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Consumer Expectations and Culture: The Effect of Belief in Karma in India

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  • Praveen K. Kopalle
  • Donald R. Lehmann
  • John U. Farley

Abstract

In the customer expectations arena, relatively little attention has been paid to the impact on expectations of variation in cultural variables unique to a country. Here we focus on one country, India, and a major cultural influence there-the extent of belief in karma. Prior research in the United States suggests that disconfirmation sensitivity lowers expectations. Here we examine whether belief in karma and, consequently, having a long-term orientation, counteracts the tendency to lower expectations in two studies that measure and prime respondents' belief in karma. Results show that the extent of belief in karma, operating largely through its impact on long-run orientation, does moderate (decrease) the effect of disconfirmation sensitivity on expectations. These findings suggest that it is important to tailor advertising messages by matching them with customer expectations and their cultural determinants. (c) 2010 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Praveen K. Kopalle & Donald R. Lehmann & John U. Farley, 2010. "Consumer Expectations and Culture: The Effect of Belief in Karma in India," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(2), pages 251-263, August.
    • Handle: RePEc:oup:jconrs:v:37:y:2010:i:2:p:251-263
    DOI: 10.1086/651939
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    Cited by:

    1. Karishma Kavita Devi & Gurmeet Singh & Rafia Naz & Kim-Shyan Fam, 2015. "Cross-Cultural Food Consumption Behavior of Consumers in Fiji," International Journal of Business and Economics, School of Management Development, Feng Chia University, Taichung, Taiwan, vol. 14(1), pages 105-126, June.
    2. Stanford A Westjohn & Peter Magnusson & Yi Peng & Hyeyoon Jung, 2021. "Acting on anger: Cultural value moderators of the effects of consumer animosity," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 52(8), pages 1591-1615, October.
    3. Sangkil Moon & Barry Bayus & Youjae Yi & Junhee Kim, 2015. "Local consumers’ reception of imported and domestic movies in the Korean movie market," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 39(1), pages 99-121, February.
    4. Chong Guan & Yu-Chen Hung & Wenting Liu, 2022. "Cultural differences in hospitality service evaluations: mining insights of user generated content," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1061-1081, September.
    5. Jin, Fei & Zhu, Huawei & Tu, Ping, 2020. "How recipient group membership affects the effect of power states on prosocial behaviors," Journal of Business Research, Elsevier, vol. 108(C), pages 307-315.
    6. Mo, Tingting & Cho, Yoon-Na & Wong, Nancy, 2022. "“I must have done something good”: Justifying luxury consumption with karmic beliefs," Journal of Business Research, Elsevier, vol. 144(C), pages 193-200.
    7. Yoshikawa, Katsuhhiko & Wu, Chia-Huei & Lee, Hyun-Jung, 2020. "Generalized exchange orientation: conceptualization and scale development," LSE Research Online Documents on Economics 101478, London School of Economics and Political Science, LSE Library.
    8. Wong, IpKin Anthony & Dioko, Leonardo (Don) A.N., 2013. "Understanding the mediated moderating role of customer expectations in the customer satisfaction model: The case of casinos," Tourism Management, Elsevier, vol. 36(C), pages 188-199.
    9. Sourav Bikash Borah & Srinivas Prakhya & Amalesh Sharma, 2020. "Leveraging service recovery strategies to reduce customer churn in an emerging market," Journal of the Academy of Marketing Science, Springer, vol. 48(5), pages 848-868, September.
    10. Sudipta Mukherjee, 2022. "Consumer altruism and risk taking: why do altruistic consumers take more risks?," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(4), pages 781-803, December.
    11. Abosede Ijabadeniyi & Jeevarathnam Parthasarathy Govender & Dayaneethie Veerasamy, 2017. "Cultural Diversity and its Influence on the Attitudes of Africans and Indians toward Marketing Communication: A South African Perspective," Journal of Economics and Behavioral Studies, AMH International, vol. 8(6), pages 28-39.
    12. Sandra Awanis & Bodo B Schlegelmilch & Charles Chi Cui, 2017. "Asia’s materialists: Reconciling collectivism and materialism," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 48(8), pages 964-991, October.

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