Numerous scales that use cultural segmentation are commonly used and applied to the marketing context. Hall’s theory of Low and High context cultures is the most relevant for marketing as it focuses on commutation style and contextual thinking. Some scholars offered partial measures to his ideas, mainly basing their scales on students’ samples, not examining various countries, not translating the questionnaires into the native’s language, or taking a Western point of view in phrasing the items. This paper aims to develop a reliable and valid scale that can capture Hall’s theory when dealing with other’s scale limitations. In four studies (n= 1285) we gain empirical support for Hall’s communication and contextual dimensions. Study 1 aims at identifying the most relevant items to distinguish between two populations (American and Chinese) respectively deemed to be LC and HC; study 2 aims at checking the predictive validity of the scale with a test with samples from both populations; Study 3 extends the predictive validity test to three populations adding an Israeli sample; study 4 examines the preferences of individuals from both countries for ads for watch and fridge with a social claim. The scale was reliable and valid as it predicted group affiliation to Chinses, Israelis, and Americans. We gain additional support of its validity, as it succeeds in predicting preference for products presented in ads highlighting a social claim. The scale may help in designing efficient marketing strategies. We hope this scale will promote further research in the international marketing field.

Cross-Cultural Market Segmentation Scale Towards a High- and Low-Context Culture Scale

Tiziano VESCOVI;
2021-01-01

Abstract

Numerous scales that use cultural segmentation are commonly used and applied to the marketing context. Hall’s theory of Low and High context cultures is the most relevant for marketing as it focuses on commutation style and contextual thinking. Some scholars offered partial measures to his ideas, mainly basing their scales on students’ samples, not examining various countries, not translating the questionnaires into the native’s language, or taking a Western point of view in phrasing the items. This paper aims to develop a reliable and valid scale that can capture Hall’s theory when dealing with other’s scale limitations. In four studies (n= 1285) we gain empirical support for Hall’s communication and contextual dimensions. Study 1 aims at identifying the most relevant items to distinguish between two populations (American and Chinese) respectively deemed to be LC and HC; study 2 aims at checking the predictive validity of the scale with a test with samples from both populations; Study 3 extends the predictive validity test to three populations adding an Israeli sample; study 4 examines the preferences of individuals from both countries for ads for watch and fridge with a social claim. The scale was reliable and valid as it predicted group affiliation to Chinses, Israelis, and Americans. We gain additional support of its validity, as it succeeds in predicting preference for products presented in ads highlighting a social claim. The scale may help in designing efficient marketing strategies. We hope this scale will promote further research in the international marketing field.
2021
Contemporary Business Concepts and Strategies in the new Era
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10278/3745367
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