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| Author: | Briley, D. Morris, M. Simonson, T. |
| Title: | Reasons as carriers of culture: dynamic versus dispositional models of cultural influence on decision making |
| Journal: | Journal of Consumer Research
2000 : SEP, VOL. 27:2, p. 157-178 |
| Index terms: | CULTURE DYNAMIC MODELS DECISION MAKING |
| Language: | eng |
| Abstract: | The authors argue that a way culture influences decisions is through the reasons that individuals recruit when required to explain their choices. Specifically, the authors propose that cultures endow individuals with different rules or principles that provide guidance for making decisions, and a need to provide reasons activates such cultural knowledge. This proposition, representing a dynamic rather than dispositional view of cultural influence, is investigated in studies of consumer decisions that involve a trade-off between diverging attributes, such as low price and high quality. |
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