.... Furthermore, the focus of marketers has been only on the individualism/collectivism or power distance at the cultural level (Zhang et al., 2010 ; Shoham et al., 2015); therefore consumer behavior researchers call for further research that includes several dimensions of Hofstede which may...

...-generated power differential might have an adverse impact on service providers in Eastern cultures with high power distance. Design/methodology/approach Four studies involving receivers and providers of services in Canada and South Korea were conducted. The experiments required participants to read...