Based on a multinational lifestyle survey, this study investigated consumer lifestyle differences between individualist cultures (Britain and the USA) and collectivist cultures (China and Japan). Congruent with previous findings on values and lifestyles differences between idiocentrics (individualists) and allocentrics (collectivists) at the emic level (USA), this etic-level (crosscultural) study found that consumers in the individualist cultures, compared with those in the collectivist cultures, were more brand-savvy, travel-oriented, satisfied with their lives, financially satisfied and optimistic. They were also more likely to consider themselves better managers of finances. Findings that were incongruent with those at the emic level were also discussed (e.g. dressing behavior, opinion leadership and impulsive buying). Additional findings were provided as well (e.g. family orientation, gender roles, safety/security). The findings carry practical implications for international marketers whose products/services cut across both individualist and collectivist cultures.

Purpose -The purpose of this research is to introduce and test a path model that explores the effects of Hofstede's cultural value dimensions on consumers' intention to eat a healthy diet, through the mediation of their public self-consciousness. Design/methodology/approach -A total of 21,974 subjects from 25 nations were surveyed in this cross-cultural consumer study.Findings -As the model demonstrated, individualism and uncertainty avoidance had negative impacts on public self-consciousness, while power distance and masculinity positively affected public self-consciousness, which in turn had a positive influence on consumers' intention to eat a healthy diet.Originality/value -The study measured each nation's cultural values by assigning the national culture index scores originally computed by Hofstede. This operational approach made it possible to develop and test a hierarchical path model on the relationships among cultural values, mediating variables and consumer behaviors. It also used the 3M model as a theoretical structure for investigating the nomological validity of two new constructs that are relevant to the field of consumer marketing (i.e. public self-consciousness and intention to eat a healthy diet). Managerial implications are provided.