{"id":1752,"date":"2025-03-02T11:20:55","date_gmt":"2025-03-02T16:20:55","guid":{"rendered":"https:\/\/bridge.sunypoly.edu\/spring-2025\/?p=1752"},"modified":"2025-03-02T11:38:09","modified_gmt":"2025-03-02T16:38:09","slug":"dr-richard-explores-cross-cultural-consumer-behavior-and-technological-adoption","status":"publish","type":"post","link":"https:\/\/bridge.sunypoly.edu\/spring-2025\/blog\/faculty-news\/dr-richard-explores-cross-cultural-consumer-behavior-and-technological-adoption\/","title":{"rendered":"Dr. Richard Explores Cross-Cultural Consumer Behavior and Technological Adoption\u00a0"},"content":{"rendered":"
\n
\"\"<\/figure><\/div>\n\n\n

SUNY Poly Associate Professor of Marketing Dr. Marie-Odile Richard has co-authored new research titled, “Technology Emancipative and Traditionalist Value in Cross-Cultural Market Segmentation.” The paper was recently published in the International Journal of Information Management. This research sheds light on how different cultural and demographic factors shape consumer attitudes toward technology. More specifically, it offers significant implications for businesses aiming to create culturally sensitive marketing strategies. By recognizing these consumer segments, organizations can design products and communications that better resonate with global audiences. <\/p>\n\n\n\n

Collaborating with an international team of scholars, Dr. Richard’s study identified five global consumer segments: Moderate Tech Enthusiasts, Highly Religious Traditionalists, Tech-Savvy Cosmopolitans, Secular Emancipatives, and Conservative Technophobes. These groups exhibit varying degrees of technology adoption, influenced by factors such as religiosity, political orientation, and cosmopolitanism. The research utilized advanced analytical techniques, including latent class analysis and explainable artificial intelligence (XAI), to process extensive data from the World Values Survey and Pew Research. <\/p>\n\n\n\n

The findings emphasize the interplay between cultural values\u2014such as secularism, emancipative ideals, and cosmopolitan outlooks\u2014and technology adoption. For instance, consumers with strong emancipative values view technology as a tool for empowerment and self-expression, while traditionalist segments may adopt technology to support social structures and norms. <\/p>\n","protected":false},"excerpt":{"rendered":"

SUNY Poly Associate Professor of Marketing Dr. Marie-Odile Richard has co-authored new research titled, “Technology Emancipative and Traditionalist Value in Cross-Cultural Market Segmentation.” The paper was recently published in the International Journal of Information...<\/p>\n","protected":false},"author":2,"featured_media":1768,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[21],"tags":[],"class_list":["post-1752","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-faculty-news"],"yoast_head":"\nDr. Richard Explores Cross-Cultural Consumer Behavior and Technological Adoption\u00a0 - The Bridge Magazine<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bridge.sunypoly.edu\/spring-2025\/blog\/faculty-news\/dr-richard-explores-cross-cultural-consumer-behavior-and-technological-adoption\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dr. Richard Explores Cross-Cultural Consumer Behavior and Technological Adoption\u00a0 - The Bridge Magazine\" \/>\n<meta property=\"og:description\" content=\"SUNY Poly Associate Professor of Marketing Dr. Marie-Odile Richard has co-authored new research titled, “Technology Emancipative and Traditionalist Value in Cross-Cultural Market Segmentation.” The paper was recently published in the International Journal of Information...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/bridge.sunypoly.edu\/spring-2025\/blog\/faculty-news\/dr-richard-explores-cross-cultural-consumer-behavior-and-technological-adoption\/\" \/>\n<meta property=\"og:site_name\" content=\"Spring 2025\" \/>\n<meta property=\"article:published_time\" content=\"2025-03-02T16:20:55+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-03-02T16:38:09+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/bridge.sunypoly.edu\/spring-2025\/wp-content\/uploads\/sites\/10\/2025\/03\/Dr.-Richard-Story.