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A Cross-National Investigation into the Individual and National Cultural Antecedents of Consumer Innovativeness

Jan-Benedict E. M. Steenkamp, Frenkel ter Hofstede and Michel Wedel
Journal of Marketing
Vol. 63, No. 2 (Apr., 1999), pp. 55-69
DOI: 10.2307/1251945
Stable URL: http://www.jstor.org/stable/1251945
Page Count: 15
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A Cross-National Investigation into the Individual and National Cultural Antecedents of Consumer Innovativeness
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Abstract

The authors examine antecedents of consumer innovativeness in a cross-national context. They propose a framework that distinguishes individual difference variables and national cultural variables. Two types of individual difference variables are considered: personal values and consumer-context-specific dispositions. The authors develop hypotheses pertaining to the main effects of the variables and their interactions and test them on data collected from 3283 consumers in 11 countries of the European Union. The empirical results are broadly supportive of the hypotheses. The cross-national data used in this study provide a strong test of the generalizability of the findings.

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