Individual Cultural Values Research Articles

Social comparison and self‐determination in luxury consumption motivations

AbstractThis study integrates social comparison theory) and self‐determination theory to examine the roles of escapism, conformity, and individual cultural values in shaping luxury brand attitudes. Concepts related to consumer upward and downward social comparison are complemented by aspects related to self‐determination and autonomy. Drawing on survey data from the United States and Colombia, the research employs partial least squares structural equation modeling and fuzzy‐set qualitative comparative analysis (fsQCA) to investigate the complex drivers of luxury consumption. The findings reveal that escapism and conformity, complementary motivations grounded in social comparison and self‐determination theories, positively influence luxury brand attitudes. Furthermore, individual cultural values, such as self‐enhancement and self‐transcendence, moderate the relationships between these consumer motivations and attitudes. The cross‐cultural comparison highlights differences in the influence of cultural values on luxury consumption between two distinct cultures. The fsQCA—results uncover distinct configurations of motivations and values sufficient for driving positive luxury attitudes, extending the understanding of the complex interplay of factors shaping luxury consumption. By integrating social comparison theory and self‐determination theory perspectives, examining cultural values, and employing advanced methodological approaches, this study contributes to the theoretical understanding of luxury consumption. It also offers valuable insights for luxury brand managers navigating the evolving global market. Future research directions emphasize the potential for further integrating these two theoretical frameworks in the luxury domain.

Fear of Happiness: Description, Causes and Prevention

Studies in mental health is to increase the positive emotions of the person and to reduce the negative emotions, beliefs and thoughts. Especially after positive psychology, many studies have been carried out to ensure that individuals have positive emotions. However, in recent studies, it has been determined that individuals avoid not only negative emotions but also positive emotions. Thus, you suppress your positive emotions because of fear of happiness. The individual's beliefs and cultural values also affect mental health. The person is afraid of being happy because of these beliefs and cultural values. Fear of happiness is the avoidance of happines. When people believe thet unhappiness will come immediately after happiness or that the environment will be harmed after being happy, fear of happiness occurs. Fear of happiness harms both the mental health and social relations. Morever, fear of happiness is associated with alexithymia, anxiety, stress, fear of compassion, antisocial, cognitive distortions related to relationships, panic disorder and especially depression. It is extremely important to know and define the fear of happiness for an effective treatment interventions. Fear of happiness rests in maladaptive schemas in early life, not meeting their needs warmly and sincerely in childhood, punishing them when they experience positive emotions, and growing up in a family with unhealthy family patterns. In this study, it is aimed to define fear of happiness, to determine the protective and risk factors, to determine the causative factors, to explain the related concepts, and so to raise awareness about fear of happiness.

Are individualistic employees tolerant of the benefit of others? A multilevel analysis of the relationship between witnessing coworkers i-deals and malicious envy

This study focuses on a third party (coworkers) perspective of idiosyncratic deals (i-deals). In more detail, the purpose of this study is to examine the impact of witnessing others’ i-deals on coworker’s emotional response (malicious envy), and the moderating effect of individualistic values on that response at both individual and national level. In addition, this study examines the impact of two types of witnessing others’ i-deals which include not only the other’s i-deals that the coworker directly observes, but also the generalized others’ i-deals which is an aggregated perception as a result of frequent observation of idiosyncratic deals enjoyed by multiple others. Data were collected from 450 employees from 5 Asian countries at two points. We adopted a hierarchical linear model (HLM) because we assume two levels for both i-deals and individualism. The results show that witnessing other’s i-deals is positively related to malicious envy. In addion, individual-level individualism was found to moderate the relationship between witnessing coworkers’ i-deals and malicious envy. Interestingly, it is not individualism at the country level, but that at the individual level that moderates the relationship between witnessing i-deals and malicious envy. This study indicates that i-deals studies on coworkers’ reactions to others’ i-deals should focus more on the moderating effect of individual cultural values.

