Chen, Ng & Rao

Aim

Investigate the role of Confucian work dynamism (long-term orientation) on an individual's buying habits

Procedure

-149 bi-cultural participants from Singaporean university (online)

-made more aware of either Singaporean or American identity (shown 12 photos that emblematic of culture)- famous buildings, brand names, flag, celebrities (write down things you remember)

-then given a shopping scenario to buy a novel online (2.99 Singaporean $ plus 5 days or pay more for 1 day)

-list 1st 3 politicians that came to mind

Results

-Western cultures: higher value on immediate consumption than Eastern culture

-listed politicians relevant to their culture

Implication

-cultures affect choices/ what comes to mind

Evaluation

-politician test (final test) good

-Singapore=confounding variable

-online- difficult to control variables

-standardized and can be replicated