| 研究概要 |
平成25年度は、ブランド・リレーションシップの国際比較に関連する既存研究について、ブランド・リレーションシップ研究、および、心理学における文化差の研究のレビューを行った。以下、レビューの概要である。
When it comes to cultural differences, there are three main traditions in cultural psychology (Peng et al., 2001): norms and values (eg., collectivism / individualism), self-construals (eg., interdependence / independence), and culture and cognition (eg., holistic / analytic). According to Spencer-Rogers et al. (2010), collectivism refers to a cultural system of norms and values that emphasizes community, duty, respect for authority, and the maintenance of group harmony. Individualism places an emphasis on personal fulfillment and free choice (see Triandis, 1995). Interdependence is a culture-specific manner of defining the self that emphasizes interpersonal relations and conceptualizes the self as being inextricably linked with important in-group members(see Markus & Kitayama, 1991). Holistic and analytic thinking make up one of the most common distinctions in the literature on cognitive style. Holistic thinking involves understanding a system by sensing its large-scale patterns and reacting to them, in contrast to analytic thinking, which involves understanding a system by thinking about its parts and how they work together to produce larger-scale effects. Holism is a loose association of cognitive tendencies or lay beliefs that is more frequently found in East Asian cultures than in Western ones (Spencer-Rogers et al., 2010).
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