Japanese shoppers read every review, cross-check comparisons, and look through related posts before buying. Risk-Aversion Slows Japanese Buyers Down Two separate signals point the same direction: Cultural disposition — Japan scores among the highest of any country measured on Hofstede's Uncertainty Avoidance Index, a widely used cross-national measure of discomfort with ambiguity. Behavioral evidence — Nielsen's Global Survey of New Product Purchase Sentiment (29,000 responde