Purpose: Previous research indicates that dissatisfied consumers in other countries react differently as compared to those in the USA, due to their cultural orientation. These studies, however, have not recognized that retail policies (regarding returns and exchanges) in the USA are much more...

Purpose – The purpose of this paper is to examine the reliability and validity of Hofstede's cultural framework when applied at the individual consumer level. Design/methodology/approach – MBA students and faculty in the behavioral sciences were asked to review Hofstede's cultural instrument...