Consumer Expectations and Culture: The Effect of Belief in Karma in India

Journal of Consumer Research, Vol. 37, No. 2, pp. 251-63, 2010

Tuck School of Business Working Paper No. 2012-104

14 Pages Posted: 17 Nov 2011

See all articles by Praveen K. Kopalle

Praveen K. Kopalle

Dartmouth College - Tuck School of Business

Donald R. Lehmann

Columbia Business School - Marketing

John U. Farley

Independent

Date Written: August 2010

Abstract

In the customer expectations arena, relatively little attention has been paid to the impact on expectations of variation in cultural variables unique to a country. Here the authors focus on one country, India, and a major cultural influence there - the extent of belief in karma. Prior research in the United States suggests that disconfirmation sensitivity lowers expectations. Here the authors examine whether belief in karma and, consequently, having a long-term orientation, counteracts the tendency to lower expectations in two studies that measure and prime respondents' belief in karma. The extent of belief in karma, operating largely through its impact on long-run orientation, does moderate (decrease) the effect of disconfirmation sensitivity on expectations. It is important to tailor advertising messages by matching them with customer expectations and their cultural determinants.

Suggested Citation

Kopalle, Praveen K. and Lehmann, Donald R. and Farley, John U., Consumer Expectations and Culture: The Effect of Belief in Karma in India (August 2010). Journal of Consumer Research, Vol. 37, No. 2, pp. 251-63, 2010, Tuck School of Business Working Paper No. 2012-104, Available at SSRN: https://ssrn.com/abstract=1960348

Praveen K. Kopalle

Dartmouth College - Tuck School of Business ( email )

100 Tuck Hall
Hanover, NH 03755
United States
603-646-3612 (Phone)
603-646-1308 (Fax)

Donald R. Lehmann (Contact Author)

Columbia Business School - Marketing ( email )

New York, NY 10027
United States

John U. Farley

Independent ( email )

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