Psychometric Validation of the Scale of Individual Cultural Values (CVSCALE) in Indian Context (Private and Public Leaders in Indian Organizations)

Psychometric Validation of the Scale of Individual Cultural Values (CVSCALE) in Indian Context (Private and Public Leaders in Indian Organizations)

Impact of Individual Cultural Values on Employee Silence: A Comparative Study of the USA and Türkiye

This study examines the impact of individual cultural values on employee silence and tests the differences between Türkiye and the USA. The study's findings reveal that power distance leads to an increase in acquiescent and defensive silence, and uncertainty avoidance leads to an increase in prosocial and acquiescent silence. In contrast, collectivism and long-term orientation cause a decrease in acquiescent and defensive silence while causing an increase in prosocial silence. Lastly, masculinity leads to a decrease in prosocial silence. Country factor has been found to moderate power distance- acquiescent and defensive silence, long-term orientation-acquiescent and defensive silence, and masculinity-prosocial silence relationships.

Uncertainty avoidance level and purchase intention in Hungarian e-commerce

THE AIM OF THE PAPER The study investigates the impact of individuals’ uncertainty avoidance level on the relationship between risk and purchase intention in Hungarian e-commerce. It also distinguishes between perceived risk and affective risk in the decision-making journey. METHODOLOGY The study conducts empirical research using a sample of 283 Hungarian online shoppers and applying structural equation modelling (SEM). MOST IMPORTANT RESULTS The findings show that perceived risk and affective risk negatively impact consumers' purchase intentions in Hungarian e-commerce. Further, uncertainty avoidance negatively moderates the relationship between perceived risk and purchase intention. The study emphasises the role of affective risk in the decision-making journey. It also supports investigating cultural differences at an individual level in the literature on perceived risk in e-commerce. RECOMMENDATIONS This study suggests that companies may improve Hungarian consumers’ perceptions regarding the seller's reliability, product quality, logistics capacity, etc. to diminish perceived risk and affective risk. Further, it reveals another approach to customer segmentation based on individual cultural values.

Investigation of Cultural Identity of Students Who Study Japanese Language at British Universities Between 2012-2023

In Japanese language classrooms, students have become more globalised in terms of the students’ educational and life experience background. Teaching pedagogies which have been used before globalisation may not be appropriate and effective to students after globalisation. The aim of this study is to investigate any cultural identity characteristics of students who studied Japanese at two British universities in the South of England between 2012 and 2023. The significance of this study is to investigate how students’ individualist or collectivist cultural background may affect students’ cultural identity. Participants were a total of 22 students who studied Japanese language through an Institution-Wide Language Programme (IWLP). The majority of these students have studied Japanese for a minimum of one year up to three years. The data was collected between 2012/13 and 2022/23 academic year from two British universities. The research design to investigate students’ cultural identity characteristics was a mixed method, using variables such as hometown, languages they speak, their values and their first name. Students’ nationality, where they were born and where they were educated were also taken into consideration to analyse the data. The key finding of students’ characteristic was that students’ identification was closely related to their sense of belonging in the results of students’ hometown, languages they speak, their values and their first name, which is in line with other previous research results in the literature. Other findings included that some of the students found it difficult to determine their hometown, that the majority of students were multilingual who have experience in several language learning, that students’ values were often influenced by their parents’ individualist or collectivist cultural values, and that students’ first names often showed the students’ identification and sense of belonging. Taking into consideration of individualist or collectivist culture, recommendations discuss on how the language teaching practitioners may be able to support the sense of belonging of the current students who have diverse educational and life background.

Navigating the clouds: Cultural influences on technology acceptance in the workplace

In an era in which cloud computing is redefining business paradigms, understanding the interplay between organizational culture and technology adoption becomes paramount. Conducted across various European countries from May to July 2023, this study, with a final dataset of 145 responses, ventures beyond traditional technology acceptance models. By integrating Hofstede's cultural dimensions with the perceived usefulness construct from the Technology Acceptance Model (TAM), we explore their collective impact on cloud service utilization in the workplace. Employing a robust survey methodology and ordinal logistic regression analysis, this research reveals nuanced insights into how individualism and uncertainty avoidance influence cloud adoption, with perceived usefulness acting as a pivotal moderator. The findings not only extend the theoretical discourse on technology acceptance by highlighting the intricate role of cultural factors but also offer practical guidance for crafting IT strategies that align with individual cultural values. Contributing to the scholarly conversation on digital transformation within organizational contexts, this paper provides a comprehensive understanding of the factors driving cloud service utilization among employees. Its implications resonate across the academic and practical realms, underscoring the significance of cultural awareness in the successful implementation of cloud technologies.

