湖北工程学院学报2012，Vol.32Issue(6)：72-77,6.
个体主义集体主义文化价值理论的细化和发展——以广告研究为例
Refinement and Development of the Individualism and Collectivism Cultural Values: Taking Advertisement Research as an Example
摘要
Abstract
The individualism and collectivism dichotomy has developed into a four dimension theory which is characterized by vertical and horizontal features. The paper summarizes how the theory has evolved into what it is today, and, with advertisement research as an example, discusses how to predict various consumption behaviors and consumer satisfaction within the framework of new theory. The paper provides support for the fact that the subdivision of vertical and horizontal system may help us better understand the known phenomena observed within the framework of the traditional dichotomy. Regardless of the challenges in priming methods, the study of cultural model motivated by hierarchy and status will become a new research focus and enrich the cross--cultural theories.关键词
个体主义/集体主义/垂直性/平行性/广告研究Key words
individualism/collectivism/vertical/horizontal/advertisement research分类
社会科学引用本文复制引用
曹硕,王慧莉..个体主义集体主义文化价值理论的细化和发展——以广告研究为例[J].湖北工程学院学报,2012,32(6):72-77,6.基金项目
基金项目：中央高校基本科研业务费专项资助 （）
