Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Shopping karma: Cultural factors affect consumer satisfaction

18.02.2010
If you believe in karma, you're more likely to have higher expectations, according to a new study in the Journal of Consumer Research.

Some consumers strategically lower their expectations in order to try to increase their satisfaction with a product or experience, write authors Praveen K. Kopalle (Dartmouth College), Donald R. Lehmann (Columbia University), and John U. Farley (Dartmouth College). But people who believe in karma tend to have a more long-term orientation, which decreases the importance of momentary happiness.

The authors describe the doctrine of karma as having three main tenets. First, is the notion of rebirth where actions in a particular life may bear fruit either in the current life or in the next. Second, actions can be broadly classified into appropriate (good) or inappropriate (bad). Finally, good actions in the present lead to good outcomes in the future. "The doctrine of karma links current conduct to future consequences either in this life or the next," write the authors. "Thus, a belief in karma entails, among other things, a focus on long-run consequences."

"Individuals with a long-term orientation are likely to be less inclined to lower expectations in the hope of temporarily feeling better," write the authors. "With a long-term orientation, even those individuals who are most unhappy when a product fails to live up to their expectations of it have a limited incentive to artificially lower their expectations and hence have higher (and more accurate/realistic) expectations."

The authors compared results in China with those in India and found that a significantly higher percentage of people in India believed in karma (64 percent versus 10.5 percent).

It is important for companies to understand these types of cultural differences if they wish to reach consumers in a globalized marketplace, the authors write. "Perhaps most importantly, the findings are also encouraging concerning the feasibility of explicitly measuring cultural factors and assessing their impact on consumer behavior."

Praveen K. Kopalle, Donald R. Lehmann, and John U. Farley. "Consumer Expectations and Culture: The Effect of Belief in Karma in India." Journal of Consumer Research: August 2010. A preprint of this article (to be officially published online soon) can be found at http://journals.uchicago.edu/jcr).

Mary-Ann Twist | EurekAlert!
Further information:
http://www.wisc.edu

More articles from Studies and Analyses:

nachricht Smart Data Transformation – Surfing the Big Wave
02.12.2016 | Fraunhofer-Institut für Angewandte Informationstechnik FIT

nachricht Climate change could outpace EPA Lake Champlain protections
18.11.2016 | University of Vermont

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Significantly more productivity in USP lasers

In recent years, lasers with ultrashort pulses (USP) down to the femtosecond range have become established on an industrial scale. They could advance some applications with the much-lauded “cold ablation” – if that meant they would then achieve more throughput. A new generation of process engineering that will address this issue in particular will be discussed at the “4th UKP Workshop – Ultrafast Laser Technology” in April 2017.

Even back in the 1990s, scientists were comparing materials processing with nanosecond, picosecond and femtosesecond pulses. The result was surprising:...

Im Focus: Shape matters when light meets atom

Mapping the interaction of a single atom with a single photon may inform design of quantum devices

Have you ever wondered how you see the world? Vision is about photons of light, which are packets of energy, interacting with the atoms or molecules in what...

Im Focus: Novel silicon etching technique crafts 3-D gradient refractive index micro-optics

A multi-institutional research collaboration has created a novel approach for fabricating three-dimensional micro-optics through the shape-defined formation of porous silicon (PSi), with broad impacts in integrated optoelectronics, imaging, and photovoltaics.

Working with colleagues at Stanford and The Dow Chemical Company, researchers at the University of Illinois at Urbana-Champaign fabricated 3-D birefringent...

Im Focus: Quantum Particles Form Droplets

In experiments with magnetic atoms conducted at extremely low temperatures, scientists have demonstrated a unique phase of matter: The atoms form a new type of quantum liquid or quantum droplet state. These so called quantum droplets may preserve their form in absence of external confinement because of quantum effects. The joint team of experimental physicists from Innsbruck and theoretical physicists from Hannover report on their findings in the journal Physical Review X.

“Our Quantum droplets are in the gas phase but they still drop like a rock,” explains experimental physicist Francesca Ferlaino when talking about the...

Im Focus: MADMAX: Max Planck Institute for Physics takes up axion research

The Max Planck Institute for Physics (MPP) is opening up a new research field. A workshop from November 21 - 22, 2016 will mark the start of activities for an innovative axion experiment. Axions are still only purely hypothetical particles. Their detection could solve two fundamental problems in particle physics: What dark matter consists of and why it has not yet been possible to directly observe a CP violation for the strong interaction.

The “MADMAX” project is the MPP’s commitment to axion research. Axions are so far only a theoretical prediction and are difficult to detect: on the one hand,...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

ICTM Conference 2017: Production technology for turbomachine manufacturing of the future

16.11.2016 | Event News

Innovation Day Laser Technology – Laser Additive Manufacturing

01.11.2016 | Event News

#IC2S2: When Social Science meets Computer Science - GESIS will host the IC2S2 conference 2017

14.10.2016 | Event News

 
Latest News

Closing the carbon loop

08.12.2016 | Life Sciences

Applicability of dynamic facilitation theory to binary hard disk systems

08.12.2016 | Physics and Astronomy

Scientists track chemical and structural evolution of catalytic nanoparticles in 3-D

08.12.2016 | Materials Sciences

VideoLinks
B2B-VideoLinks
More VideoLinks >>>