘societal’ (universalism and benevolence) value similarity, higher frequency of organic purchasing and higher likelihood of organic‐related beliefs was clearly identified. This fact supports the applicability of the PVQ typology in predicting consumer behaviour in various product contexts.

Copyright © 2008 John Wiley & Sons, Ltd.     

‘But everyone else is doing it’: a closer look at the occupational taxpaying culture of one business sector

When individuals embark on their careers they not only become acculturated into their occupational sectors' day‐to‐day norms and practices, but also their taxpaying ones. Although the research on taxpaying cultures is still in its infancy, understanding more about taxpaying cultures could improve our understanding of the processes underlying tax compliance. To this end, this study aimed to build a detailed picture of the taxpaying culture (i.e. the norms and values) of one business sector—the hairdressing/beauty industry. Nineteen small business and self‐employed hairdressers/beauticians were interviewed and a variant of Grounded theory was used to uncover the main themes that ran through the interviews as a whole. The main themes that emerged—which appear to characterize this sector's culture—include a reliance on accountants/tax advisors, the notion of an acceptable level of cash‐in‐hand payments, and the use of different mental accounts for different types of income. Although some of these themes have already arisen in the small business literature they have often been couched in individualistic terms. We build a case that these issues are more cultural than individual—they are tied to occupational group membership as they are socially constructed within occupational groups and are a key component of the group's taxpaying culture. Implications and directions for future research are discussed. Copyright © 2007 John Wiley & Sons, Ltd.     

Cross‐cultural Generalizability of the Alternative Five‐factor Model Using the Zuckerman–Kuhlman–Aluja Personality Questionnaire

Several personality models are known for being replicable across cultures, such as the Five‐Factor Model (FFM) or Eysenck's Psychoticism–Extraversion–Neuroticism (PEN) model, and are for this reason considered universal. The aim of the current study was to evaluate the cross‐cultural replicability of the recently revised Alternative FFM (AFFM). A total of 15 048 participants from 23 cultures completed the Zuckerman–Kuhlman–Aluja Personality Questionnaire (ZKA‐PQ) aimed at assessing personality according to this revised AFFM. Internal consistencies, gender differences and correlations with age were similar across cultures for all five factors and facet scales. The AFFM structure was very similar across samples and can be considered as highly replicable with total congruence coefficients ranging from .94 to .99. Measurement invariance across cultures was assessed using multi‐group confirmatory factor analyses, and each higher‐order personality factor did reach configural and metric invariance. Scalar invariance was never reached, which implies that culture‐specific norms should be considered. The underlying structure of the ZKA‐PQ replicates well across cultures, suggesting that this questionnaire can be used in a large diversity of cultures and that the AFFM might be as universal as the FFM or the PEN model. This suggests that more research is needed to identify and define an integrative framework underlying these personality models. Copyright © 2016 European Association of Personality Psychology     

Development and validation of the Self‐Gifting Consumer Behaviour scale

Self‐gifting consumer behaviour (SGCB) is on the rise as consumers seek reward and therapeutic benefits from their shopping experiences. SGCB is defined as personally symbolic, self‐communication through special indulgences, which tend to be premeditated and highly context bound. Prior research into the measurement of this growing behavioural phenomenon has been fragmented because of differences in conceptualisation. This research builds upon the prior literature and through a series of qualitative and quantitative studies, develops a valid, multidimensional measure of SGCB that will be useful for future quantitative inquiry into self‐gifting consumption. Copyright © 2015 John Wiley & Sons, Ltd.     

White is a colour too: engaging actively with the risks,challenges and rewards of cross‐cultural family therapy training and practice

Due to increased global mobility and displacement there is a growing cultural diversity within therapeutic encounters between therapists and clients. Literature on cross‐cultural therapy traditionally focuses on the culture of clients. However, due to recent theoretical shifts in the family therapy field, the importance of including the culture of therapists in the discourse about cross‐cultural therapy has been highlighted. Drawing on the experience of the author, as therapist, trainee and trainer, as well as recent developments in the literature, this paper reflects on cross‐cultural training and practice within family therapy in Britain. The author argues that white is a colour too, thus challenging ‘white’ therapists not to leave thinking about and addressing cross‐cultural issues in family therapy to their colleagues ‘of colour’, but to actively engage with the risks and uncertainties of cross‐cultural learning and practice. Ways to facilitate this process are suggested. In particular a multi‐dimensional approach that allows for complexity and contradiction is promoted and the potential of using the personal life experiences of therapists as a safe, non‐pathologizing training tool is discussed.     

Is ‘culture’ a justifiable variable for market segmentation? A cross‐cultural example

This paper investigates whether culture can be used to segment a market. Using Indians, resident in Britain (British Indians) as an example, previous research suggests that culture's manifestation within buyer behaviour provides sufficient evidence to justify its use as a market segment variable. Using brown goods (television sets, video equipment, music systems etc) a comparative quantitative study examined the impact of a range of cultural values upon the buying behaviour of British Indians and British Caucasians, to identify significant differences between the two. Although a significant difference was found, the amount of similarity between the two sample groups suggests culture should not be used as a segmentation variable. This research has implications for organisations seeking to develop ethnic minority orientated marketing strategies. Copyright © 2003 Henry Stewart Publications.     

Consumer culture ideals,extrinsic motivations,and well‐being in children

Internalising the consumer culture ideals of materialism and appearance has been shown to be negatively related to adults' well‐being. Similarly, adults who strive towards these ideals for extrinsic reasons, such as to improve their image or status, have been shown to have lower levels of well‐being than those who strive towards them for intrinsic reasons, such as to help others or support healthy relationships. However, to date, there is little evidence that these links exist in children. In the present research, we use new, age‐appropriate scales to test our predictions derived from self‐determination theory that being extrinsically motivated to achieve materialistic and appearance ideals will predict their internalisation, which, in turn, will negatively predict children's well‐being. An initial pilot study found that extrinsic motives were negatively related to well‐being in a sample of 150 children aged 8–11 years but that intrinsic motives were not. In our main study, we modelled materialism and appearance as indicators of a single underlying consumer culture construct, and, in a sample of 160 youths aged 8–15 years, found support for our hypothesis that being extrinsically motivated to achieve these consumer culture ideals predicts their internalisation, which negatively predicts well‐being. We discuss the possible mechanisms involved in these processes and the implications of these findings for future research. Copyright © 2014 John Wiley & Sons, Ltd.