A Cross-Cultural Study of In-Store Information Search Strategies for a Christmas Gift

that may influence search behavior for a Christmas gift. A survey was recognition of all gift-giving occasions featuring more than conducted soon after the Christmas season to explore the effects of the one giver and receiver; (2) more media attention than other identified moderators on the extent of search as pertaining to a clothing annual gift occasions; (3) more marketing effort than other gift. Three dimensions of in-store search were found: general information gift-giving occasions (e.g., Mother’s Day); (4) immediate reci(e.g., displays), specific information (e.g., brand), and assistance of salesprocity is expected (p. 8). Otnes concludes that “this type clerks. Each of the three search indices was regressed on the identified of exchange could be described as the most sociologically variables. Directional hypotheses were posited linking each of the moderasignificant gift giving in modern American culture” (p. 8). tors of search to extent of search. The models faired well both in terms In today’s global economy, understanding cross-cultural of fit and in their rate of support for the hypotheses. Distinct patterns of consumption differences is an imperative strategic tool for in-store search behavior were found for each cultural group, some consisensuring long-term viability. While culture is the most general tent with current knowledge, others providing new findings. J BUSN RES and indirect socialization agent, its importance in shaping 2000. 49.113–126.  2000 Elsevier Science Inc. All rights reserved. consumption habits is nonetheless pervasive. Gift giving, while a universal behavior found in all societies, varies in the manner by which it is implemented across cultures. While several theories have been proposed to explain possible gift-giving The economic importance of the Christmas season to motives, little research has been conducted on the processes both manufacturers and retailers is well established. involved in selecting a gift and the likely cross-cultural differChristmas holiday sales can account for between 30 ences along the latter behavior. In the current work, we investiand 50% of a retailer’s total yearly sales (Gifts and Decorative gate such differences as pertaining to information search prior Accessories, 1987; Ryans, 1977; Banks, 1979). Gift purchases to the purchase of a Christmas gift. Specifically, we isolate have been placed at 10% of all retail purchases in North the two dominant cultures within the Quebec market, namely America (Belk, 1979; Sherry, McGrath, and Levy, 1993). In French and English-Canadians, and accordingly attempt to one study by Belk (1979), close to 30% of the reported giftgauge whether differences exist in their search behavior. The giving occasions were for Christmas. research will be limited to in-store information search for a In addition to its economic significance, Christmas gift Christmas gift of clothing, given that several researchers have giving is important to the North American culture for it serves found that clothing was the most popular Christmas gift item (Belk, 1979; Caplow, 1982; Jolibert and Fernandez-Moreno, Address correspondence to Michel Laroche, Department of Marketing, Fac1983). In summary, we investigate the relevant situational, ulty of Commerce and Administration, 1455 de Maisonneuve West, Montreal, QC H3G 1M8, Canada. personal, and demographic traits that have an effect on con-