The Effect of Psychic Distance Stimuli and Psychic Distance on International Marketing Strategy Adaptation and Export Performance

Abstract

This paper clarified the ambiguity in the literature regarding psychic distance by refiningits conceptualization, operationalization, and measurement. It empirically investigated psychicdistance in a more inclusive manner that involves its antecedents (i.e. psychic distancestimuli), marketing program adaptation, and performance outcomes. The results of the studyrevealed that psychic distance stimuli are positively associated with psychic distance. Furthermore, psychic distance positively influences marketing program adaptation. The resultsalso demonstrated that psychic distance mediates the relationship between psychic distancestimuli and marketing program adaptation, and that marketing program adaptation ispositively associated with export performance. Future research agenda were suggested.