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The Difference between Chinese and Korean Consumers’ Choice Strategies

SONG LEI (Sogang University)

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Previous analyses of consumers’ choice strategies focus mainly on consumers’ choice decisions when confronting different attributes or situations. Some researchers referred to the different choice methods adopted by consumers such as lexicographic method and so on. However, comparisons between different cultures in choice strategies are interesting to research in and have not been referred too much. This paper presents the comparison between two East-Asian cultures in term of choice making methods when consumers meet with different choice situations. The article will also talk about how different cultures or economic situations influence consumers’ choice strategy and how can companies utilize the results to make suitable changes to conform them.
Previous analyses of consumers’ choice strategies focus mainly on consumers’ choice decisions when confronting different attributes or situations. Some researchers referred to the different choice methods adopted by consumers such as lexicographic method and so on. However, comparisons between different cultures in choice strategies are interesting to research in and have not been referred too much. This paper presents the comparison between two East-Asian cultures in term of choice making methods when consumers meet with different choice situations. The article will also talk about how different cultures or economic situations influence consumers’ choice strategy and how can companies utilize the results to make suitable changes to conform them.