Consumer culture and purchase behaviors : analyses of anticipated regret, variety-seeking and quality-consciousness in Germany and Iran

This study validates a newly-developed scale of consumer culture at individual-level in purchase-consumption context. Following unipolar approach in measurement, the applicable-reliable scale for consumer culture analyzes plausible effects of the seven cultural dimensions on three selected consumer-behaviors; anticipated regret, and two further purchase behaviors of variety-seeking and Quality-consciousness, comparing both Hedonic and Utilitarian aspect of consumer decisions. The interaction among the three behavioral variables are also studied. Feeling the necessity of cultural investigations in rather-unknown countries, Iran and Germany are focused.Iran is among the culturally undiscovered markets with an ever increasing demand; also German consumers have several unknown aspects in their purchase behaviors. Finally, the role of contextual elements nationality, demographic profile and task in consumer purchase behaviors are separately analyzed.