The authors gratefully acknowledge the suggestions and comments of two anonymous reviewers and the special-issue editor. The authors alone are responsible for all limitations and any errors. 2The effect of culture on perception and cognition: A conceptual framework ABSTRACTResearchers are increasingly recognizing the role of culture as a source of variation in many phenomena of central importance to consumer research. This review addresses a gap in cross-cultural consumer behavior literature by providing a review and conceptual analysis of the effects of culture on pre-behavioral processes (perception and cognition). The article highlights a series of important perceptual and cognitive differences across cultures and offers a new perspective of framing these differences among cultures-that of "culturally conditioned" perceptual and cognitive orientations. The article addresses several theoretical issues and suggests directions for future research as well as managerial implications.
AMS Review, December 2012, Volume 2, pp 48-71. AbstractDual system and dual process views of the human mind have contrasted automatic, fast, and non-conscious with controlled, slow, and conscious thinking. This paper integrates duality models from the perspective of consumer psychology by identifying three relevant theoretical strands: Persuasion and attitude change (e.g. Elaboration Likelihood Model), judgment and decision making (e.g. Intuitive vs. Reflective Model), as well as buying and consumption behavior (e.g. Reflective-Impulsive Model). Covering different aspects of the consumer decision making process, we discuss the conditions under which different types of processes are evoked, how they interact and how they apply to consumers' processing of marketing messages, the evaluation of productrelated information, and purchasing behavior. We further compare and contrast theoretical strands and incorporate them with the literature on attitudes, showing how duality models can help us understand implicit and explicit attitude formation in consumer psychology. Finally, we offer future research implications for scholars in consumer psychology and marketing.
Co-creation of value and identity is an important topic in consumer research, lying at the heart of several important marketing concepts and offering a better understanding of a wide range of phenomena, such as consumer identity, satisfaction, or brand loyalty. The literature on co-creation of brand and stakeholder identities, however, draws from (and reflects) a focus on cultures with dominant independent selves. Managers are increasingly confronting globalized marketing environments and therefore must understand how cultural differences shape identity development and co-construction, from a brand, consumer, and multiple stakeholder standpoint. Drawing from a critical review of the literature, this study offers a novel conceptual framework, together with a set of propositions, which discusses how cultural differences might affect such reciprocal co-creation processes. The processes and outcomes involved in reciprocal identity co-creation are likely to differ as a function of cultural environments promoting different types of individual-level differences in selfperception. The study concludes by offering a research agenda to deepen understanding of cross-cultural reciprocal identity co-creation.
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