A Factor Analytic Comparison of U.S. and German Information Seekers

Abstract

Separate two-level factor analyses were performed upon data from large samples of subscribers to product testing magazines in the U.S. and Germany. Cross cultural comparisons show strong similarities of patterns in attitudes and behavior with regard to the purchase process and market environment. Differences seem mostly related to importance of brand name and advertising in the U.S. and the tendency of the Germans to include more variables in factors overall—perhaps linked to traditional German thoroughness.