Consumer Expectations and Culture: The Effect of Belief in Karma in India
Journal of Consumer Research, Vol. 37, No. 2, pp. 251-63, 2010
14 Pages Posted: 17 Nov 2011
Date Written: August 2010
In the customer expectations arena, relatively little attention has been paid to the impact on expectations of variation in cultural variables unique to a country. Here the authors focus on one country, India, and a major cultural influence there - the extent of belief in karma. Prior research in the United States suggests that disconfirmation sensitivity lowers expectations. Here the authors examine whether belief in karma and, consequently, having a long-term orientation, counteracts the tendency to lower expectations in two studies that measure and prime respondents' belief in karma. The extent of belief in karma, operating largely through its impact on long-run orientation, does moderate (decrease) the effect of disconfirmation sensitivity on expectations. It is important to tailor advertising messages by matching them with customer expectations and their cultural determinants.
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