Reflections on the Meaning and Structure of the Horizontal/Vertical Distinction |
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| Authors: | Sharon Shavitt Jing Zhang Carlos J Torelli Ashok K Lalwani |
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| Institution: | 1. EGADE Business School, Department of Marketing, Tecnológico de Monterrey, Mexico;2. Eller College of Management, Department of Marketing, The University of Arizona, USA;1. Aalto University School of Business (formerly known as Helsinki School of Economics), Department of Marketing, P.O. Box 21230, FI-00076 Aalto/Helsinki, Finland;2. Rotterdam School of Management, Erasmus University, Department of Marketing Management, P.O. Box 1738, 3000 DR Rotterdam, The Netherlands;1. School of Criminology and Criminal Justice, Northeastern University;2. Department of Sociology, Bates College;3. Department of Criminal Justice and Criminology, Georgia Southern University |
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| Abstract: | The commentaries by Aaker (2006), Meyers‐Levy (2006), and Oyserman (2006) extend the implications of the horizontal/vertical distinction described in our article (Shavitt, Lalwani, Zhang, & Torelli, 2006) in a number of interesting directions. We join these authors in calling for further research on horizontal and vertical individualism and collectivism constructs. We also highlight conceptual and structural issues that remain to be resolved and evaluate priming and other operational approaches to the study of horizontal and vertical individualism and collectivism. |
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