Culture and the Self

Implications for Consumer Behavior

Authored by: Kitayama Shinobu , Park Jiyoung

The Routledge Companion to Identity and Consumption

Print publication date:  December  2012
Online publication date:  January  2013

Print ISBN: 9780415783064
eBook ISBN: 9780203105337
Adobe ISBN: 9781136253522


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Over the last two decades, substantial progress has been made on cultural differences and similarities in a variety of psychological processes (Kitayama and Uskul 2011; Markus and Kitayama 1991, 2010). We now know that many aspects of cognition (e.g. Nisbett et al. 2001), emotion (e.g. Mesquita and Leu 2007; Tsai 2007), and motivation (e.g. Heine and Hamamura 2007) show considerable variations across cultures. This is the case especially when comparisons are drawn globally between Western cultures (North American middle-class cultures in particular) and Eastern cultures (East Asian cultures in particular). Initially, much of this work focused on student populations at relatively elite universities in North America and East Asia.

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