Teachers’ Indıvıdual Cultural Values and the Relatıonshıp Between Psychologıcal Resılıence and Perceptıons of Alıenatıon

Schools are social structures and educational organizations are open and social systems. Determining the perception of cultural values, psychological resilience levels and alienation perceptions of administrators and teachers working in schools can provide information to practitioners and those concerned and offer clues for taking necessary measures. Determining the relationship and interaction level between these three qualities can contribute to the generation of realistic solutions. In this context, the purpose of this study is to determine the relationship between school administrators’ and teachers’ perceptions of individual cultural values and psychological resilience and their perceptions of alienation. Relational survey model, one of the quantitative research methods, was used in the study. The study was conducted with school principals, assistant principals and teachers working in Istanbul in the 2021–2022 academic year. Data were collected from 411 teachers randomly selected by clusterstratified sampling. “Individual Cultural Values Scale” translated into Turkish by Saylık (2019), “Psychological Resilience Scale” developed by Arslan (2015) and the “Alienation Scale” translated into Turkish by Güğerçin and Aksay (2017) were used as data collection tools. According to the results of the analysis, it was determined that although the perceptions of psychological resilience of administrators and teachers were at a very high level, they also experienced a high level of alienation. Perceptions of individual cultural values are at a medium level in the power distance sub-dimension, at a medium level in the masculinity, femininity and collectivism sub-dimensions, and at a high level in other sub-dimensions. While there is a low level relationship between all sub-dimensions of individual cultural values perceptions of administrators and teachers and psychological resilience perceptions in general and their sub-dimensions, there is no significant relationship between alienation perceptions and cultural values except for the sub-dimension of long term reach.

Dispositional Empathy and Cultural Sensitivity among Iranians, U.S. citizens, and Bicultural-Iranians Living in the U.S.

ObjectivesAdapting an exploratory quantitative approach, this study explores the relationship between dispositional empathy, cultural values, and cultural sensitivity among Iranians, U.S. citizens, and bicultural-Iranian individuals. MethodsUsing self-reported questionnaires, data were collected from 226 adult participants living in Iran and the U.S. ResultThe findings reveal that affective empathy consistently outweighs cognitive empathy across all groups. Bicultural-Iranian individuals demonstrate a unique profile, blending Persian cultural norms with a preference for individualistic values, along with heightened interaction, engagement, and attentiveness. Differences in cultural sensitivity are observed, with bicultural-Iranian individuals exhibiting greater engagement, attentiveness, and adherence to individualistic cultural values compared to U.S. citizens and Iranians. ConclusionThese insights contribute to our understanding of empathy, cultural orientation, and intercultural interactions, emphasizing the complexity of biculturalism and its implications for fostering inclusive and empathetic societies.

The Influence of Culture on the Lure of Choice, Mental Accounting, and Overconfidence.

In the contemporary globalized landscape characterized by international and intercultural decision-making processes, interconnected supply chains, and diverse customer relations, susceptibility to biases and heuristics poses a substantial threat to the efficiency of decision making. This research explores the relatively understudied influence of culture on individuals' susceptibility to concepts derived from behavioral economics. Employing the Individual Cultural Values Scale (CVSCALE), we examine the impact of culture on the allure of choice, mental accounting, and overconfidence among 837 participants from Australia (AU), China (CN), Germany (GE), and the United States (US) through logistic regression analysis. At the individual level, discernible interactions between power-distance, allure of choice, and overconfidence are observed. On the national scale, power-distance (AU, US), uncertainty avoidance (US), and masculinity (CN) significantly impact the allure of choice, while overconfidence is influenced by power-distance (US) and masculinity (US). Our analysis shows that culture plays a pivotal role in shaping susceptibility to biases and heuristics, thereby influencing decision-making processes. The findings advocate for a culturally differentiated approach to behavioral economics, emphasizing the need to tailor strategies and interventions based on cultural nuances.

