Incorporating Cultural Values for Understanding the Influence ofPerceived Product Creativity on Intention to Buy: An Examination in Italy and the U.S.

Extending our understanding of perceived product creativity, this study contributes to the literature by empirically investigating the influence of cultural values on the relationship between the creativity dimensions of novelty and meaningfulness and intention to buy. Schwartz’s values framework is employed to theorize cultural differences. The results, based upon 206 Italian and 201 U.S. consumers surveyed via a mall-intercept approach, indicate that novelty is a more important dimension of product creativity in the U.S. (i.e., a low-resultant conservative/high-resultant self-enhancement culture) than in Italy (i.e., a high-resultant conservatism/low-resultant self-enhancement culture) in influencing intention to buy and that meaningfulness is a more important dimension of creativity in Italy than in the U.S. in influencing intention to buy. These results provide important standardization/adaptation implications for international marketing academics and practitioners