⭐⭐Chen et al

Question 1

Possible Questions

Question 2

Year

Answer 2

2005

Question 3

Aim

Answer 3

Investigate the role of long-term orientation on an individual’s buying habits

Question 4

Sample

Answer 4

149 bicultural participants from Singaporean university

Question 5

Procedure

Answer 5

Study conducted online, participants randomly allocated to conditions

• Primed to make either American or Singaporean identity more salient
• Showed collage of 12 photos representing the culture
• Told to write down as many items as they could remember
• Given online shopping scenario: buying a novel
• Told that standard shipping was 2.99 Singaporean dollars
• Asked how much they were willing to pay for 1 day shipping
• Final task, asked to name first 3 politicians that came to mind

Question 6

Results and Conclusion

Answer 6

• Western culture made more salient, placed a higher value on immediate consumption than those whose Eastern culture made more salient

Shows that short term orientation cultural values played a role in consumerist decision making

Question 7

Evaluation

Answer 7

Ecological Validity
- study is naturalistic, in real life setting
- task reflects real life task

Reliability
- highly standardized
- can be replicated to establish reliability

Internal Validity
- Study took place in Singapore - cofounding variable
- Since done online, difficult to control variables (others helping, distractors)

Final task allowed researchers to determine if priming had been effective, which made it more likely for it to affect their decisions