Reduction of Ivory Product Purchase in China: The Role of Cultural Values on Ethical Consumption

Abstract The consumption of ivory has been a significant subject in both sustainable consumption and (un)ethical consumption studies, as it not only poses a threat to endangered species but also to environmental biodiversity and sustainability. The purpose of this study is to investigate how individual cultural values influence the behavior of ivory consumption in the Chinese context. This research first reviewed recent studies on ivory purchases in China to gain an understanding of this topic. Then, theoretical frameworks, including Hofstede’s (1984. “Cultural Dimensions in Management and Planning.” Asia Pacific Journal of Management 1 (2): 81–99, 1998. Masculinity and Femininity: The Taboo Dimension of National Cultures. Thousand Oaks: Sage Publications, 2001. Culture’s Consequences: Comparing Values, Behaviors, Institutions, and Organizations Across Nations, 2nd ed. Thousand Oaks: Sage Publications.) cultural dimensions and the theory of planned behavior (TPB; Ajzen 1991. “The Theory of Planned Behavior.” Organizational Behavior and Human Decision Processes 50 (2): 179–211.), were applied for conceptual model and hypotheses development. To test the hypotheses, a total of 600 responses were collected in China using the Qualtrics market research service, and 575 usable responses were employed for the Structural Modeling Analysis (SEM) data analysis. Our findings suggest that ivory purchase intention is impacted by both power distance and collectivism, whether through a direct path or indirect influence on attitude towards ivory purchasing. Our findings suggest that both power distance and collectivism are negatively associated with negative attitudes toward ivory purchase and positively associated with purchase intention. Moreover, uncertainty avoidance is positively related to negative attitudes toward ivory purchase, but is not directly linked to ivory purchase intention. The research identified the main factors driving ivory purchases in China and developed behavior change strategies through targeted interventions. These strategies can be implemented across different cultures and in other sustainable conservation initiatives.

Elevated depression and anxiety predict future patterns of individualistic and collectivistic cultural values: A cross-lagged longitudinal network analysis

BackgroundSpecific components of independent and interdependent self-construal have been associated with psychopathology. However, most studies on this topic have been cross-sectional, precluding causal inferences. We used contemporaneous and temporal cross-lagged network analysis to establish weak causal effects in understanding the association between self-construal and psychopathology components. MethodsMiddle-aged and older community-dwelling adults (n = 3294) participated in the Midlife Development in the United States study across two time-points, spaced nine years apart. Six self-construal (interdependence: connection to others, commitment to others, receptiveness to influence; independence: behavioral consistency, sense of difference from others, self-reliance) and three psychopathology nodes (major depressive disorder (MDD), generalized anxiety disorder (GAD), and panic disorder (PD) symptom severity) were examined. All network analyses controlled for age, sex, race, and number of chronic illnesses as covariates. ResultsContemporaneous and temporal networks yielded relations between elevated MDD and PD and increased receptiveness to influence. Heightened GAD symptom severity was associated with future increased difference from others and decreased connection to others, commitment to others, and receptiveness to influence. Higher MDD, GAD, and PD severity were associated with future lower self-reliance. Network comparison tests revealed no consistent network differences across sex and race. LimitationsDSM-III-R measures of MDD, GAD, and PD were used. Results may not generalize to culturally diverse racial groups. ConclusionsChanges in self-construal may result from increased MDD, GAD, and PD severity. Findings suggest the importance of targeting common mental health symptoms to positively influence how individuals view the self and others in various social contexts.

Relationship between horizontal collectivism and social network influence among college students: mediating effect of self-monitoring and moderating effect of self-efficacy.

