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Measurement of Modern and Traditional Self-Concepts in Asian Transitional

Economies

Article  in  Journal of Asia-Pacific Business · July 2009

DOI: 10.1080/10599230903094745

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National Economics University Boise State University
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 Measurement of modern and traditional self-concepts
in Asian transitional economies
Mai N.T.T., Smith K., Cao J.R.
Center for Development Economics and Public Policy, National Economics University, Hanoi, Viet Nam;
College of Business and Economics, Boise State University, Boise, ID, United States; Asia-Pacific Finance
and Development Center, Shanghai National Accounting Institute, Shanghai, China

Abstract: This article describes the development and validation of a new consumer self-concept scale created
for use in Confucian societies whose economies formerly were centrally planned but are now moving
toward a free-market system. Traditional self and modern self are proposed to be the two subconstructs of
the perceptions of self. The empirical work involved with the scale development and validation using data
from Vietnam and China are presented. Managerial implications and future research directions are also
discussed in this article.
Author Keywords: China; Modern self; Scale development; Traditional self; Transitional economy; Vietnam
Index Keywords: consumption behavior; market transition; perception; self assessment; transitional
economy; Asia; China; Eurasia; Far East; Southeast Asia; Viet Nam

Year: 2009
Source title: Journal of Asia-Pacific Business
Volume: 10
Issue: 3
Page : 201-220
Link: Scorpus Link
Correspondence Address: Mai, N.T.T.; Center for Development Economics and Public Policy, National
Economics University, Hanoi, Viet Nam
ISSN: 10599231
DOI: 10.1080/10599230903094745
Language of Original Document: English
Abbreviated Source Title: Journal of Asia-Pacific Business
Document Type: Article
Source: Scopus
Authors with affiliations:
1. Mai, N.T.T., Center for Development Economics and Public Policy, National Economics University, Hanoi, Viet Nam
2. Smith, K., College of Business and Economics, Boise State University, Boise, ID, United States
3. Cao, J.R., Asia-Pacific Finance and Development Center, Shanghai National Accounting Institute, Shanghai, China
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