French versus American Consumers’ Attachment of Value to a Product in a Common Consumption Context: A Cross-National Comparison

Abstract

This article investigates the influence of French and American national culture on consumer perceptions of product-related value. Employing means-end theory, hypotheses are developed to predict how French versus American national culture influences the content and structure of consumer value hierarchies. Hypotheses are tested using data from in-depth laddering interviews with a matched sample of French and American consumers. The findings support the contention that differences exist in the meaning and relative importance of consumer value hierarchy dimensions across the two national cultures. Furthermore, the analysis suggests that consumption consequences are especially culturally sensitive.