How values of individualism and collectivism influence impulsive buying and money budgeting: the mediating role of acculturation to global consumer culture

Journal article


Czarnecka, B., Schivinski, Bruno and Keles, Serap (2020). How values of individualism and collectivism influence impulsive buying and money budgeting: the mediating role of acculturation to global consumer culture. Journal of Consumer Behaviour. 19 (5), pp. 505-522. https://doi.org/10.1002/cb.1833
AuthorsCzarnecka, B., Schivinski, Bruno and Keles, Serap
Abstract

This is the peer reviewed version of the following article: Czarnecka, B, Schiviniski, B and Keles, S (2020) How values of individualism and collectivism influence impulsive buying and money budgeting: the mediating role of acculturation to global consumer culture. Journal of Consumer Behaviour, which will be published in final form at https://onlinelibrary.wiley.com/journal/14791838. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions

This study examined the effects of individual-level cultural values of individualism and collectivism on impulsive buying and money budgeting, and the mediating role of acculturation to global consumer culture. By applying the person-environment fit theory and acculturation theory, we argue that people who hold cultural values congruent with the culture they come into contact with are more likely to acculturate to it, and that those who acculturate to global consumer culture (GCC) are more likely to display consumption behaviors stimulated by GCC, namely impulsive buying and poor money budgeting. The findings show that consumers acculturated to GCC report higher impulsive buying and lower money budgeting, and that it is not the distinction between individualism and collectivism, but rather between the vertical and horizontal values that determines the acceptance of GCC and the studied consumption behaviors. Results revealed that vertical individualists (those who believe in competition between individuals and who prioritize their needs over the needs of others) and vertical collectivists (those who believe in the subordination of individuals to groups) were more likely to be acculturated to GCC. Thus, the acceptance of inequality between individuals amongst other individuals, or within groups, is related to the acceptance of GCC and impulsive buying and money budgeting. The level of acculturation to GCC mediates the relations between vertical individualism and collectivism values and impulsive buying and money budgeting. Theoretical contributions to the research on horizontal/vertical individualism/collectivism, acculturation to GCC, and person-environment fit theory, as well as practical implications for marketers are discussed.

KeywordsApplied Psychology; Social Psychology
Year2020
JournalJournal of Consumer Behaviour
Journal citation19 (5), pp. 505-522
PublisherWiley
ISSN1472-0817
1479-1838
Digital Object Identifier (DOI)https://doi.org/10.1002/cb.1833
Publication dates
Online29 Jun 2020
Publication process dates
Accepted29 Apr 2020
Deposited01 May 2020
Accepted author manuscript
File Access Level
Open
Licensehttp://onlinelibrary.wiley.com/termsAndConditions#vor
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