Microcultural analysis of variation in sharing of causal reasoning about behavior

Ajay K. Sirsi, James C. Ward, Peter H. Reingen

Research output: Contribution to journalArticle

59 Citations (Scopus)

Abstract

This article explores the relation of culture to consumption by investigating individual, social, and cultural sources of variation in the sharing of causal reasoning about behavior in two microcultures. The results suggest (1) the importance of intracultural variation in the study of culture, (2) differences between experts and novices as a robust source of this variation, (3) novel insights into the relationship between expertise and sociocultural phenomena, and (4) the potential for investigating attitude structure, categorization, and attribution as products of causal reasoning originating from cultural belief systems. The study also demonstrates the synergy created by diverse research methods.

Original languageEnglish (US)
Pages (from-to)345-372
Number of pages28
JournalJournal of Consumer Research
Volume22
Issue number4
DOIs
StatePublished - Mar 1996

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cultural system
synergy
attribution
research method
expertise
expert
Causal Reasoning
Novice
Expertise
Belief Systems
Attribution
Research Methods
Synergy
Research methods
Cultural beliefs

ASJC Scopus subject areas

  • Business and International Management
  • Marketing
  • Economics and Econometrics

Cite this

Microcultural analysis of variation in sharing of causal reasoning about behavior. / Sirsi, Ajay K.; Ward, James C.; Reingen, Peter H.

In: Journal of Consumer Research, Vol. 22, No. 4, 03.1996, p. 345-372.

Research output: Contribution to journalArticle

Sirsi, Ajay K. ; Ward, James C. ; Reingen, Peter H. / Microcultural analysis of variation in sharing of causal reasoning about behavior. In: Journal of Consumer Research. 1996 ; Vol. 22, No. 4. pp. 345-372.
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