The aim of the present study was to investigate the intrinsic relationship between cultural values and social network index among college students. In addition, the present study explored the mediating role of self-monitoring in the relationship between horizontal collectivism cultural values and social network index, as well as the moderating role of self-efficacy, to provide a theoretical approach based on the intrinsic mechanism for college students to establish a good social network. A simple random cluster sampling method was used to investigate 376 college students with cultural values scale, self-monitoring scale, self-efficacy scale, and social network index scale, structural equation model was constructed using M-plus and SPSS. The result indicated that individual horizontal collectivist cultural values positively predict social network index (β = 0.477). Self-monitoring plays an intermediary role between cultural values and social network index, and self-efficacy plays a moderating role between self-monitoring and social network index. The level of an individual's social network activity is affected by the cultural values of horizontal collectivism and self-monitoring. Improving individual self-monitoring ability and self-efficacy can effectively improve the interpersonal relationships of college students.

Hustle: Experiences of making work ‘work’ for non-standard and precariously employed workers in New York City

Non-standard employment (NSE) has negative implications for workers' health. As part of a larger comparative case study, this article explores US-based workers' experiences in NSE and its influences on their health and well-being in a context of a shrinking social safety net and individualistic cultural values. We conducted interviews with workers in NSE in various occupations in the New York City area (N = 40). We used deductive and inductive thematic analysis and considered variations across levels of employment precarity. All participants experienced the ‘hustle of NSE,’ a dynamic frame comprising: i) tension between payoffs (flexibility, opportunity to work for more pay, and satisfaction with their work) and tradeoffs (job instability and insecurity, and having to work more) that both implicate participants' health and well-being in mostly negative ways; ii) reliance on personal and family resources and opportunities to manage NSE; and iii) low expectations for improvements in employer-based practices and policies or basic worker and social protections despite having clarity about problems and desires. Workers assessed their work and life circumstances and behaved in a way to try to obtain the best results for themselves and their families. When comparing across employment precarity levels, workers' health and well-being experiences varied by participants' immigration status. Understanding health and well-being consequences of NSE contributes to examining individual costs of labor market flexibility. Achieving health equity must include labor, employment and welfare state policies that are more inclusive of gaps created by NSE and precarious employment, especially for workers in marginalized social locations.

Indulge or Reduce? A Cross-Country Investigation of Consumption Patterns Following Pandemic Lockdowns

Pandemic lockdowns in early 2020 disrupted daily life worldwide and created an opportunity for self-reflection and consumption paradigm shifts. However, consumption patterns might take different directions, and opposing views exist about whether consumers (1) prolong reduced consumption after lockdown or (2) compensate for lockdown consumption restrictions through self-indulgence. Drawing from self-determination theory and individual–cultural values frameworks, this article develops a conceptual model of postlockdown consumption patterns related to three factors: consumers’ fulfillment of basic psychological needs during lockdowns, individual consumer values, and country-level cultural orientations. Consumer surveys conducted after the first lockdowns in three culturally different European countries (the United Kingdom, Germany, and Romania) show that both satisfaction and dissatisfaction of psychological needs during lockdown impact consumption patterns, at least in the short term. The direction of consumption patterns is driven by hedonism and universalism values at an individual level and differences in postmaterialism and indulgence at a country level. The results provide implications for international marketers and policy makers in postpandemic marketplaces.

Aggressive investment choices – Do cultural values and past investing experiences play a role?

PurposeThe study assesses impact of individual cultural values on investment choices (aggressive or conservative), of 450 investors with behavioural biases and risk propensity in serial as mediators in the relationship.Design/methodology/approachThe study used serial mediation analysis using Hayes model 6 for creating six models.FindingsFindings of the study indicated that individualism traits are inclined to aggressive investment choices due to presence of overconfidence biases. Uncertainty avoidance and longtermism traits of investors resulted in aggressive investment choices due to presence of herd mentality bias. The moderating impact of past investing experiences was found significant.Originality/valueThe study indicates the importance of cultural values and past investing experiences of investors that may develop biases to assess investment choices and decisions of investors.