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"720\" \/>\n\t<meta property=\"og:image:height\" content=\"250\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Matt Kopytowski\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Matt Kopytowski\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/bridge.sunypoly.edu\\\/spring-2025\\\/blog\\\/faculty-news\\\/dr-richard-explores-cross-cultural-consumer-behavior-and-technological-adoption\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/bridge.sunypoly.edu\\\/spring-2025\\\/blog\\\/faculty-news\\\/dr-richard-explores-cross-cultural-consumer-behavior-and-technological-adoption\\\/\"},\"author\":{\"name\":\"Matt Kopytowski\",\"@id\":\"https:\\\/\\\/bridge.sunypoly.edu\\\/spring-2025\\\/#\\\/schema\\\/person\\\/9d633435c241c951ffeea17e3826067b\"},\"headline\":\"Dr. Richard Explores Cross-Cultural Consumer Behavior and Technological Adoption\u00a0\",\"datePublished\":\"2025-03-02T16:20:55+00:00\",\"dateModified\":\"2025-03-02T16:38:09+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/bridge.sunypoly.edu\\\/spring-2025\\\/blog\\\/faculty-news\\\/dr-richard-explores-cross-cultural-consumer-behavior-and-technological-adoption\\\/\"},\"wordCount\":216,\"publisher\":{\"@id\":\"https:\\\/\\\/bridge.sunypoly.edu\\\/spring-2025\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/bridge.sunypoly.edu\\\/spring-2025\\\/blog\\\/faculty-news\\\/dr-richard-explores-cross-cultural-consumer-behavior-and-technological-adoption\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/bridge.sunypoly.edu\\\/spring-2025\\\/wp-content\\\/uploads\\\/sites\\\/10\\\/2025\\\/03\\\/Dr.-Richard-Story.jpg\",\"articleSection\":[\"Faculty News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/bridge.sunypoly.edu\\\/spring-2025\\\/blog\\\/faculty-news\\\/dr-richard-explores-cross-cultural-consumer-behavior-and-technological-adoption\\\/\",\"url\":\"https:\\\/\\\/bridge.sunypoly.edu\\\/spring-2025\\\/blog\\\/faculty-news\\\/dr-richard-explores-cross-cultural-consumer-behavior-and-technological-adoption\\\/\",\"name\":\"Dr. Richard Explores Cross-Cultural Consumer Behavior and Technological Adoption\u00a0 - The Bridge Magazine\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/bridge.sunypoly.edu\\\/spring-2025\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/bridge.sunypoly.edu\\\/spring-2025\\\/blog\\\/faculty-news\\\/dr-richard-explores-cross-cultural-consumer-behavior-and-technological-adoption\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/bridge.sunypoly.edu\\\/spring-2025\\\/blog\\\/faculty-news\\\/dr-richard-explores-cross-cultural-consumer-behavior-and-technological-adoption\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/bridge.sunypoly.edu\\\/spring-2025\\\/wp-content\\\/uploads\\\/sites\\\/10\\\/2025\\\/03\\\/Dr.-Richard-Story.jpg\",\"datePublished\":\"2025-03-02T16:20:55+00:00\",\"dateModified\":\"2025-03-02T16:38:09+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/bridge.sunypoly.edu\\\/spring-2025\\\/blog\\\/faculty-news\\\/dr-richard-explores-cross-cultural-consumer-behavior-and-technological-adoption\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/bridge.sunypoly.edu\\\/spring-2025\\\/blog\\\/faculty-news\\\/dr-richard-explores-cross-cultural-consumer-behavior-and-technological-adoption\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/bridge.sunypoly.edu\\\/spring-2025\\\/blog\\\/faculty-news\\\/dr-richard-explores-cross-cultural-consumer-behavior-and-technological-adoption\\\/#primaryimage\",\"url\":\"https:\\\/\\\/bridge.sunypoly.edu\\\/spring-2025\\\/wp-content\\\/uploads\\\/sites\\\/10\\\/2025\\\/03\\\/Dr.-Richard-Story.jpg\",\"contentUrl\":\"https:\\\/\\\/bridge.sunypoly.edu\\\/spring-2025\\\/wp-content\\\/uploads\\\/sites\\\/10\\\/2025\\\/03\\\/Dr.-Richard-Story.jpg\",\"width\":720,\"height\":250},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/bridge.sunypoly.edu\\\/spring-2025\\\/blog\\\/faculty-news\\\/dr-richard-explores-cross-cultural-consumer-behavior-and-technological-adoption\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/bridge.sunypoly.edu\\\/spring-2025\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Dr. Richard Explores Cross-Cultural Consumer Behavior and Technological Adoption\u00a0\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/bridge.sunypoly.edu\\\/spring-2025\\\/#website\",\"url\":\"https:\\\/\\\/bridge.sunypoly.edu\\\/spring-2025\\\/\",\"name\":\"Spring 2025\",\"description\":\"A Magazine for SUNY Polytechnic Institute