Chen et al (2005)

Uses: social identity theory, cultural dimension, Confucian dynamism

Aim: To investigate the role of Confucian work dynamism (long-term orientation) on an individual's buying habits.

Procedure:

• 149 bi-cultural participants from a Singaporean university. Conducted online, randomly assigned to conditions.

• They were primed in order to make either their Singaporean or their American identity more salient. Done by showing them a collage of 12 photos that resemble their culture. It ranges from famous buildings to flags.

• After looking at the photo collage they were asked to recall the items.

• After the priming task, they were given a shopping scenario to buy a novel online. They were told the standard delivery was 2.99 Singaporean currency, they were told it will take 5 business days to deliver.

• They can pay extra to get the book in 1 day.

• At last, they were asked to list the first 3 politicians that come to mind.

Result:

• The western cultural value group placed a higher value on immediate consumption than the people in the eastern cultural value group.

• Participants listed politicians that are relevant to the culture they were salient with. Priming had remained throughout the study.

Conclusion:

Confucian Work Dynamism played a role in their online shopping behavior.