The Effect of Cultural Orientation on Consumer Responses to Personalization

Kramer, Thomas; Spolter-Weisfeld, Suri; Thakkar, Maneesh
March 2007
Marketing Science;Mar/Apr2007, Vol. 26 Issue 2, p246
Academic Journal
While marketing activities increasingly involve personalizing product offers to individually elicited preferences, these unique specifications may not be universally important for product choice. Providing evidence of the limits of treating each customer differently, three experiments show that individuals who exhibit interdependent or collectivistic tendencies tend to be more receptive to recommendations that are not personalized to their own preferences, but instead to the collective preferences of relevant in-groups. However, we find that cultural orientation affects responses to personalized recommendations for only those products whose consumption or choice decision is subject to public scrutiny. We further demonstrate that the favorability of thoughts elicited by ads offering targeted versus personalized offers mediates the effect of cultural orientation on responses to personalization. Finally, both individualistic and collectivistic consumers respond more favorably to offers of targeted recommendations when they believe relevant others share their preferences and when their level of expertise is relatively low.


Related Articles

  • Cross-Cultural Influences on the Buyer-Seller Interaction/Negotiation Process. Sheth, Jagdish N. // Asia Pacific Journal of Management;Sep1983, Vol. 1 Issue 1, p46 

    Even though the buyer-seller interaction/negotiation process is receiving increasing attention from the marketing scholars (Capon & Hulbert, 1976; O'Shaughnessy, 1972; Sheth, 1976; Wilson, 1976; Woodside, Bennett & Sheth, 1977), there is virtually nothing in the literature on the influence of...

  • Observe your customers closely and you'll guess their next move. Lees, Richard // Precision Marketing;4/9/2004, Vol. 16 Issue 23, p14 

    Focuses on the initiative on winning more customers in Great Britain. Understanding of how to cater customers' preferences; Influence of identifying clear objectives in the success of relationship marketing; Meeting and surpassing of the needs and inspirations of customers.

  • iPhone may be 'cool' but 43% remain unimpressed.  // Marketing Week;10/8/2009, Vol. 32 Issue 41, p10 

    The article reports that 43 percent of consumers remain unimpressed with Apple iPhone, according to the result of an online poll by Marketingweek.co.uk. The survey shows that 50 percent favored the CoolBrands when asked if they thought the iPhone was worthy of topping the CoolBrands list while...

  • How do shoppers makeover living rooms on a budget?  // Cabinet Maker;4/28/2006, Issue 5485, p26 

    The article presents information on a survey in which consumers were asked what type of items they would buy to update their living room with in a budget of £100. The top choice was curtains or blinds. With a tight budget to update their living rooms retailers were surprised at what consumers...

  • When Customer Loyally Doesn't Pay.  // BizEd;Jul/Aug2008, Vol. 7 Issue 4, p56 

    The article refers to a study regarding when to offer price incentives to customers. According to the U.S. study, only companies which operate in an industry where customers frequently change products and services should offer rewards to current customers. The study reports that two realities of...

  • The Impact of Source and Item Characteristics on Consumer Responses to Flattery in Retail Sales Transactions. Aditya, Sutapa; Main, Kelley; Dahl, Darren // Advances in Consumer Research;2009, Vol. 36, p932 

    The article presents a study which investigates the impact of source and item characteristics on consumer responses to flattery in retail sales transactions. Results suggested a significant interaction effect of clerk attractiveness. Researchers also concluded that flattery led to higher...

  • COMMENSURABILITY OF SATISFACTION FULFILLMENT: SHOULD THERE BE A CHANGE IN ITS FUNCTIONAL FORM? Ding Hooi Ting // International Journal of Academic Research;Sep2013, Vol. 5 Issue 5, p61 

    In service business, customer satisfaction has received extensive attention and considerable debate since its development. To date, there is no consensus as to the functionality of satisfaction modeling. While a good deal of research has assumed or adopted a linear function, it has been argued...

  • WHAT MAKES THEM BUY?  // Music Trades;Nov2009, Vol. 157 Issue 10, p70 

    The article discusses the results of a consumer survey on people who buy drumsets. According to the survey, overall quality, brand reputation and price are factors that consumers consider in their product selection. It adds that 67 percent of individuals that purchased a drumkit have a valued...

  • ROMANIAN NATIONAL STYLE OF NEGOTIATION. Ploae, Cătălin // International Conference : CKS - Challenges of the Knowledge Soc;Jan2009, p1336 

    This paper focuses on defining and exploring the Romanian National Style of Negotiation, on the premises of cultural influence factors on how people interact in cross-cultural bargain. We started from the premise that people are different in terms of innate or acquired attitudes ( be they...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics