Chen et al

Question 1

Aim

Answer 1

To investigate if an individuals confucian work dyanism would impact their buying habbits

Question 2

Participants

Answer 2

149 Singaporean university students

Question 3

Procedure

Answer 3

• Before the study had began, the social identity of the participants were primed via a memory task
• Afterwards, the participants went through an online shopping scenario for a novel, they were told it would take 5 business days for the novel to arrive with the shipping price of 2.99 Singaporean dollars
• But were then asked how much they were willing to pay to get the delivery the next day
• Finally, they were asked to list the first 3 presidents that came to their head

Question 4

Results

Answer 4

• The participants whos western values were more prominent via the priming were willing to pay more for the participants whos Eastern values were made more prominent by the priming
• It appears that the Confucian work dynamism of an individual impacts their online shopping behaviour