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This report is related to the social and cultural dimension of the PEST framework and aimed at helping you understand
the implications of unobservable cultural values for global marketing decisions.
In this report, you will choose one of two topics (self-construal or power distance belief) to work on.
For each topic, there are two research articles for you to read (see slide 3).
You can choose either self-construal or power distance belief as your topic for your individual study report (but DO NOT
choose both) and complete your report in the following steps.
Report Format • Page limit: 2 pages (excluding tables/figures/references/appendix)
• Format: 12-point font, single space, 1-inch margin on four sides
• In-text citation/reference style: APA, MLA, or Chicago (as long as it is consistently used)
Readings for the topic “Self-Construal”
• “Resources Available for Me Versus Us: Implications for Mitigating Consumer Food Waste”
• “How Do Consumers’ Cultural Backgrounds and Values Influence Their Coupon Proneness? A Multimethod
Investigation”
Readings for the topic “Power Distance Belief”
• “When Celebrities Count: Power Distance Beliefs and Celebrity Endorsements”
• “Who Is Wary of User Design? The Role of Power-Distance Beliefs in Preference for User-Designed Products”
Regarding the Use of ChatGPT and other Generative AIs for this particular assignment: This Individual Study Report should reflect your own analyses and synthesis of the
assigned three articles. ChatGPT or other generative AIs should NOT be used to
generate any part of your answers to the questions.
You can refer to Instructions files for more detailed information.
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