HEMPSTEAD, N.Y., Oct. 18 (UPI) — People may disagree about what constitutes physical beauty but worldwide, across all cultures, we all favor it, U.S. researchers find.
Anil Mathur of Hofstra University in New York and colleagues there and at City University of New York say companies cannot build brand equity if they lack regional knowledge and an understanding of consumer characteristics and preferences across cultures.
“Given that modern consumer research and theory building have been largely conducted in the West, a recurring concern is the need to verify if the same theories and findings are applicable to other non-Western cultures,” the researchers say in a statement.
The study, published in the Journal Global Business Advancement, tested a physical vanity scale in China, India and the United States and established it could be used in diverse countries.
“Physical vanity relates to a person’s, often excessive, concern for physical appearance and/or positive view of appearance,” Mathur says in a statement. “The study presented in the paper attempted to examine whether a scale developed in the West to measure physical vanity could also be used as a consumer measure in non-Western cultures. The results from a series of confirmatory factor analyses indicate that the physical vanity scale is indeed applicable to culturally diverse countries.”
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