Assistant Professor of Marketing and Entrepreneurship Yi He

Assistant Professor of Marketing and Entrepreneurship Yi He

Global retailers need to be sensitive to consumer culture

  • June 25, 2010 5:55am

The Journal of Business Research published research by Assistant Professor of Marketing and Entrepreneurship Yi He on the international marketplace.

 The study analyzes “experimental data from China and the U.S. to test hypothesized interactions between the cultural content of the service provider's recommendation and the customer's cultural value orientation. Results indicate that the cultural congruency of provider recommendations affects evaluations. Preliminary evidence also suggests that this effect is moderated by consumption objective.”

He and her colleagues conclude, “Global retailers need to be sensitive to an individual consumer's cultural value orientation rather than seeking an easy fix by using aggregate level cultural heuristics.”

 CSUEB students, faculty and staff may read "Service recommendations and customer evaluations in the international marketplace: Cultural and situational contingencies" online.



  • © Copyright California State University, East Bay.

California State University, East Bay is the San Francisco East Bay Area's high-access public university of choice. CSUEB serves the region with campuses in Hayward and Concord, a professional development center in Oakland, and an innovative online campus. With an enrollment of more than 14,000, the University offers a nationally recognized freshman year experience, award-winning curriculum, personalized instruction, and expert faculty. Students choose from among more than 100 professionally focused fields of study for which the University confers bachelor's and master's degrees, as well as an Ed.D. in education. Named a "Best in the West" college, as well as a Best Business School, by the influential Princeton Review, Cal State East Bay is among the region's foremost producers of teachers, business professionals and entrepreneurs, public administrators, health professionals, literary and performing artists, and science and math graduates.

  • Print This Page
  • Bookmark and Share