Delineating Culture

Journal of Consumer Psychology, Vol. 16, No. 4, pp. 343-347, 2006

Posted: 6 Aug 2011

See all articles by Jennifer Aaker

Jennifer Aaker

Stanford University - Graduate School of Business

Date Written: 2006

Abstract

How are notions of hierarchy and equality structured cognitively, how do they link to the self concept, and how do they develop? Building on the base of work on horizontal/vertical cultural distinctions, this commentary discusses possible answers to these questions, focusing specifically on beliefs (e.g., egalitarianism versus group-based dominance) and self views (e.g., active versus passive), which may allow for a deeper examination of the horizontal-vertical dimensions. Integrating insights with those from anthropology and sociology, this commentary calls for more work on silence and time, as well as research that examines the antecedents of status and the dynamics underlying "boundary-shifting."

Keywords: delineate, culture, self concept, cultural distinctions, self view, belief, boundary shifting

JEL Classification: M30, M31

Suggested Citation

Aaker, Jennifer Lynn, Delineating Culture (2006). Journal of Consumer Psychology, Vol. 16, No. 4, pp. 343-347, 2006. Available at SSRN: https://ssrn.com/abstract=1905653

Jennifer Lynn Aaker (Contact Author)

Stanford University - Graduate School of Business ( email )

655 Knight Way
Stanford, CA 94305-5015
United States

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