Piyush Sharma - Academia.edu (original) (raw)
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Papers by Piyush Sharma
Journal of International Consumer Marketing, 2012
Prior research shows that a comprehensive service evaluation model best explains the relationship... more Prior research shows that a comprehensive service evaluation model best explains the relationships among perceived service quality, sacrifice, value, satisfaction, and behavioral intentions; however, it ignores the influence of culture on these relationships. This article tests the moderating effects of the individualism–collectivism dimension of national culture on all the relationships in the comprehensive service evaluation model. Findings from a large-scale study across six retail categories (cosmetics, electronics, fashion, jewelry, telecom services, and department stores) show significant differences in the strength of relationships in the service evaluation process between shoppers from individualistic versus collectivistic cultures.
Journal of The Academy of Marketing Science, 2010
Cross-cultural studies using Hofstede’s national scores to operationalize his five cultural facto... more Cross-cultural studies using Hofstede’s national scores to operationalize his five cultural factors at an individual level suffer from ecological fallacy, and those using self-report scales treat cultural factors as unidimensional constructs and provide little or no evidence of the construct validity and measurement equivalence of these scales. This paper reconceptualizes Hofstede’s five cultural factors as ten personal cultural orientations and develops a new 40-item scale to measure them. It also establishes the validity, reliability, and cross-cultural measurement equivalence of the new scale, and discusses its advantages over other scales.
Journal of Business Research, 2010
Journal of Marketing Management, 2010
Impulse buying and variety seeking are both low-effort feelings-based behaviours with similar ps... more Impulse buying and variety seeking are both low-effort feelings-based behaviours with similar psychological origins. However, there is little research exploring the common sociopsychological processes regulating these behaviours. This gap is addressed with a conceptual framework incorporating the discrepancy between actual and optimum stimulation levels as the driver of both the behaviours, and self-monitoring as the moderator of interpersonal influences on these. Findings from a field-survey-based study with retail shoppers show that both the behaviours are responses to exploratory urges triggered by lower stimulation levels. Moreover, high self-monitors exhibit greater impulsiveness in private and seek greater variety in public compared to low self-monitors. The paper concludes with a discussion on its conceptual and managerial contribution along with some of its limitations and directions for future research.
Journal of Marketing Management, 2010
Journal of International Consumer Marketing, 2011
Journal of International Consumer Marketing, 2012
Prior research shows that a comprehensive service evaluation model best explains the relationship... more Prior research shows that a comprehensive service evaluation model best explains the relationships among perceived service quality, sacrifice, value, satisfaction, and behavioral intentions; however, it ignores the influence of culture on these relationships. This article tests the moderating effects of the individualism–collectivism dimension of national culture on all the relationships in the comprehensive service evaluation model. Findings from a large-scale study across six retail categories (cosmetics, electronics, fashion, jewelry, telecom services, and department stores) show significant differences in the strength of relationships in the service evaluation process between shoppers from individualistic versus collectivistic cultures.
Journal of The Academy of Marketing Science, 2010
Cross-cultural studies using Hofstede’s national scores to operationalize his five cultural facto... more Cross-cultural studies using Hofstede’s national scores to operationalize his five cultural factors at an individual level suffer from ecological fallacy, and those using self-report scales treat cultural factors as unidimensional constructs and provide little or no evidence of the construct validity and measurement equivalence of these scales. This paper reconceptualizes Hofstede’s five cultural factors as ten personal cultural orientations and develops a new 40-item scale to measure them. It also establishes the validity, reliability, and cross-cultural measurement equivalence of the new scale, and discusses its advantages over other scales.
Journal of Business Research, 2010
Journal of Marketing Management, 2010
Impulse buying and variety seeking are both low-effort feelings-based behaviours with similar ps... more Impulse buying and variety seeking are both low-effort feelings-based behaviours with similar psychological origins. However, there is little research exploring the common sociopsychological processes regulating these behaviours. This gap is addressed with a conceptual framework incorporating the discrepancy between actual and optimum stimulation levels as the driver of both the behaviours, and self-monitoring as the moderator of interpersonal influences on these. Findings from a field-survey-based study with retail shoppers show that both the behaviours are responses to exploratory urges triggered by lower stimulation levels. Moreover, high self-monitors exhibit greater impulsiveness in private and seek greater variety in public compared to low self-monitors. The paper concludes with a discussion on its conceptual and managerial contribution along with some of its limitations and directions for future research.
Journal of Marketing Management, 2010
Journal of International Consumer Marketing, 2011