Date of Award
Dana L. Harrison
Thesis Professor Department
Management and Marketing
Umit Saglam, Daniel Hedden
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.
East Tennessee State University
Honors Thesis - Open Access
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.
Enkh-Amgalan, Rentsenkhand, "The Indulgence and Restraint Cultural Dimension: A Cross-Cultural Study of Mongolia and the United States" (2016). Undergraduate Honors Theses. Paper 329. https://dc.etsu.edu/honors/329
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