Mai's paper for JAPB

Mai's paper for JAPB - MEASUREMENT OF MODERN AND...

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MEASUREMENT OF MODERN AND TRADITIONAL SELF-CONCEPTS IN ASIAN TRANSITIONAL ECONOMIES Authors: Thi Tuyet Mai NGUYEN, Ph.D., Kirk SMITH, Ph.D., Johnson S. R. CAO, Ph.D. Thi Tuyet Mai NGUYEN Director, Center for Development Economics & Public Policy National Economics University 207 Giai Phong Road, Hanoi, Vietnam Tel.: (844) 36280280 (Ext. 5963) E-mail: tuyetmaisdh@neu.edu.vn; nguyenttmai@gmail.com Kirk Smith, Ph.D. Associate Dean, College of Business and Economics Boise State University 1910 University Drive Boise, ID 83725 Tel.: (208) 426-3180; Fax: (208) 426-5384 Email: ksmith@boisestate.edu Johnson S. R. Cao, Ph.D. Asia-Pacific Finance and Development Center Shanghai National Accounting Institute 200 Panlong Road, Qingpu District Shanghai, 201702, China Tel: 86-21-69768234; Fax: 86-21-69768233 Email: johnson@afdc.org.cn Affiliations: Vietnam, China Corresponding address: Correspondence should be sent to NGUYEN Thi Tuyet Mai Director, Center for Development Economics & Public Policy National Economics University, Hanoi - Vietnam E-mail: tuyetmaisdh@neu.edu.vn
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1 Abstract This paper describes the development and validation of a new consumer self-concept scale created for use in Confucian societies whose economies formerly were centrally planned but are now moving toward a free-market system. Traditional self and modern self are proposed to be the two sub-constructs of the perceptions of self. The empirical work involved with the scale development and validation, using data from both Vietnam and China are presented. Managerial implications and future research directions are also discussed in this paper. KEYWORDS. Scale development, transitional economy, traditional self, modern self, Vietnam, China
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2 INTRODUCTION In the last century, the world has witnessed one of the most interesting economic phenomena: several Asian countries, such as China and Vietnam, have been making the transition from a centrally planned economy to a market-based system. This transition has made new products and ideas from multinational companies, such as Honda, Nokia, and Coca-Cola, available to consumers who previously had relatively few choices (Shultz & Pecotich, 1994). These environmental changes, particularly the focus on self-gratification through product ownership, are potentially contrary to the traditional Confucian-based value systems existing in these countries. Asian countries such as China and Vietnam have been typically regarded as traditional and collectivist. Given the dramatic transition underway in these Asian economies, obvious conflict exists between traditional Confucian values and the message of consumerism now appearing on a daily basis (Nguyen, 2003). These changes in cultural values have influence on consumers‟ self-concept (Nguyen, Jung, Lantz, & Loeb, 2003a; Zhang & Shavitt, 2003). Thus, our study attempts to describe and measure Asian self-concepts in the current environment—a critical step in understanding consumer behavior since self-concepts have been identified as key determinants
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This note was uploaded on 11/16/2011 for the course ECON 101 taught by Professor Peter during the Spring '11 term at FH Wiener Neustadt.

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Mai's paper for JAPB - MEASUREMENT OF MODERN AND...

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