Abstract
Addressing vulnerability worldwide is the goal of many organizations (e.g., nongovernmental organizations, nonprofit service providers, policy makers) and scholars, yet vulnerable consumers sometimes reject help that could ameliorate their vulnerability, especially when offered services that conflict with their personal cultural orientations. This article utilizes secondary data collected in the United States and primary data collected in the United States and China to explore how two personal cultural orientations—idiocentrism (i.e., individualism at the individual level) and allocentrism (i.e., collectivism at the individual level)—influence one's perceived financial vulnerability and behavior. The results demonstrate that idiocentrism (vs. allocentrism) decreases (vs. increases) perceived financial vulnerability through other personal cultural orientations (i.e., long-term orientation, uncertainty avoidance, and masculinity). Finally, perceived financial vulnerability leads to consumers engaging in financial behaviors that negatively affect financial well-being. The results contribute to the literature by deepening understanding of the formulation mechanism and consequences of perceived financial vulnerability from the perspective of personal cultural orientations. In addition, the results indicate that personal cultural orientations can be changed by idiocentrism/allocentrism and thus can be treated as endogenous variables in international marketing research.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.