Multiple shades of culture: insights from experimental consumer research

Abstract

In the past couple of decades, research investigating the role of culture on consumer preferences and choices has gained an increased attention. Our goal in this chapter is to provide a timeline for the cross-cultural consumer research. We specifically suggest that cross-cultural consumer research has gone through three stages: (1) introduction stage during late 1990s, (2) growth stage in early 2000s, and (3) maturity stage in early 2010s. Furthermore, we discuss what lies ahead in cross-cultural consumer research