An Empirical Comparison of Individualistic and Collectivistic Cultures
This paper seeks to examine cross cultural differences in the ways people regulate their mood states with special emphasis put on the role of consumption. This issue is virtually unexplored in the extant literature. After briefly introducing the essence of mood regulation and culture we integrate these discussions in order to produce six research hypothesis for testing. These hypothesis concern the differences in the nature, perceived ease of initiating, and emotional outcomes of mood regulatory activities. The empirical evidence suggests that mood regulatory activities are less consumption oriented, have more socially based emotional consequences, and are more easily pursued and are more effective in collectivistic as opposed to individualistic cultures. The paper concludes by outlining the theoretical and managerial implications of the results and spelling out a few research suggestions.
Journal of International Consumer Marketing, 2004, Vol 16, Issue 4, p. 39-62