We study how collectivism, religion-tradition, thriftiness, and status/materialist consumption values jointly shape consumption preferences in seven Asian markets. These markets are diverse but relatively small, so identifying similarities should help companies implement standardized marketing strategies. Using data from 3000+ consumers, we find the effects to be largely similar. Collectivistic values directly and indirectly increase both religious and thriftiness values, both of which negatively affect status consumption values. However, the direct positive effect of collectivistic values on status consumption values is so strong that it dominates all of these countervailing negative effects, which explains the paradoxical affinity of Asian consumers towards luxury consumption while endorsing the moral virtues of thriftiness. We identify the effects these values have on preference towards symbolic (style, prestige, overseas origin) and utilitarian (durability, and value for price) attributes. Our results have implications for international marketing theory by highlighting the role of values in Asian consumption, and for practice by helping marketers arrive at more informed standardized brand/product strategies in these rapidly growing Asian markets. In particular, they support earlier findings that high and increasing luxury consumption in Asia may not be due to increasing individualism nor Westernization, but because collectivists have their own reasons for valuing status consumption.

我们研究集体主义、宗教传统、节俭和地位/物质主义消费价值观如何共同塑造七个亚洲市场的消费偏好。这些市场多种多样但相对较小，因此识别相似性应该有助于公司实施标准化的营销策略。通过使用 3000 多名消费者的数据，我们发现效果基本相似。集体主义价值观直接和间接地增加了宗教价值观和节俭价值观，这两者都会对地位消费价值观产生负面影响。然而，集体主义价值观对地位消费价值观的直接积极影响如此之大，以至于它主导了所有这些抵消性的负面影响，这解释了亚洲消费者在认可节俭道德美德的同时对奢侈品消费的自相矛盾的亲和力。我们确定了这些价值观对象征性（风格、声望、海外血统）和功利性（耐用性和价格价值）属性的偏好的影响。我们的研究结果通过强调价值观在亚洲消费中的作用，对国际营销理论产生了影响；通过帮助营销人员在这些快速增长的亚洲市场中制定更明智的标准化品牌/产品策略，对实践产生了影响。特别是，他们支持早期的研究结果，即亚洲奢侈品消费的高增长和不断增长可能不是由于个人主义或西方化的增加，而是因为集体主义者有自己的重视身份消费的理由。