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TitleCulture's influence on consumers: exploratory behavior and risk taking
Author(s)Soares, Ana Maria
Farhangmehr, Minoo
Shoham, Aviv
Risk taking
Exploratory Behavior
Issue dateMay-2003
PublisherUniversidade do minho. Núcleo de Estudos em Gestão (NEGE)
Abstract(s)This theoretical paper addresses the influence of culture on risk taking and exploratory behavior. The cultural dimensions of long-term orientation, power distance, uncertainty avoidance, collectivism, and masculinity (Hofstede, 1984, 2001) are hypothesized to influence risk-taking behavior in general, and, through it, exploratory consumption behavior, risk taking, and risk attitudes and perception towards specific products. We also propose an empirical study to test the emergent model.
TypeWorking paper
AccessOpen access
Appears in Collections:iMARKE - Documentos de Trabalho / Working Papers
NEGE - Working Papers (Documentos de Trabalho)

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