Buying behavior can be swayed by cultural mindset
There are some combinations that just go well together: Milk and cookies, eggs and bacon, pancakes and maple syrup. But new research reveals that people with individualistic mindsets differ from their collectivist counterparts in ascribing value to those perfect combinations.
The collection of new studies, published in Psychological Science, a journal of the Association for Psychological Science, demonstrate that people with collectivist mindsets tend to value the relationships between items more than the particular items themselves. People with individualistic mindsets, ...