Sweet Spot
Comparative Relativism on Filipino and South Korean Consumer Cultural Fit Dimensions
In: Asian Journal of Social ScienceSearch for other papers by Dave Centeno in
Current site
Google Scholar
Abstract
This paper explores the shared cultural dimensions between Filipinos and Koreans through cross-cultural comparison. Filipinos identified and assessed potential cultural similarities and differences with Koreans and vice versa. A survey was designed and was used to dimensionalise cultural fit in terms of general values and practices integrated in their consumption behaviours. The study involved Filipinos who have substantial exposure and experience with Korea and Koreans who are living in the Philippines. Using a proposed constructed framework on comparative relativism or the idea of “comparisons of comparisons,” findings suggest that power distance and family orientation dimensions are shared by both cultures. In addition, the two cultures share consumer values and practices, such as emotional consumption, reference to social influences, and epistemic consumption (adherence to functionality). Implications are positioned on the practical and policy-oriented contextual motivations as well as potential alternatives and updates on existing cultural dimensions and intelligence models through the paradigm of comparative relativism.
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| Abstract Views | 1747 | 452 | 43 |
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Sweet Spot
Comparative Relativism on Filipino and South Korean Consumer Cultural Fit Dimensions
In: Asian Journal of Social ScienceSearch for other papers by Dave Centeno in
Current site
Google Scholar
PubMed
Abstract
This paper explores the shared cultural dimensions between Filipinos and Koreans through cross-cultural comparison. Filipinos identified and assessed potential cultural similarities and differences with Koreans and vice versa. A survey was designed and was used to dimensionalise cultural fit in terms of general values and practices integrated in their consumption behaviours. The study involved Filipinos who have substantial exposure and experience with Korea and Koreans who are living in the Philippines. Using a proposed constructed framework on comparative relativism or the idea of “comparisons of comparisons,” findings suggest that power distance and family orientation dimensions are shared by both cultures. In addition, the two cultures share consumer values and practices, such as emotional consumption, reference to social influences, and epistemic consumption (adherence to functionality). Implications are positioned on the practical and policy-oriented contextual motivations as well as potential alternatives and updates on existing cultural dimensions and intelligence models through the paradigm of comparative relativism.
| All Time | Past 365 days | Past 30 Days | |
|---|---|---|---|
| Abstract Views | 1747 | 452 | 43 |
| Full Text Views | 64 | 4 | 2 |
| PDF Views & Downloads | 67 | 10 | 4 |
