A review of consensus analysis methods in consumer culture, organizational culture and national culture research

Abstract

The cultural consensus model is a method that is used by anthropologists to study intracultural variance, intercultural differences and cultural consonance across a variety of contexts. In order to provide academic scholars who study consumer, organizational and national culture with an additional tool that could be used to triangulate on ethnographic conclusions, this paper reviews the conceptual and methodological foundations of the cultural consensus model. In addition, this paper identifies important considerations a researcher should bear in mind when using the cultural consensus model and discusses how the cultural consensus model both has been and could be used to study consumer culture, organizational culture and national culture research.