Cultural priming conditions and decision-making on food consumption: means-end evidence for everyday consumer goods. Issue 4 (1st October 2020)

• Record Type: Journal Article
• Authors: Choi, Byung-Joon
• Is Part Of: Journal of marketing theory and practice. Volume 28:Issue 4(2020)
• Page Start: 403
• Page End: 417
• Publication Date: 2020-10-01
• Subjects: Marketing -- Periodicals; Marketing research -- Periodicals; Marketing -- Périodiques; Marketing -- Recherche -- Périodiques; Marketing; Marketing research; Periodicals; 658.8005
• DOI: 10.1080/10696679.2020.1772673
• Languages: English
• ISSNs: 1069-6679

Abstract

ABSTRACT: The causal link between consumer cultural styles of self-concept and cognition has received little attention in means‐end research. This article aims to fill this gap in the literature by demonstrating that the effect of self-concept on the number of cognitive linkages that consumers consider in food consumption (breakfast cereal, fruit juice, and prepared meals) is due to the activation of different cognitive styles. Notably, the results from experimental studies conducted using two cultural settings (France and Korea) and cross-cultural multilevel analysis (within-culture and within-priming group variations) suggest that consumers' inconsistent self-concept leads to the most effective shifts toward more or less complex means-end structures. Finally, we discuss the theoretically-based and practitioner-relevant implications of our cultural priming findings.