The Psychology of Asian Consumers: What We Know and What We Don’t

@article{ART002255186},
author={ 하영원 },
title={The Psychology of Asian Consumers: What We Know and What We Don’t},
journal={Academy of Asian Business Review},
issn={2384-3454},
year={2015},
volume={1},
number={1},
pages={1-16},
doi={10.26816/aabr.1.1.201506.1},
url={http://dx.doi.org/10.26816/aabr.1.1.201506.1}

TY - JOUR
AU - 하영원
TI - The Psychology of Asian Consumers: What We Know and What We Don’t
T2 - Academy of Asian Business Review
PY - 2015
VL - 1
IS - 1
PB - Academy of Asian Business (AAB)
SP - 1-16
SN - 2384-3454
AB - Understanding the psychology of Asian consumers is crucial in both practical and academic domains. In this article, I briefly describe the psychological characteristics of Asian consumers on the basis of previous findings in cultural psychology and cross-cultural consumer behavior. These characteristics are organized around five cultural syndromes; collectivist-individualist orientation, interdependent-independent self-construal, holistic-analytic thinking style, prevention-promotion orientation, and reliance on past-present (or future) events. For directions guiding future research, I suggest that researchers lay emphasis on psychological similarities as well as differences among cultures and put more weight on asymmetric cultural syndromes. The importance of neuro-scientific investigations regarding cultural differences as well as examination of subcultural differences is also emphasized.
KW - Asian consumers, Psychological characteristics, Cultural syndromes, Future research directions
DO - 10.26816/aabr.1.1.201506.1
UR - http://dx.doi.org/10.26816/aabr.1.1.201506.1
ER -

하영원 (2015). The Psychology of Asian Consumers: What We Know and What We Don’t. Academy of Asian Business Review, 1( 1), 1- 16.

하영원 . 2015, “The Psychology of Asian Consumers: What We Know and What We Don’t”, Academy of Asian Business Review, vol. 1, no. 1, pp. 1-16. Available from: doi:10.26816/aabr.1.1.201506.1

하영원 “The Psychology of Asian Consumers: What We Know and What We Don’t” Academy of Asian Business Review 1.1 pp. 1-16 (2015): 1.

하영원 . The Psychology of Asian Consumers: What We Know and What We Don’t Academy of Asian Business Review [Internet]. 2015; 1( 1), : 1-16. Available from: doi:10.26816/aabr.1.1.201506.1

하영원 . “The Psychology of Asian Consumers: What We Know and What We Don’t” Academy of Asian Business Review 1, no.1 (2015): 1-16. doi: 10.26816/aabr.1.1.201506.1

홈 권호 목록 논문 목록 논문 상세

The Psychology of Asian Consumers: What We Know and What We Don’t

Academy of Asian Business Review

약어 : AABR

2015, vol.1, no.1, pp.1 - 16

DOI : 10.26816/aabr.1.1.201506.1

발행기관 : Academy of Asian Business (AAB)

연구분야 : 경영학

하영원¹

¹서강대학교

인용한 논문 수 : 8 서지 간략 보기

초록

Understanding the psychology of Asian consumers is crucial in both practical and academic domains. In this article, I briefly describe the psychological characteristics of Asian consumers on the basis of previous findings in cultural psychology and cross-cultural consumer behavior. These characteristics are organized around five cultural syndromes; collectivist-individualist orientation, interdependent-independent self-construal, holistic-analytic thinking style, prevention-promotion orientation, and reliance on past-present (or future) events. For directions guiding future research, I suggest that researchers lay emphasis on psychological similarities as well as differences among cultures and put more weight on asymmetric cultural syndromes. The importance of neuro-scientific investigations regarding cultural differences as well as examination of subcultural differences is also emphasized.

키워드

Asian consumers, Psychological characteristics, Cultural syndromes, Future research directions

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