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Relational versus Group Collectivism and Optimal Distinctiveness in a Consumption Context

Kreuzbauer, R, Chiu, CY and Lin, S (2009) Relational versus Group Collectivism and Optimal Distinctiveness in a Consumption Context Advances in Consumer Research, 36. p. 742.

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There has been ample criticism of the individualism – collectivism distinction in both consumer and cross-cultural psychology. Recent research (Brewer & Chen, 2007) for instance has argued that there is a conceptual confusion about the meaning of ingroups that constitute the target of collectivism. Whereas all societies must meet primary needs for both individual and social identity, it is argued that individuals from Easterner societies define their collective identity in form of a depersonalized social category (group collectivism) while Westerners rely on a network of interpersonal relationships (relational collectivism). We tested this new framework in a consumer context. In two experimental studies we provide empirical evidence that Easterners make consumption choices that satisfy belongingness through relational collectivism whereas Westerners prefer aspects of group collectivism.

Item Type: Article
Subjects : Marketing
Divisions : Surrey research (other units)
Authors :
Chiu, CY
Lin, S
Date : 2009
Copyright Disclaimer : © 2009 Association for Consumer Research. All Rights Reserved. This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at
Related URLs :
Depositing User : Symplectic Elements
Date Deposited : 16 May 2017 15:38
Last Modified : 24 Jan 2020 15:08

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