Consumer behavior and culture: consequences for global marketing and advertising PDF
Preview Consumer behavior and culture: consequences for global marketing and advertising
2nd Edition Consumer Behavior and CULTURE 2nd Edition Consumer Behavior and CULTURE Consequences for Global Marketing and Advertising Marieke de Mooij Copyright © 2011 by SAGE Publications, Inc. All rights reserved. No part of this book may be reproduced or utilized in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without permission in writing from the publisher. For information: SAGE Publications, Inc. SAGE Publications India Pvt. Ltd. 2455 Teller Road B 1/I 1 Mohan Cooperative Industrial Area Thousand Oaks, California 91320 Mathura Road, New Delhi 110 044 E-mail:[email protected] India SAGE Publications Ltd. SAGE Publications Asia-Pacific Pte. Ltd. 1 Oliver’s Yard 33 Pekin Street #02-01 55 City Road Far East Square London EC1Y 1SP Singapore 048763 United Kingdom Printed in the United States of America Library of Congress Cataloging-in-Publication Data Consumer behavior and culture : consequences for global marketing and advertising/editor, Marieke de Mooij.—2nd ed. p. cm. Rev. ed. of: Consumer behavior and culture / Marieke de Mooij. c2004. Includes bibliographical references and index. ISBN 978-1-4129-7990-0 (pbk.) 1. Consumer behavior—Cross-cultural studies. 2. Consumers— Psychology. 3. Marketing. I. Mooij, Marieke K. de, 1943-II. Mooij, Marieke K. de, 1943-Consumer behavior and culture. HF5415.32.M66 2011 658.8′342—dc22 2010019234 This book is printed on acid-free paper. 10 11 12 13 14 10 9 8 7 6 5 4 3 2 1 Acquisitions Editor: Deya Saoud Jacob Editorial Assistant: Megan Krattli Production Editor: Astrid Virding Copy Editor: Pam Suwinsky Permissions Editor: Adele Hutchinson Typesetter: C&M Digitals (P) Ltd. Proofreader: Ellen Brink Indexer: Kathleen Paparchontis Cover Designer: Candice Harman Marketing Manager:Helen Salmon Contents Preface Chapter 1. Consumer Behavior Across Cultures Global Consumers in a 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 Sense of History Branding and Advertising: From Global to Multi-Local Consumer Behavior A Model of Cross-Cultural Consumer Behavior Organization of the Book Conclusion Notes Chapter 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 Cultural Values Individual and Culture Levels 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 Dimensions of Time Closure Time Is Linear or Circular Monochronic and Polychronic Time Hofstede: Five Dimensions of National Culture Power Distance Individualism/Collectivism Masculinity/Femininity or the Gender of Nations (Tough Versus Tender) Uncertainty Avoidance Long-/Short-Term Orientation Validation Schwartz: Seven Value Types or Motivational Domains Autonomy (Intellectual or Affective) Versus Embeddedness Hierarchy Versus Egalitarianism Mastery Versus Harmony Overlap With the Hofstede Dimensions Comparing Dimensional Models Application to Consumer Behavior Culture Relationships Cause-Effect Comparing Groups of Cultures Comparing Groups Within Cultures Value Shift Conclusion Notes Chapter 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 Household and Family Social Class Measuring Class Ethnicity Climate Consumer Behavior, National Wealth, and Culture The Concept of the Rational Consumer Engel’s Law Conclusion Notes Chapter 4. The Consumer: Attributes 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 Personality The Brand Personality Concept Personal Traits Brand Personality Traits Identity and Image The Body and Identity Corporate Identity, Brand Identity, and Brand Image Attitude Attitude and Behavior Attitudes Toward Food Attitudes Toward Health Attitudes Toward Consumption: Materialism National Pride and Consumer Ethnocentrism Attitudes Toward Country of Origin Attitudes Toward the Environment Sex-and Love-Related Attitudes Lifestyle Lifestyles Across Cultures Global Communities? Conclusion Notes Chapter 5. Social Processes Motivation, Needs, and Drives Freud Maslow McClelland Culture-Related Consumer Needs and Motives The Status Motive Face Green Motives, the Environment Purity Convenience 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 Family and Relationships: Parents-Children Conformity Inner-, Outer-Directedness Public and Private Self-Consciousness Public and Private Space Appearance Reference Groups Opinion Leaders Conclusion Notes Chapter 6. Mental Processes Cognition and Cognitive Styles Learning and Memory Cognition and Affect Cognitive and Affective Components of Attitudes Toward Food Cognitive Dissonance Language Language, Perception, and Memory Language in Advertising and Value Studies Foreign Language Speaking and Understanding Categorization Perception Selective Perception Aesthetic Experience Color Perception Aesthetic Preferences: Paintings and Music Field Dependency The Creative Process Attribution Locus of Control Information Processing Processing Advertising Western Bias in Cross-Cultural Analysis of Advertising Processing Visual Images Processing Foreign Words Involvement Theory Decision Making Consumer Decision-Making Styles Business Decision Making Conclusion Notes Chapter 7. Culture, Communication, and Media Behavior Communication and Culture Communication Styles Verbal Styles Nonverbal Styles Interpersonal Communication Styles Communication and the Electronic Media Mass Communication Styles Advertising Styles Direct Versus Indirect Communication in Mass Communication and Advertising Mapping Advertising Styles The Purpose of Advertising Web Communication Styles Media Behavior Television Radio Press Media The Internet Responses to Marketing Communications Responses to Sales Promotions Responses to Advertising Acceptance of Advertising in General Consumers’ Relationships With the Media Advertising Appeals Executional Styles Execution of Advertising Brand Communications Across Cultures Value Structure Maps The Future of Global Advertising Conclusion Notes Chapter 8. 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 Personal Care and Cosmetics Clothing and Footwear Household Appliances Consumer Electronics and Personal Computers Telecommunications Luxury Articles Cars Leisure Leisure Activities Pets Finance Shopping and Buying Behavior Out-of-Home Shopping and Buying Retail Design Complaining Behavior Brand Loyalty Adoption and Diffusion of Innovations Predicting Market Development Across Cultures Conclusion Notes Appendix A: GNI per Capita at Purchasing Power Parity 2008 (US$) and Hofstede Country Scores for 68 Countries Appendix B: Data Sources Author Index Subject Index About the Author
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