个体主义集体主义文化价值理论的细化和发展——以广告研究为例  

Refinement and Development of the Individualism and Collectivism Cultural Values:Taking Advertisement Research as an Example

作　　者：曹硕[1] 王慧莉[1] 

机构地区：[1]大连理工大学外国语学院,辽宁大连116024

出　　处：《湖北工程学院学报》2012年第6期72-77,共6页Journal of Hubei Engineering University

基　　金：中央高校基本科研业务费专项资助(DUT12RW402)

摘　　要：个体主义集体主义二元文化价值理论已经发展成为垂直性和平行性的个体主义和集体主义的四维体系。本文梳理了该理论的发展,并以广告研究为例,在新的理论框架下,讨论如何预测多种消费行为和消费满意。研究结果表明垂直性和平行性的细分有助于更好地理解个体主义/集体主义理论解释下的已知现象。虽然在起动方法上存在挑战,以等级和地位为动机的文化模式研究在未来势必会成为新的研究热点,丰富跨文化理论的研究内容。The individualism and collectivism dichotomy has developed into a four dimension theory which is characterized by vertical and horizontal features. The paper summarizes how the theory has evolved into what it is today, and, with advertisement research as an example, discusses how to predict various consumption behaviors and consumer satisfaction within the framework of new theory. The paper provides support for the fact that the subdivision of vertical and horizontal system may help us better understand the known phenomena observed within the framework of the traditional dichotomy. Regardless of the challenges in priming methods, the study of cultural model motivated by hierarchy and status will become a new research focus and enrich the cross--cultural theories.

关 键 词：个体主义 集体主义 垂直性 平行性 广告研究 

分 类 号：G112[文化科学]