Cross Cultural Consumer Behavior Hofstede Analysis Peer-Reviewed Journal

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Marketing Article Review


This review is of the article entitled “What Would People Do with Their Money if They Were Rich? A Search for Hofstede Dimensions across 52 Countrie” by Minkov et al. (2019) in Cross Cultural & Strategic Management, 26(1), pages 93-116. The thesis of the article is that value dimensions underpin idealized consumer behavior priorities. The hypothesis of the study is that Hofstede’s value-based dimensions can be replicated in the field of consumer behavior. The dimensions are masculinity-femininity and individualism-collectivism. The research design methods included probability sampling of 51,529 participants in 52 countries, who were asked in a questionnaire what they would do with their money if they were rich. The purpose of the study was to contribute to the current gap in the literature on consumer behavior regarding understanding modern cultural differences around the world and their impact on consumer behavior. By prioritizing consumer choices, the study served as the first of its kind in cross-cultural consumer behavior research.
The study concluded that there is a “need for a radical revision of Hofstede’s classic model of national culture, reducing it to a two-dimensional model” consisting of monumentalism-flexibility and individualism-collectivism (Minkov et al., 2019, p. 107). The researchers recommend further study on this matter to better understand how different cultures socialize and how they perceive wealth and attach values to it. The researchers also stated that the study does not mean that Hofstede’s other values lack significance but only that they are not easily replicated, and therefore more study should be done to verify this finding.

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…The authors rushed through some of the presentation of the findings and discussed them tersely. It was not always readily apparent what the significance of some data sets was or why information was compiled in a certain manner. The results appeared also somewhat generalizable but as was noted above there are limitations in terms of how well represented sub-cultures are and what those sub-cultures might mean in terms of cultural dimensions and consumer behavior. An additional issue is that the questionnaire was entirely hypothetical and not really based on actual evidence or practice.
Based on the conclusions, the value that exists in the article for a future manager in the real world is that it should remind him to look closely at the cultural values of the population or target group. This will help with marketing because it will show what the….....

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