Notes toward an application of McCracken's ''cultural categories'' for cross cultural consumer research

被引：25

作者：

Applbaum, K ^{[1
]}

Jordt, I ^{[1
]}

机构：

[1] HARVARD UNIV, CAMBRIDGE, MA 02138 USA

来源：

JOURNAL OF CONSUMER RESEARCH | 1996年 / 23卷 / 03期

关键词：

D O I：

10.1086/209478

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The importance to cross-cultural consumer research of an encompassing yet intricate approach to evaluating the role of culture has been broadly recognized. This article charts a procedure for operationalizing the descriptive term ''cultural categories'' for this purpose. By analyzing the acceptance, use, and meaning-attachment patterns of selected goods or services in a given environment, culture-exclusive (and nonexclusive) categories can be discerned and labeled. Explanation and illustration of this approach are drawn from a field investigation conducted in western Japan.

引用

页码：204 / 218

页数：15

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