Sociocultural - Chen et al (2005)

Question 1

Confucian work dynamism

Answer 1

: long-term orientation: persistence, saving money, future is more important
than now. USA is opposite; Short-term orientation: values are rooted in the present

Question 2

Decision-making

Answer 2

the process of making choices by identifying a decision, gathering information, and
assessing alternative solutions

Question 3

Cultural dimension

Answer 3

the trends of behavior in a given culture which reflect the values of that culture

Question 4

Aim

Answer 4

: Investigate the role of Confucian work dynamism on an individual’s buying habits

Question 5

Procedure

Answer 5

Sample of bi-cultural participants from a Singaporean university
- Participants were primed to either their Singaporean or their American identity- done by
showing them a collage of photos embolic of their culture and telling them to remember
as many items in the photos as possible
- Then given a shopping scenario to buy a novel online. Told standard delivery costs 2.99
Singaporean dollars and it would take 5 days to receive delivery, but they could pay extra
to get the book in one day. Participants were asked how much they were willing to pay
- Asked to list three politicians that came to mind.

Question 6

Results

Answer 6

• Western cultural participants placed a higher value on immediate consumption
• Participants listed politicians that were relevant to the culture that they and been primed
  to

Question 7

Evaluation

Answer 7

• Study took place in Singapore- confounding variable- sampling bias
• Naturalistic- scenario was done online meaning it was difficult to control variables
• Highly standardized and could be replicated
• More explanatory than predictive
• This study shows that there are several applications to this theory
• Whether priming is successful or not, it is impossible to isolate culture as a variable- culture is dynamic