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Key Influencers: Locating, Measuring, and Creating Programs to Influence Social Media Influencers Read chapter Read first chapter

2015 | OriginalPaper | Chapter

Choice Between Pleasure and Function: A Cross-Cultural Perspective

Author : Wei Shao

Published in: Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference

Publisher: Springer International Publishing

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This article investigates whether culture influences consumer choice between fun and function. We argue that individualistic consumers prefer the hedonic vice option over the utilitarian virtuous option, whereas the converse is true for collectivist consumers. We propose methods to investigate the hypotheses and discuss the significance of the proposed research.

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previous chapter Solution Orientation: Theoretical Frameworks, Practical Applications and Challenges
next chapter Regulatory Fit with the Benefit Level of a Goal-Vehicle and Fit with the Goal: Their Combined Influence on Purchase Behavior
Metadata
Title
Choice Between Pleasure and Function: A Cross-Cultural Perspective
Author
Wei Shao
Copyright Year
2015
Book
Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference

Print ISBN: 978-3-319-11796-6

Electronic ISBN: 978-3-319-11797-3

Copyright Year: 2015

DOI
https://doi.org/10.1007/978-3-319-11797-3_135