Alumni, Faculty, Friends & Students\",\"publisher\":{\"@id\":\"https:\\\/\\\/bridge.sunypoly.edu\\\/spring-2025\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/bridge.sunypoly.edu\\\/spring-2025\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/bridge.sunypoly.edu\\\/spring-2025\\\/#organization\",\"name\":\"SUNY Polytechnic Institute Alumni Association\",\"url\":\"https:\\\/\\\/bridge.sunypoly.edu\\\/spring-2025\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/bridge.sunypoly.edu\\\/spring-2025\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/bridge.sunypoly.edu\\\/spring-2025\\\/wp-content\\\/uploads\\\/sites\\\/10\\\/2021\\\/12\\\/SUNY-Poly-Alumni-logo_172_blue.png\",\"contentUrl\":\"https:\\\/\\\/bridge.sunypoly.edu\\\/spring-2025\\\/wp-content\\\/uploads\\\/sites\\\/10\\\/2021\\\/12\\\/SUNY-Poly-Alumni-logo_172_blue.png\",\"width\":728,\"height\":172,\"caption\":\"SUNY Polytechnic Institute Alumni Association\"},\"image\":{\"@id\":\"https:\\\/\\\/bridge.sunypoly.edu\\\/spring-2025\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/bridge.sunypoly.edu\\\/spring-2025\\\/#\\\/schema\\\/person\\\/9d633435c241c951ffeea17e3826067b\",\"name\":\"Matt Kopytowski\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Dr. Richard Explores Cross-Cultural Consumer Behavior and Technological Adoption\u00a0 - The Bridge Magazine","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/bridge.sunypoly.edu\/spring-2025\/blog\/faculty-news\/dr-richard-explores-cross-cultural-consumer-behavior-and-technological-adoption\/","og_locale":"en_US","og_type":"article","og_title":"Dr. Richard Explores Cross-Cultural Consumer Behavior and Technological Adoption\u00a0 - The Bridge Magazine","og_description":"SUNY Poly Associate Professor of Marketing Dr. Marie-Odile Richard has co-authored new research titled, “Technology Emancipative and Traditionalist Value in Cross-Cultural Market Segmentation.” The paper was recently published in the International Journal of Information...","og_url":"https:\/\/bridge.sunypoly.edu\/spring-2025\/blog\/faculty-news\/dr-richard-explores-cross-cultural-consumer-behavior-and-technological-adoption\/","og_site_name":"Spring 2025","article_published_time":"2025-03-02T16:20:55+00:00","article_modified_time":"2025-03-02T16:38:09+00:00","og_image":[{"width":720,"height":250,"url":"https:\/\/bridge.sunypoly.edu\/spring-2025\/wp-content\/uploads\/sites\/10\/2025\/03\/Dr.-Richard-Story.jpg","type":"image\/jpeg"}],"author":"Matt Kopytowski","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Matt Kopytowski","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/bridge.sunypoly.edu\/spring-2025\/blog\/faculty-news\/dr-richard-explores-cross-cultural-consumer-behavior-and-technological-adoption\/#article","isPartOf":{"@id":"https:\/\/bridge.sunypoly.edu\/spring-2025\/blog\/faculty-news\/dr-richard-explores-cross-cultural-consumer-behavior-and-technological-adoption\/"},"author":{"name":"Matt Kopytowski","@id":"https:\/\/bridge.sunypoly.edu\/spring-2025\/#\/schema\/person\/9d633435c241c951ffeea17e3826067b"},"headline":"Dr. Richard Explores Cross-Cultural Consumer Behavior and Technological Adoption\u00a0","datePublished":"2025-03-02T16:20:55+00:00","dateModified":"2025-03-02T16:38:09+00:00","mainEntityOfPage":{"@id":"https:\/\/bridge.sunypoly.edu\/spring-2025\/blog\/faculty-news\/dr-richard-explores-cross-cultural-consumer-behavior-and-technological-adoption\/"},"wordCount":216,"publisher":{"@id":"https:\/\/bridge.sunypoly.edu\/spring-2025\/#organization"},"image":{"@id":"https:\/\/bridge.sunypoly.edu\/spring-2025\/blog\/faculty-news\/dr-richard-explores-cross-cultural-consumer-behavior-and-technological-adoption\/#primaryimage"},"thumbnailUrl":"https:\/\/bridge.sunypoly.edu\/spring-2025\/wp-content\/uploads\/sites\/10\/2025\/03\/Dr.-Richard-Story.jpg","articleSection":["Faculty News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/bridge.sunypoly.edu\/spring-2025\/blog\/faculty-news\/dr-richard-explores-cross-cultural-consumer-behavior-and-technological-adoption\/","url":"https:\/\/bridge.sunypoly.edu\/spring-2025\/blog\/faculty-news\/dr-richard-explores-cross-cultural-consumer-behavior-and-technological-adoption\/","name":"Dr. Richard Explores Cross-Cultural Consumer Behavior and Technological Adoption\u00a0 - The Bridge Magazine","isPartOf":{"@id":"https:\/\/bridge.sunypoly.edu\/spring-2025\/#website"},"primaryImageOfPage":{"@id":"https:\/\/bridge.sunypoly.edu\/spring-2025\/blog\/faculty-news\/dr-richard-explores-cross-cultural-consumer-behavior-and-technological-adoption\/#primaryimage"},"image":{"@id":"https:\/\/bridge.sunypoly.edu\/spring-2025\/blog\/faculty-news\/dr-richard-explores-cross-cultural-consumer-behavior-and-technological-adoption\/#primaryimage"},"thumbnailUrl":"https:\/\/bridge.sunypoly.edu\/spring-2025\/wp-content\/uploads\/sites\/10\/2025\/03\/Dr.