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AuthorZourrig, Haithem
AuthorZhang, Mengxia
AuthorEl Hedhli, Kamel
AuthorBecheur, Imene
Available date2023-04-30T08:08:15Z
Publication Date2021-01-01
Publication NameJournal of Consumer Marketing
Identifierhttp://dx.doi.org/10.1108/JCM-09-2020-4150
CitationZourrig, H., Zhang, M., Hedhli, K., Becheur, I. (2021). The influence of culture on consumer perceptions of deceptiveness. Journal of Consumer Marketing.
ISSN07363761
URIhttps://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85108177491&origin=inward
URIhttp://hdl.handle.net/10576/42151
AbstractPurpose: This study aims to apply McCornack’s (1992) information manipulation theory to the context of fraud and investigates the effects of culture on perceived deceptiveness. Design/methodology/approach: In total, 400 Chinese consumers and an equal-size sample of Canadian consumers were recruited to fill an online survey. The survey integrates four scenarios of insurance fraud and measures of perceived deceptiveness, cultural tightness and horizontal-vertical idiocentrism allocentrism, in addition to some control variables. Findings: Results show that at the societal level of culture, perceived deceptiveness is higher in individualistic than in collectivistic cultures. When accounting for the level of situational constraint, cultural tightness was found to magnify the perceived deceptiveness. At the individual level of culture, vertical-allocentrism and vertical-idiocentrism were found to weigh against the perception of deceptiveness. Originality/value: Understanding cultural differences in perceived deceptiveness is helpful to spot sources of consumers’ vulnerability to fraud tolerance among a culturally diverse public.
Languageen
SubjectAllocentrism/idiocentrism
Collectivism/individualism
Cultural tightness
Fraud
Perceived deceptiveness
TitleThe influence of culture on consumer perceptions of deceptiveness
TypeArticle
Issue Number5
Volume Number38
dc.accessType Abstract Only


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