Association of Marketing Theory and Practice Proceedings 2011


A Framework for Cross-Cultural Consumer Research

Document Type

Conference Proceeding

Conference Track

Cross-Cultural Marketing and Entrepreneurship/ Small Business Marketing

Publication Date



A conceptual background of cross-cultural consumer research was investigated based on McCracken’s culture and consumption theory and Hofstede’s national culture theory. Two theories are compared and then an integrated framework is proposed for cross-cultural consumer research. This framework suggests that Hofstede’s cultural dimensions can be used to classify different cultural groups for macro level analysis and McCracken’s cultural categories, principles, and movement of meaning can be applied to explain individuals’ consumption behaviour for micro level analysis.

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Digital Commons@Georgia Southern License

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