-Richard-Story.jpg","datePublished":"2025-03-02T16:20:55+00:00","dateModified":"2025-03-02T16:38:09+00:00","breadcrumb":{"@id":"https:\/\/bridge.sunypoly.edu\/spring-2025\/blog\/faculty-news\/dr-richard-explores-cross-cultural-consumer-behavior-and-technological-adoption\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/bridge.sunypoly.edu\/spring-2025\/blog\/faculty-news\/dr-richard-explores-cross-cultural-consumer-behavior-and-technological-adoption\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/bridge.sunypoly.edu\/spring-2025\/blog\/faculty-news\/dr-richard-explores-cross-cultural-consumer-behavior-and-technological-adoption\/#primaryimage","url":"https:\/\/bridge.sunypoly.edu\/spring-2025\/wp-content\/uploads\/sites\/10\/2025\/03\/Dr.-Richard-Story.jpg","contentUrl":"https:\/\/bridge.sunypoly.edu\/spring-2025\/wp-content\/uploads\/sites\/10\/2025\/03\/Dr.-Richard-Story.jpg","width":720,"height":250},{"@type":"BreadcrumbList","@id":"https:\/\/bridge.sunypoly.edu\/spring-2025\/blog\/faculty-news\/dr-richard-explores-cross-cultural-consumer-behavior-and-technological-adoption\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/bridge.sunypoly.edu\/spring-2025\/"},{"@type":"ListItem","position":2,"name":"Dr. Richard Explores Cross-Cultural Consumer Behavior and Technological Adoption\u00a0"}]},{"@type":"WebSite","@id":"https:\/\/bridge.sunypoly.edu\/spring-2025\/#website","url":"https:\/\/bridge.sunypoly.edu\/spring-2025\/","name":"Spring 2025","description":"A Magazine for SUNY Polytechnic Institute Alumni, Faculty, Friends & Students","publisher":{"@id":"https:\/\/bridge.sunypoly.edu\/spring-2025\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/bridge.sunypoly.edu\/spring-2025\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/bridge.sunypoly.edu\/spring-2025\/#organization","name":"SUNY Polytechnic Institute Alumni Association","url":"https:\/\/bridge.sunypoly.edu\/spring-2025\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/bridge.sunypoly.edu\/spring-2025\/#\/schema\/logo\/image\/","url":"https:\/\/bridge.sunypoly.edu\/spring-2025\/wp-content\/uploads\/sites\/10\/2021\/12\/SUNY-Poly-Alumni-logo_172_blue.png","contentUrl":"https:\/\/bridge.sunypoly.edu\/spring-2025\/wp-content\/uploads\/sites\/10\/2021\/12\/SUNY-Poly-Alumni-logo_172_blue.png","width":728,"height":172,"caption":"SUNY Polytechnic Institute Alumni Association"},"image":{"@id":"https:\/\/bridge.sunypoly.edu\/spring-2025\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/bridge.sunypoly.edu\/spring-2025\/#\/schema\/person\/9d633435c241c951ffeea17e3826067b","name":"Matt Kopytowski"}]}},"_links":{"self":[{"href":"https:\/\/bridge.sunypoly.edu\/spring-2025\/wp-json\/wp\/v2\/posts\/1752","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bridge.sunypoly.edu\/spring-2025\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bridge.sunypoly.edu\/spring-2025\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bridge.sunypoly.edu\/spring-2025\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/bridge.sunypoly.edu\/spring-2025\/wp-json\/wp\/v2\/comments?post=1752"}],"version-history":[{"count":2,"href":"https:\/\/bridge.sunypoly.edu\/spring-2025\/wp-json\/wp\/v2\/posts\/1752\/revisions"}],"predecessor-version":[{"id":1767,"href":"https:\/\/bridge.sunypoly.edu\/spring-2025\/wp-json\/wp\/v2\/posts\/1752\/revisions\/1767"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/bridge.sunypoly.edu\/spring-2025\/wp-json\/wp\/v2\/media\/1768"}],"wp:attachment":[{"href":"https:\/\/bridge.sunypoly.edu\/spring-2025\/wp-json\/wp\/v2\/media?parent=1752"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bridge.sunypoly.edu\/spring-2025\/wp-json\/wp\/v2\/categories?post=1752"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bridge.sunypoly.edu\/spring-2025\/wp-json\/wp\/v2\/tags?post=1752"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}