The role of consumer decision style on the relationship between high context culture, low context culture and status signal

Abstract

Consumers are willing to purchase on luxury products and brands; consequently, consumers tend to desire high-status products in an effort to demonstrate their preferred status to others. Base on different culture influence, individual differently made decision on status signal of buying behavior. The objectives of this paper are; 1) to examine the influence of culture toward consumer status of signal buying behavior; 2) to examine the moderating effect of three dimensions of consumer decision style (e.g. perfectionist, brand conscious and price conscious style) on the relationship between culture and status signal buying behavior; 3) to propose research propositions. This paper investigates whether consumer in high context culture is more likely increasing on buying behavior of status signal luxury product than consumer in low context culture. Furthermore, consumer decision style of brand conscious styles are more likely increasing on buying behavior of status signal luxury product while price conscious and perfectionist style is less likely buying behavior of status signal luxury product in high context culture. In additional, consumer decision style of brand conscious styles are more likely increasing on buying behavior of status signal luxury product while price conscious and perfectionist style is less likely buying behavior of status signal luxury product in low context culture. In final section of this paper, the theoretical and managerial implication are presented and the suggestions of further study are provided.