Power Distance Belief and Impulsive Buying

Journal of Marketing Research, Vol. 47, No. 5, pp. 945-954, 2010

11 Pages Posted: 6 Feb 2012

See all articles by Yinlong Zhang

Yinlong Zhang

University of Texas at San Antonio

Karen Page Winterich

Pennsylvania State University - Mary Jean and Frank P. Smeal College of Business Administration

Vikas Mittal

Rice University

Date Written: February 3, 2012

Abstract

The authors propose that power distance belief (PDB) (i.e., accepting and expecting power disparity) influences impulsive buying beyond other related cultural dimensions, such as individualism – collectivism. This research supports an associative account that links PDB and impulsive buying as a manifestation of self-control, such that those with high PDB display less impulsive buying. Furthermore, this effect manifests for vice products but not for virtue products. The authors also find that restraint from temptations can occur automatically for people who have repeated practice (i.e., chronically high PDBs). Taken together, these results imply that products should be differentially positioned as vice or virtue products in accordance with consumers’ PDBs.

Keywords: cultural orientation, impulsive buying, power distance belief

Suggested Citation

Zhang, Yinlong and Winterich, Karen Page and Mittal, Vikas, Power Distance Belief and Impulsive Buying (February 3, 2012). Journal of Marketing Research, Vol. 47, No. 5, pp. 945-954, 2010, Available at SSRN: https://ssrn.com/abstract=1998796

Yinlong Zhang

University of Texas at San Antonio ( email )

One UTSA Circle
San Antonio, TX 78249
United States

Karen Page Winterich (Contact Author)

Pennsylvania State University - Mary Jean and Frank P. Smeal College of Business Administration ( email )

University Park, PA 16802
United States

Vikas Mittal

Rice University ( email )

6100 South Main Street
250 McNair
Houston, TX 77005-1892
United States

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