This study looks at the long term/short term orientation and how impatient people are , measured by whether they are more likely to choose standard (cheaper) or express delivery (more expensive). Click on Chen’s name to find the original article.
Chen et al. (2005): Chen, H., Ng, S., & Rao, A. R. (2005). Cultural differences in consumer impatience. Journal of Marketing Research, 42(3), 291-301. DOI: 10.1509/jmkr.2005.42.3.291
Some parts f the original article are a bit challenging. There is a short summary in the Pearson’s text book on p.138:
You could also look at the studies by:
- Ayoun and Moreo (2009)
- Levine and Norenzayan (1999)
See Pearsons old spec textbook , p139.
Test your understanding:
- Describe the values of a long term time orientation culture (2)
- Describe the values of a short term time orientation culture (2)
- Give example of three long term time orientation cultures and three short term time orientation cultures ranked on a scale and showing their score out of 100 (6)
- Explain how and why the values of a long term time orientation culture affects patience and impatience. (2)
- Describe the work of Graham (1981) on the concept of time across cultures. (3)
- Explain the values of Confucian Dynamism (5)
- What is the link between Buddhism, Confucianism and long term/short term time orientation (4)
- Give examples of surface culture (behaviours) and deep culture (values) that relate to ST/LT orientation now that you have completed the readings.
IB assessment style questions
- SAQ: Describe how one cultural dimension affects one behaviour (9)
- ERQ: Examine how one or more cultural dimensions affect behaviour (22)