Consumer behavior and culture : consequences for global marketing and advertising
"The book reviews the myths of global marketing and explore the concept of culture and models of culture. It provides empirical evidence of convergence and divergence in consumer behaviour and covers various psychological and sociological aspects of human behaviour used for explaining consumer behaviour." -- BACK COVER
Print Book, English, ©2004
Sage Publications, Thousand Oaks, Calif., ©2004
Cross-cultural studies
xiv, 345 pages : illustrations ; 26 cm
9780761926689, 9780761926696, 0761926682, 0761926690
51898814
1. Global consumers in a global village?
The global village
Globalization and global consumer culture
Globalization
Global consumer culture
Converging and diverging consumer behavior
Post-scarcity societies and the culture paradigm
Global communities?
New media
Universalism
Lack of a sense of history
Branding and advertising : from global to multi-local
Consumer behavior theory across cultures
Conclusion
2. Values and culture
Values
The desirable and the desired
Values are enduring
Values in marketing
Culture defined
Comparing cultures
The emic and the etic
Measuring values
Individual and culture level
Searching for similarities or for differences
National cultures
Dimensions of culture
Relationship of man with nature
High-context communication culture and low-context communication culture
Hofstede : five dimensions of national culture
Poser distance (PDI)
Individualism/collectivism (IDV)
Masculinity/femininity (MAS) or the gender of nations (tough vs. tender)
Uncertainty avoidance (UAI)
Long-term orientation (LTO)
Validation
Schwartz : seven value types or motivational domains
Conservatism
Autonomy, two types : intellectual and affective autonomy
Hierarchy
Mastery
Egalitarian commitment
Harmony
Comparing models
Two value concepts : the desirable and the desired
Measuring abstract values versus behavioral preferences
Measurement at the individual level versus the culture level
Bipolar versus unipolar scales
Application to consumer behavior
Culture relationships
Cause-effect
Comparing groups of cultures
Comparing groups within cultures
Conclusion. 3. Convergence and divergence in consumer behavior
Convergence theory
Modernization
From premodern to postmodern
Convergence : macro and micro level
The macro-micro dichotomy
Convergence and divergence at macro level
Convergence of markets?
Forms of convergence
Measuring convergence-divergence
Convergence-divergence in consumer behavior
Stability
Convergence-divergence, a pattern
National wealth as an explaining variable
Composite development indicators
Over time culture replaces income as an explanatory variable
Radios, TV sets, and cars
Information technology
With increased wealth cultural values become manifest
New manifestations of "old" values
Other measurement variables
Urbanization
Urbanization and housing
Urbanization and retail structure
Population density
Education
Age distribution
Social class
Measuring class
Ethnicity
Climate
Consumer behavior, national wealth, and culture
The concept of the rational consumer
Engel's law
Conclusion
4. The consumer : attributes
A modern of cross-cultural consumer behavior
Personality
The brand personality concept
The concept of self
Self-descriptions and self-evaluations
Implications for marketing, branding, and advertising
The self-concept and branding
The self-concept and advertising
Self-enhancement and self-esteem
Personal traits
Brand personality traits
Identity and image
The body and image
Corporate identity and brand identity
Attitude
Attitude and behavior
Attitudes toward food
Attitudes toward health
Attitudes toward the media
Attitudes toward consumption : materialism
National pride and ethnocentrism
Attitudes toward country-of-origin
Sex and love-related attitudes
Lifestyle
Lifestyles across cultures
Global communities?
Conclusion. 5. Social processes
Motivation, needs, and drives
Freud
Maslow
McClelland : achievement, power, and affiliation
Culture-related consumer needs and motives
The status motive
Environmentalism
Purity
Convenience
Hedonism
Car-buying motives
Emotion
Universal, basic emotions?
Emotion and language
Expression of emotions
Recognition and judgment of expressions of emotions
Display rules
Emotion-eliciting events
Emotions in advertising
Emotional versus rational advertising
Facial expressions : application to advertising
Group processes
In-group and out-group
Conformity
Inner-, other-, and outer-directedness
Public and private self-consciousness
Public and private space
Appearance
Reference groups
Opinion leaders
Conclusion
6. Mental processes
Cognition and cognitive styles
Learning and socialization
Cognition and affect
Cognitive and affective components of attitudes toward food
Cognitive dissonance
Language
Language, perception, and memory
Language and categorization
Language in advertising and value studies
Foreign language speaking and understanding
Perception
Aesthetic experience
Color perception
Landscapes and music
Field dependency
Selective perception
The creative process
Attribution
Attribution and marketing research
Locus of control
Information processing
Processing advertising
Processing visual images
Processing foreign words
Involvement theory
Communication and culture
Communication styles
Verbal styles
Nonverbal styles
Advertising styles
Direct versus indirect communication in mass communication and advertising
Mapping advertising styles
Decision making
Consumer decision-making styles
Business decision making
Conclusion. 7. Consumer behavior domains
Product acquisition, usage, and ownership
Food and beverages
Processed food
Soft drinks
Mineral water
Coffee and tea
Alcoholic beverages
Cigarettes
Nondurable household products
Nondurable personal products
Clothing and footwear
Household appliances
Consumer electronics
Television
Radio
Luxury articles
Watches
Cameras
Communication technology
Computers and the Internet
Internet applications
Cars
Leisure
Leisure activities
The arts versus sports
Finance
Insurance
Banking and private investments
Shopping and buying behavior
Complaining behavior
Brand loyalty
Diffusion of innovations
Media behavior
Television
Newspapers
Responses to marketing communications
Responses to sales promotions
Responses to advertising
Acceptance of advertising in general
Consumers' relationships with the media
Advertising appeals
Exceptional styles
Execution of advertising
Conclusion
8. Applications to global marketing and adverting
Product-market development across countries
Stages of market development
Branding strategies
Retailing
Segmenting international markets
Car-buying motives
Color cosmetics
Cross-cultural values and lifestyle studies
Academic cross-cultural studies
Surveys and experiments
Content analysis
Western bias
Research techniques and methods across cultures
Sample equivalence
Linguistic and conceptual equivalence
Metric equivalence
Cross-cultural research management
Predicting market success
The purpose of advertising
Advertising research
The future of global advertising
Conclusion
Appendix A. GNP/capita 2001 (US$) and Hofstede country scores for 64 countries
Appendix B. Data sources
Name index
Subject index
About the author