Inequality Among Consumers

2.2.1 Power Distance (PDI):
Hofstede (1983) explained how a society handles the inequality among people within a group. According to a recent study of Sian et al (2010), In a high Power Distance index society, people accept their social hierarchical position and accept that those with high power have the right to dispense authority, while on the other hand, for low Power Distance, people stress on equality of opportunity and rights, they are independent and do not rely on each other much. These can be implied that elders in high PDI play importance roles in buying behaviour. Moreover, Albers-Miller (1996) had stated in her study that four appeals of advertising including ornamental (which refer to beautiful, decorative, ornate, adorned, embellished, …show more content…
Later study of Hofstede (1994) explained that living in this society, people are seeking for methods that can lessen the uncertainty. In order to reduce the Uncertainty Avoidance level, Lund et al., (2013) suggested that rules and regulations should be formalised and regulated. In other word, in low Uncertainty Avoidance Index society, people are risk-taking and ready for risky situations. Thus, people in a low UAI culture are more willing to try new products (Sain et al, 2010). Additionally, in the study by Albers-Miller (1996) showed that advertising appeals of durable (strong, tough, powerful, stable, enduring, hearty, permanent, and long-lasting), safety (security from external threat, caution, carefulness, stability, absence of hazards, other risks or injury, guarantees, warranties, and manufacturers’ reassurances), and tamed (docile, obedient, restrained, compliant, civilised, reliable, responsible, faithful, self-denying, sacrificing, and domesticated) were related to the high Uncertainty Avoidance level and the adventure appeal (daring, bravery, seeking adventure, thrills or excitement, boldness, and courage) was related with the low