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A Cross-Cultural Analysis of Perceived Risk in British and French CD Purchasing
Mitchell, Vince W; Yamin, Mohammad; Pichene, B
Journal of Euro-Marketing. 1997;6(1):5-24.
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Abstract
A study proposes minimum conditions for meaningful cross-cultural comparisons of consumer behavior in terms of concept, culture, and context and compares risk-reducing behavior among a sample of UK and French compact disk purchasers. Few cross-cultural studies have been truly guided by these 3 considerations, especially in the standardization literature. The results show minor differences in risk-reducing behavior between the 2 samples, although the variation seen in some individual strategies is potentially significant in behavioral and marketing terms. The highly-standardized purchase context allowed some limited examination of Levitt's (1983) notion of emerging homogeneity of tastes for which partial support is found.
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7100 (Market research); 9130 (Experimental/theoretical treatment); 9175 (Western Europe); Compact discs; Consumer behavior; Cross cultural studies; Purchasing; Risk aversion; Standardization
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- DOI URL http://dx.doi.org/10.1300/J037v06n01_02
- Word count: 5463 1996