Individual Cultural Values and Profit Expectations on Investment Intentions in Crypto Currency: Religiosity as a Moderating Variable

This study intends to investigate the effects of conscious and unconscious processes on crypocurrency investment intention. The impact of personal cultural values, profit expectations, and religiosity on intentions for hazardous investments was examined within this paradigm. Additionally, the mediating function of profit expectations in the association between a person's cultural values and religion for crypocurrency investment intents was also examined. Additionally, the topic of religion as a mediator of profit expectations and crypocurrency investing purpose was covered. When our graduate students willingly shared the online survey link on their social networks between February and July 2022, the data were gathered. In all, 446 people responded to the questionnaire in this manner. The AMOS programme was used to carry out structural equation modelling (SEM), which was used to test the research model.In addition to these, the effects of age, education level, sex, and marital status on individual cultural values and investment intentions were examined. The age group of 41 to 50 years old had the highest uncertainty avoidance level. People above the age of 41 had the highest level of long-term orientation. The 51-year-old age group had the least risky investing objectives. Age did not influence collectivism or power distance. The amount of schooling had no impact on any variations in the pertinent variables. Intention to take risks, power distance, masculinity, and collectivism are all greater in men than in women, and married people are more likely to avoid uncertainty and to identify as men than unmarried people. This study is the first to examine the combined effect of conscious and unconscious processes on cryptocurrency investing intentions. The authors have also offered evidence for the presence of a link between these three factors. On the other hand, the number of empirical studies examining the relationship between profit expectancy, religion, and investment intention in cryptocurrency is rather small.

The impact of normative institutions on socially sustainable supply chain management: the role of individual cultural values

PurposeDrawing on institutional theory, this study investigates the role of individual cultural values on the adoption of socially sustainable supply chain management (socially SSCM) for Chinese suppliers facing the normative institutional pressures of guanxi (interpersonal relationships).Design/methodology/approachUsing empirical data collected in three waves from 205 Chinese manufacturers supplying international markets, the proposed theoretical model is tested through partial least squares structural equation modeling (PLS-SEM).FindingsThe results indicate that guanxi has a positive impact on socially SSCM, and this positive effect is strengthened when the individual cultural values of the supplier's representative embody high collectivism and low uncertainty avoidance.Research limitations/implicationsThis study highlights the leading role of guanxi in improving socially SSCM practices due to its normative institutional force. In addition, the findings suggest that future studies should consider individual differences in supply chain partners, which may lead to distinct reactions when facing normative institutional pressures.Practical implicationsThis study suggests international buyers should adopt guanxi management with their Chinese suppliers to encourage them to adopt socially SSCM. In addition, managers should note that the guanxi strategy is more effective when the supplier's representative collectivism is high and uncertainty avoidance is low.Originality/valueThis study contributes to socially SSCM research in emerging economies by unveiling the role of guanxi as a key driver of socially SSCM in the Chinese market and providing empirical evidence of the moderating effect of individual culture on the guanxi normative institutionalization process.

Loneliness, Social Support, Social Trust, and Subjective Wellness in Low-Income Children: A Longitudinal Approach.

The progress and development of society in every sense is possible by raising healthy individuals. To do so, it is necessary to ensure the physical and mental development of children in a healthy way. There are many variables that affect the physical and mental development of children. These variables are affected by individual factors, social structure, social interactions and cultural values. In addition, when these factors interact with each other, their effect on behavior and well-being may increase. Undoubtedly, one of the primary factors negatively affecting a child's physical and psychological development is the adverse economic conditions and hardships experienced by his/her family and consequently, by the child. Increasing poverty hinders children's access to resources, and thus negatively affects their mental health as well as their physical development. Furthermore, positive economic conditions pave the way for an improved environment, better nutrition, higher-quality education, elevated social status, more friends, reduced feelings of loneliness, and increased social support and trust and all of these positively contribute to psychological well-being. Therefore, based on the conviction that early interventions can be protective and screening is needed to determine the proper intervention, this study aims to investigate the relationship between psychological well-being, loneliness, social support and social trust, all of which affect the psychological health of children living in economically disadvantaged families. To this end, answers to the following questions were sought. Is there a significant relationship between the loneliness, social support, social trust and psychological well-being of the children from low-income families? Do the feelings of loneliness, social support and social trust of the children from low-income families significantly predict their psychological well-being?