The marketplace is becoming gradually more connected and globalized, resulting in an even greater impact of cultural differences on consumers’ behaviour (Maheswaran & Shavitt, 2000).
An analysis of Hofstede’s cultural dimensions can provide significant insights into the reasons why distinctive behavioural patterns develop across different cultures. In particular, numerous studies have found a relation between Hofstedes’ dimensions of individualism and collectivism and impulsive buying behaviour.
As defined by Triandis (1995), collectivistic societies are those in which individuals see themselves as a significant part of one or more collectives, while individualistic societies consist of…show more content… In fact, individuals belonging to collectivistic society tend to have high degree of attention to social comparison information (ATSCI), while individualists are characterized by low ATSCI. The research conducted by Chiou (1998) demonstrated how consumers having a high degree of ATSCI pay more attention to the collective opinion when making buying decisions than low ATSCI consumers. In addition, personal attitude for high ATSCI individuals becomes irrelevant on the consumers purchase intention. As a result, other’s opinion may become the prevalent factor for purchase intention.
This situation is reflected in the theory of reasoned action by Fishbein and Ajzen (1975). The theory highlights the importance of complying with social norms in determining the individual’s behavioural intentions. In fact in some occasions, the simple presence of others can influence behaviour. As Zajonc (1965) suggests, the mere presence of others may amplify the inner behavioural disposition of an individual, and use other people’s behaviour to justify and release their inhibition about buying.
Luo (2005) researched how shopping with others influences impulsive buying. The results showed that different kinds of groups influence behaviour in difference ways. In fact, shopping with parents and family members resulted in a lower impulsive buying from individuals. This can be explained by a sense of responsibility that family members instil in individuals, reducing impulsive