What would people do with their money if they were rich? A search for Hofstede dimensions across 52 countries

The authors asked 51,529 probabilistically selected respondents in 52 countries what they would do with their money if they were rich

Michael Minkov; Pinaki Dutt; Michael Schachner; Janar Jandosova; Yerlan Khassenbekov; Oswaldo Morales; Vesselin Blagoev

2019

Scholarcy highlights

  • The authors asked 51,529 probabilistically selected respondents in 52 countries what they would do with their money if they were rich
  • The authors left out various potential consumer choices as they were deemed culturally incomparable or unacceptable in some societies
  • The study could be useful to international marketing and consumer behavior experts
  • The study contributes to the understanding of modern cultural differences across the world
  • This is the first large cross-cultural study that reveals differences in values through a novel approach: prioritizations of consumer choices. It enriches the understanding of IDV–COLL and MON–FLX, and, in particular, of the value prioritizations of the East Asian nations
  • Some of the so-called MAS–FEM values are components of MON–FLX, which is statistically unrelated to Hofstede’s MAS–FEM

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