Showing papers by "Sharon Shavitt published in 2010"

Culture and concepts of power.

Abstract: Five studies indicate that conceptualizations of power are important elements of culture and serve culturally relevant goals. These studies provide converging evidence that cultures nurture different views of what is desirable and meaningful to do with power. Vertical individualism is associated with a conceptualization of power in personalized terms (i.e., power is for advancing one's personal status and prestige), whereas horizontal collectivism is associated with a conceptualization of power in socialized terms (i.e., power is for benefiting and helping others). Cultural variables are shown to predict beliefs about appropriate uses of power, episodic memories about power, attitudes in the service of power goals, and the contexts and ways in which power is used and defended. Evidence for the cultural patterning of power concepts is observed at both the individual level and the cultural-group level of analysis.

Cross-Cultural Psychology of Consumer Behavior

Abstract: This chapter reviews the major cultural constructs of individualism/collectivism, independent/interdependent self-construal, and analytic-holistic thinking, and the cognitive processes and behaviors associated with these distinct cultural categories. It also reviews the implications of these distinctions for processes and outcomes relevant to the consumer context such as preferences, judgments, decision making, purchase behavior, and the persuasiveness of advertising appeals. Keywords: cross-cultural psychology; cross-cultural consumer behaviour; independent-interdependent self-construals; individualism-collectivism; analytic-holistic thinking