Doctoral Thesis
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- 2014 (1)
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- Doctoral Thesis (1) (remove)
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Keywords
- Konsumentenkultur; Anticipated regret; Variety-seeking; Quality-consciousness; Deutschland; Iran (1) (remove)
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This study validates a newly-developed scale of consumer culture at individual-level in purchase-consumption context. Following unipolar approach in measurement, the applicable-reliable scale for consumer culture analyzes plausible effects of the seven cultural dimensions on three selected consumer-behaviors; anticipated regret, and two further purchase behaviors of variety-seeking and Quality-consciousness, comparing both Hedonic and Utilitarian aspect of consumer decisions. The interaction among the three behavioral variables are also studied. Feeling the necessity of cultural investigations in rather-unknown countries, Iran and Germany are focused.Iran is among the culturally undiscovered markets with an ever increasing demand; also German consumers have several unknown aspects in their purchase behaviors. Finally, the role of contextual elements — nationality, demographic profile and task— in consumer purchase behaviors are separately analyzed.