The Consequences of Cross Cultural Differences on Consumers’ Awareness to Product Multiplicity: A Theoretical Discussion

Cultural variety in perception to diversity addresses a marketing instrument for which substantial cultural disparity to be expected. Consumers ’ perceptions of variety differ from the actual variety provided by a manufacturer or trader. Literature indicates that consumers ’ benefits and cost of perceive variety differ methodically across cultures. Self-sufficient consumers in idiosyncratic cultures place a quality on choice, on variety seeking and on personal sovereignty. Current cultural theory suggests that they also stumble upon greater cognitive and touching costs than individuals in collectivistic cultures when eventually choosing. The objective of this paper is to point out specific implications. First, theories on variety awareness and variety seeking are discussed in order to highlight consumers ’ benefits of variety. Second, theories of behavioral decision-making are reflected and consumers ’ costs of variety are illuminated. Third, theories and results of cultural psychology are reviewed with regard to fundamental psychological processes about consumers ’ reaction to variety