The dynamic influence of culture on variation in consumers' attachment of value to a product

Purpose Cross-cultural research based on the means-end chain (MEC) theory tends to overestimate the stability of the dominant chains of a cultural group; at the same time, it pays insufficient attention to the influence of the context on an individual's cultural anchorage. This study aims to adopt the dynamic constructivist approach to culture to show that, for the same product, differences in MEC for consumers from different cultures can be voluntarily reduced under certain conditions and to a certain extent. Design/methodology/approach The authors adopted an inter-subject experimental design: two cultures (French vs Korean) x three self-construal primings (independent vs interdependent vs control). Participants in the experimental group were randomly assigned to one of the three priming conditions. The no-priming control group made it possible to verify the effect of priming by measuring the difference in responses with respect to the two experimental groups. Findings The results highlight the effect of self-construal priming that contradicts the culture of origin. Cross-cultural independence and interdependence priming foster convergence between dominant chains of French and Korean participants by considerably reducing the cultural differences that are observed when there is no priming. It appears that a consumer's cultural anchoring can be shaped by priming a specific dimension of self-construal, which, in turn, illustrates that cultural influence is a discontinuous process. Originality/value It is the first attempt to study variation in the dominant chains of a cultural group, rather than adopting the preconceived notion of their permanence or stability in different contexts. The methodological contribution is characterized by the combination of a method to record chains and a priming method applied in different cultural environments.