volume 7, issue 3, P260-275 2010
DOI: 10.1590/s1807-76922010000300004
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Abstract: ABSTRACTThis empirical article investigates the relationship between national culture and consumer decision-making styles in the purchase of cell phones, a product category that appears to be required by consumers independent of their nationalities. To make the research measurable, we used Hofstede's four cultural dimensions (power distance, uncertainty avoidance, individualism, and masculinity) and Sproles and Kendall's Consumer Style Inventory framework (quality conscious, brand conscious, innovative, recre…

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