期刊名称：International Journal of Management and Economics
电子版ISSN：2299-9701
出版年度：2017
卷号：53
期号：3
页码：67-81
DOI：10.1515/ijme-2017-0019
语种：English
出版社：Walter de Gruyter GmbH
摘要：This empirical study analyzes the cultural basis of the United States market response to imported Spanish products that seem to violate strongly-held cultural taboos. Survey responses were obtained from students in two contrasting majors, Art and Business, in two distinct cities and universities, i.e. Little Rock at the University of Arkansas, and Dominguez Hills at California State University. The study focused on a baby doll marketed to piggy-back on the new movement towards breastfeeding babies. Although accepted in its original European market, the United States media reports strong moral objections to this product among U. S. citizens. The toy was overwhelmingly rejected in some, but not all, population sub-groups. This study attempts to discern the cultural basis for product rejection by comparing responses between regions, college majors, genders and gender/major combinations. Differences in acceptance between groups are correlated with specific cultural constructs.
关键词：culture-based ; import rejection ; taboo ; taboo-infringing ; international marketing ; Spain ; USA ; culture dimensions ; gender ; International Journal of Globalization and Small Business ; F18 ; F19 ; M30 ; M31 ; M39 ; Y9 ; Z10 ; Z13 ; Z19
