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Self-Reports in Consumer Research: The Challenge of Comparing Cohorts and Cultures

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  • Schwarz, Norbert

Abstract

Self-reports are a key source of information in consumer research. Unfortunately, self-reports are highly context dependent, and this problem is compounded when comparisons across cohorts or cultures are of interest. Age-related changes in cognitive functioning and cultural differences in cognition and communication influence the response process, resulting in differential context effects that may reverse the ordinal placement of cohorts or cultures on the measure of interest. Any observed difference between age groups or cultures may therefore reflect a meaningful difference in attitudes or behaviors, a difference in the response process, or an unknown mix of both. Copyright 2003 by the University of Chicago.

Suggested Citation

  • Schwarz, Norbert, 2003. "Self-Reports in Consumer Research: The Challenge of Comparing Cohorts and Cultures," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 588-594, March.
    • Handle: RePEc:oup:jconrs:v:29:y:2003:i:4:p:588-94
    DOI: 10.1086/346253
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    Cited by:

    1. Hino, Hayiel, 2023. "More than just empathy: The influence of moral emotions on boycott participation regarding products sourced from politically contentious regions," International Business Review, Elsevier, vol. 32(1).
    2. Daniel McFadden & Albert Bemmaor & Francis Caro & Jeff Dominitz & Byung-Hill Jun & Arthur Lewbel & Rosa Matzkin & Francesca Molinari & Norbert Schwarz & Robert Willis & Joachim Winter, 2005. "Statistical Analysis of Choice Experiments and Surveys," Marketing Letters, Springer, vol. 16(3), pages 183-196, December.
    3. Andrew M. Baker & George P. Moschis & Fon Sim Ong & Ra-Pee Pattanapanyasat, 2013. "Materialism and Life Satisfaction: The Role of Stress and Religiosity," Journal of Consumer Affairs, Wiley Blackwell, vol. 47(3), pages 548-563, November.
    4. Diersch Nadine & Walther Eva, 2016. "The Impact of Question Format, Context, and Content on Survey Answers in Early and Late Adolescence," Journal of Official Statistics, Sciendo, vol. 32(2), pages 307-328, June.
    5. Pat Auger & Timothy Devinney, 2007. "Do What Consumers Say Matter? The Misalignment of Preferences with Unconstrained Ethical Intentions," Journal of Business Ethics, Springer, vol. 76(4), pages 361-383, December.
    6. Leo Dewri & Md. Islam & Netai Saha, 2016. "Behavioral Analysis of Credit Card Users in a Developing Country: A Case of Bangladesh," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(4), pages 299-299, March.
    7. Sudbury-Riley, Lynn & Kohlbacher, Florian, 2016. "Ethically minded consumer behavior: Scale review, development, and validation," Journal of Business Research, Elsevier, vol. 69(8), pages 2697-2710.
    8. Hector Gonzalez-Jimenez, 2017. "The self-concept life cycle and brand perceptions: An interdisciplinary perspective," AMS Review, Springer;Academy of Marketing Science, vol. 7(1), pages 67-84, June.

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