Abstract

This study examines the underlying determinants of in-store information search for a Christmas clothing gift, specifically focusing on cultural differences. A self-administered survey, containing personality, situational and demographic measures, was distributed to actual consumers residing in three culturally similar nations: Canada, the United States, and the United Kingdom. Measurement items were factor analyzed, and country sample differences were assessed using chi-square tests, ANOVAs, MANCOVAs, and multiple regression analyses. Three distinct and reliable indices of in-store information search emerged (macro information search, micro information search, and salesclerk help), along with twenty-two independent factors (eleven personality and eleven situational). Country sample differences were found with respect to the influence of various antecedent factors on information search. Unexpected differences with respect to total information acquisition were also obtained: Canadian subjects achieved higher aggregate search scores than either American or British subjects. Furthermore, information search patterns were found to vary between males and females, and between different age groups. Practical implications and directions for future research are also discussed.