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The influence of culture upon consumers’ desired value perceptions: A research agenda

Florida State University, USA, joverby{at}cob.fsu.edu

Robert B. Woodruff

University of Tennessee, USA, woodru00{at}utk.edu

Sarah Fisher Gardial

University of Tennessee, USA, sgardial{at}utk.edu

Although consumer consumption occurs globally, the value that consumers perceive from buying and using a product or service likely differs across cultures. We show that consumer perceptions of product/service value are determined not only by intrinsic dispositions, but also by internalized cultural values and norms, and external contextual factors. This article conceptually examines how and where culture influences consumer value. Following a review of the literature on consumer value and culture, we offer an integrative model that conceptualizes culture as a metaphorical lens influencing the meaning and relative importance of the content and structure of a consumer’s means-end value hierarchy. We discuss the implications for a future research program.

Key Words: context • culture • international • means-end

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