Deal proneness and national culture: evidence from the USA, Thailand and Kenya

Volume: 35, Issue: 6, Pages: 981 - 1008
Published: Aug 7, 2018
Abstract
Purpose Culture is one of the critical variables in explaining consumer behavior and consumer response to external stimuli. The purpose of this paper is to delineate the relationship between deal proneness and culture. Specifically, this paper examines the relationship between Hofstede’s cultural dimensions, namely, power distance, individualism/collectivism, masculinity/femininity and uncertainty avoidance, and deal proneness. Additionally, the...
Paper Details
Title
Deal proneness and national culture: evidence from the USA, Thailand and Kenya
Published Date
Aug 7, 2018
Volume
35
Issue
6
Pages
981 - 1008
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