Microcultural analysis of variation in sharing of causal reasoning about behavior

Ajay K. Sirsi, James C. Ward, Peter H. Reingen

Research output: Contribution to journalArticlepeer-review

78 Scopus citations


This article explores the relation of culture to consumption by investigating individual, social, and cultural sources of variation in the sharing of causal reasoning about behavior in two microcultures. The results suggest (1) the importance of intracultural variation in the study of culture, (2) differences between experts and novices as a robust source of this variation, (3) novel insights into the relationship between expertise and sociocultural phenomena, and (4) the potential for investigating attitude structure, categorization, and attribution as products of causal reasoning originating from cultural belief systems. The study also demonstrates the synergy created by diverse research methods.

Original languageEnglish (US)
Pages (from-to)345-372
Number of pages28
JournalJournal of Consumer Research
Issue number4
StatePublished - Mar 1 1996

ASJC Scopus subject areas

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing


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