How Does National Culture Impact on Consumers’ Decision-Making Styles? A Cross Cultural Study in Brazil, The United States and Japan (Report)

Introduction The phenomenon of globalization has changed the way people think, behave and do business. Therefore, to achieve successful outcomes in their marketing strategies, marketers should carefully analyze the intrinsic reasons that motivate consumers to respond positively to these marketing stimuli, and how they make choices. Although consumer decision-making style represents a relatively consistent pattern of cognitive and affective responses, national culture has been proved to impact significantly on individual values and attitudes (Hofstede, 1984), and to have a significant influence on consumer decision-making style (Leo, Bennet, & Hartel, 2005).

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