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Permanent link (DOI): https://doi.org/10.7939/R3SD04

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The Connected Customer: Essays on Individualistic-Collectivistic Decision-making Open Access

Descriptions

Other title
Subject/Keyword
judgment
information-processing
utility
risk
group
connected
collectivistic
individualistic
behaviour
culture
decision-making
consumer
altruism
Type of item
Thesis
Degree grantor
University of Alberta
Author or creator
Enström, Rickard
Supervisor and department
Terry Elrod (School of Business, University of Alberta)
Examining committee member and department
Yuanfang Lin (School of Business, University of Alberta)
Dilip Soman (Rotman School of Management, University of Toronto)
Joffre Swait (School of Business, University of Alberta)
Adam Finn (School of Business, University of Alberta)
Wiktor Adamowicz (Department of Rural Economy, University of Alberta)
Department
School of Business
Specialization

Date accepted
2010-04-14T16:22:57Z
Graduation date
2010-06
Degree
Doctor of Philosophy
Degree level
Doctoral
Abstract
The traditional approach to the study of consumer behaviour is to regard them as isolated islands of preferences, needs, motives, and goals; however, this approach neglects the impact of ‘others’ on consumers’ judgments and preferences. For this reason, the theme of this thesis is the ‘connected customer’. Chapter 2 and 3 provides a theoretical and empirical treatment of a situation often encountered in households: how do an individual’s private risk preferences translate into preferences over risk when making decisions on behalf of a group of people in which the decision-maker is a member? It is hypothesized that the decision-maker’s degree of altruism and perception of the group members’ risk preferences are the driving forces in the relation between private and social risk preferences. The results suggest that social preferences can be characterized as a mixture of individuals’ private risk preferences and the beliefs-private risk differential. Chapter 4 looks at individuals’ information processing strategy under conditions of low and high cultural salience. Recent findings suggest that consumers in both individualist and collectivist cultures use a dual processing approach—a heuristic versus a systematic processing strategy—when assessing product alternatives. However, collectivist members tend to rely more on consensus information than attribute. This chapter examines whether priming individuals on their cultural identity will make them to switch processing strategy toward consensus information and hence become more similar to collectivist members. The results largely support this prediction.
Language
English
DOI
doi:10.7939/R3SD04
Rights
License granted by Rickard Enstrom (renstrom@ualberta.ca) on 2010-04-14T09:13:18Z (GMT): Permission is hereby granted to the University of Alberta Libraries to reproduce single copies of this thesis and to lend or sell such copies for private, scholarly or scientific research purposes only. Where the thesis is converted to, or otherwise made available in digital form, the University of Alberta will advise potential users of the thesis of the above terms. The author reserves all other publication and other rights in association with the copyright in the thesis, and except as herein provided, neither the thesis nor any substantial portion thereof may be printed or otherwise reproduced in any material form whatsoever without the author's prior written permission.
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