A Cross-National Observation of Counter-Cultural Consumer Behaviour

Kurzfassung/Abstract

The present research examines the occurrence of counter-cultural consumer behaviour in an experiential consumption context. We define this behaviour as product or service usage that varies across cultures, contradiction - rather than conforming to - the prevailing values in these cultures. Drawing on Hofstede´s cultural concept, we develop hypotheses on the relationship between two cultural value dimensions - individualism and indulgence - and counter-cultural behaviour in an experiential consumption context. An observational study with 3.710 customers of Starbucks in ten countries supports consumption patterns that oppose cultural value orientation. Specifically, the results of multilevel linear modelling show that individualism increases joint consumption, and indulgence decreases extensive consumption. We discuss these findings, provide recommendations on how a global experiential service provider such as Starbucks can leverage the observed counter-cultural consumer behaviour, and conclude with limitations and guidelines for future research.