Cross-Cultural Examination of the Fishbein Behavioral Intentions Model

Abstract

Most of the principal theories associated with consumer behavior have been developed and tested in the United States. A question that has been posed by some consumer researchers concerns the applicability of these theories outside of the United States. The study reported in this paper is a cross-cultural examination of the applicability of the Fishbein behavioral intentions model in Korea and the United States. Korea can be characterized as a collectivist culture that is different from the individualist culture dominant in the United States. The findings of the study suggest that the Fishbein model can be employed to explain consumers' behavioral intentions formation in a Confucian culture, as well as in the United States.