Chen et al. 2005

Useful for

cultureal dimension

Effect of enculturation =

Aim

investigate the role of Confucian Work Dynamism (long term orientation) on an individuals buying habits

Confucian work dynamism

Cultural dimension

a.k.a level of impulsivity

> long term orientation vs short term orientation

(China) (USA)

Method

- 149 bi-cultural participants (american/singapoeran) from a Singaporean university

- conducted online

- participants randomly assigned to conditions

- participants primed to make either American/ singaporean identity more aware > shown a collage of images with images from the culture participant is being primed for

- asked to write down as many items that they could remember

- given a shopping scenario to buy a book: standard delivery was 2.99 for 5 days but could pay extra to get the book in 1 day

- asked how much they were willing to pay

- asked to list 1st 3 politicians that came to mind

Results

- western cultural values (American) primed ppl = high value on immediate consumption = would pay extra money = long term orientation

- Singaporean primed ppl = low value on immediate consumption = wouldn't pay extra = short term orientation

- both = participants listed politicians for culture they were primed for > priming had remained throughout study

Research design

naturalistic study

> study was conducted online to mimic how someone would actually buy a book in the real world

> increases real world applicability

> increases ecological validity

Confounding variable

done online

> difficult to control variables

= potential help from others

= distractions from environment

confounding variable

study taking place in Singapore

> may unintentionallly influence behaviour of participants = more used to local culture norms of Singapore

> threatens internal validity

Positve attribute

highly standardised = replicable

Not studied (9)

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