Purpose: The aim of the study was to find out whether the online shopping behaviors ROPO and Reverse ROPO Effect differ between Poles and Germans.

Methodology: The author conducted quantitative research among Polish and German students (129 questionnaires). The measures for this study were hypotheses that tested in mean and comparative analysis.

Findings: In the context of online consumer behavior, the results indicate that consumers display different preferences for ROPO or Reverse ROPO Effect. These differences trace back to cultural differences, particularly different uncertainty avoidance levels, and different stage of e-commerce markets maturity.

Research implications: E-commerce markets constantly evolve and so does online consumer behavior. While immature e-commerce markets follow their mature counterparts, their respective online consumer behavior also evolves, currently displaying different tendencies in ROPO and Reverse ROPO Effect between markets.

Limitation: Respondents that cover all age groups would be more representative of the respective countries of analysis. Moreover, instead of a cross-sectional, one should conduct further research with a time-series study to capture trends in behavior adoption, which effect from the evolving nature of the e-commerce retail market.

Uncertainty is a state of mind. Around 1930 at the beginning of the big depression crisis, Keynes predicted that during the next 100 years, the standard of living in the most advanced countries will increase from four to eightfold. In spite of World War II, this overly optimistic prediction (as it seemed at that time) was confirmed in the 80 years since Keynes’s prophecy. In spite of the big crisis of the 1930s and the devastation of World War II, the standard of living in the western world increased four to fivefold.

Purpose: The article introduces a concept of the economic imagination, describes economic public attitudes and discusses the character of the contemporary economic imagination of Poles.

Methodology: Representative survey conducted on the stratifi ed random sample of 1022 adult respondents by means of CAPI (computer assisted personal interview). Statistical analysis of data.

Findings: The features perceived by public as economically benefi cial to the entire economy, particular enterprises and individuals have been ranked by the representative survey and statistically grouped into more general clusters. Those considered as good for the economy are grouped into such factors as “investment and competition”, “statism (etatism)” and “progressive taxation”. The features considered as benefi cial for the enterprises are grouped into “human, social and economic capital”, “law obedience and good social relations” and “limited free market”. Personal characteristics perceived as benefi cial for individual’s economic success are grouped into “honesty, perseverance and good social relations”, “skills and diligence” and “nepotism and instrumentalism”. Intensity as well as determinants of such general value loaded convictions, and their impact on acceptance of democracy have been revealed as well.

Implications: Economic imagination has to be analysed as an important factor of socio-economic system’s legitimization.

Originality: Distinction and empirical defi nition of economic attitudinal syndromes at three different levels: macro-economic, enterprise and individual constitute a novelty in socio-economic research. Discussion of their determinants and wider implications constitute a new contribution to the theory of social legitimization.