Honors Program

Midway Honors

Date of Award

5-2016

Thesis Professor(s)

Dana L. Harrison

Thesis Professor Department

Management and Marketing

Thesis Reader(s)

Umit Saglam, Daniel Hedden

Abstract

This research focuses on one of the least studied cultural dimension, “indulgence versus restraint” (IVR) and how it affects consumer behavior, international marketing, and global business operations in the U.S. and Mongolia. This project is the first research on IVR in Mongolia since the country is rarely studied and there is no available data for this cultural dimension. Samples of undergraduate business students (as consumers) from both countries were studied through surveys. The findings support that Mongolians and Americans are different regarding the “indulgence” cultural dimension. This paper has a significant contribution to the cross-cultural literature regarding the indulgence cultural dimension and its applications in global business and marketing and advertising strategies.

Publisher

East Tennessee State University

Document Type

Honors Thesis - Open Access

Copyright

Copyright by the authors.