Chen et al (2005) case study

how culture may affect decision-making & discuss cultural dimensions

Chen et al; BASIC INFORMATION ON LTO AND STO

Cultures like China have a long-term orientation (LTO). The values of this dimension include:

• persistence

• thrift/saving money is an important life goal

• having a sense of shame

• leisure time is not as important

• the future is more important than the present.

However, the USA has a low degree of LTO. They have STO.

• values are rooted in the present

• spending is based on current needs

• leisure time is vv important

Chen et al; AIM

Was to investigate the role of LTO on an individual’s buying habits.

Chen et al; SAMPLE

Bi-cultural participants from a Singaporean university.

These participants were randomly assigned to conditions, and this whole study was conducted online

Chen et al; PROCEDURE

1. The participants were primed in order to make their Singaporean or American identity more salient. (make them more aware of that specific identity).

   1. This was done by showing the participants 12 pictures that were symbolic of the culture.

      1. Like famous buildings, brand names, the flag and celebs.

   2. After looking at the pictures they were asked to write down as many of the things they saw which they could remember.

2. After the priming, the participants were given a shopping scenario to buy a book online.

   1. They were told that the standard delivery cost 2.99 Singaporean dollars. They were told that it would take 5 business days to receive the delivery, but they could pay extra and receive the book in one day.

      1. Participants were asked how much were they willing to pay to receive the book in one day.

3. Then finally they were asked to list the 1st 3 politicians that came to mind.

Chen et al; RESULTS

People whose Western cultural identity was made more salient through priming placed a higher value on immediate consumption than the people whose Eastern cultural identity was made more salient.

Chen et al; WHAT DOES THIS SHOW

It shows that the LTO played a role in their online shopping behaviour.

Chen et al; LINK IT BACK TO THE QUESTION

This shows that culture has an impact on cognitive thinking which was shown in this study by a scenario of purchasing an item. The more salient they were to their LTO the less motivated to spend a lot of money on the item.

Chen et al; EVALUATION

Priming was a success.

• The participants also listed politicians that were relevant to the culture they were made more salient to, which then makes it clear the priming worked through the entire study.

Based in Singapore.

• This could be a confounding variable.

Naturalistic.

• This scenario was done online and how most students would purchase their books.

Online..

• This however could’ve made it hard to control variables, like potential help from others or other distractors in the environment.

Highly standardized.

• Could be replicated in order to establish the reliabilty of these findings.