Consumer Behavior and Culture : Consequences for Global Marketing and Advertising

by Marieke de Mooij

• ISBN13: 9781412979900
• ISBN10: 1412979900
• Edition: 2nd
• Format: Paperback
• Copyright: 2010-09-29
• Publisher: SAGE Publications, Inc

Summary

The Second Edition presents an empirically-based model for integrating culture with consumer behaviour and contains the following updates:- A new chapter (Chapter 7) is included to bring together the existing and new material on communication, culture, and media behaviour.- Implications to international marketing and advertising have been removed from the previous edition's Chapter 8 and are integrated in each chapter where appropriate, including relevant advertisements, so that students can understand the real-world implications of the research.- All data, charts, tables and additional material have been updated

Table of Contents

Preface

Consumer Behavior Across Cultures

Global Consumers in a Global Village?

Globalization and Global Consumer Culture

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

Values and Culture

Values

Culture Defined

Comparing Cultures

National Cultures

Dimensions of Culture

Relationship of Man With Nature

High-Context Communication Culture and Low-Context Communication Culture

Dimensions of Time

Hofstede: Five Dimensions of National Culture

Schwartz: Seven Value Types or Motivational Domains

Comparing Dimensional Models

Application to Consumer Behavior

Culture Relationships

Conclusion

Convergence and Divergence in Consumer Behavior

Convergence Theory

Modernization

Convergence: Macro and Micro Level

Convergence-Divergence in Consumer Behavior

National Wealth as an Explaining Variable

Over Time Culture Replaces Income As an Explanatory Variable

With Increased Wealth Cultural Values Become Manifest

Other Measurement Variables

Urbanization

Population Density

Education

Age Distribution

Household and Family

Social Class

Ethnicity

Climate

Consumer Behavior, National Wealth, and Culture

Conclusion

The Consumer: Attributes

The Concept of Self

Implications for Marketing, Branding, and Advertising

Self-Enhancement and Self-Esteem

Personality

The Brand Personality Concept

Personal Traits

Brand Personality Traits

Identity and Image

Corporate Identity, Brand Identity and Brand Image

Attitude

Attitude and Behavior

Lifestyle

Conclusion

Social Processes

Motivation, Needs, and Drives

Culture-Related Consumer Needs and Motives

Emotion

Emotions in Advertising

Group Processes

Family and Relationships Parents-Children

Conformity

Public and Private Space

Reference Groups

Opinion Leaders

Conclusion

Mental Processes

Cognition and Cognitive Styles

Learning and Memory

Cognition and Affect

Language

Categorization

Perception

The Creative Process

Attribution

Locus of Control

Information Processing

Involvement Theory

Decision Making

Conclusion

Culture, Communication and Media Behavior

Communication and Culture

Communication Styles

Mass Communication Styles

Advertising Styles

Web Communication Styles

Media Behavior

The Internet

Responses to Marketing Communications

Brand Communications Across Cultures

The Future of Global Advertising

Conclusion

Consumer Behavior Domains

Product Acquisition, Usage, and Ownership

Food and Beverages

Nondurable Household Products

Personal Care and Cosmetics

Clothing and Footwear

Household Appliances

Consumer Electronics and Personal Computers

Telecommunications

Luxury Articles

Cars

Leisure

Shopping and Buying Behavior

Complaining Behavior

Brand Loyalty

Adoption and Diffusion of Innovations

Predicting Market Development Across Cultures

Conclusion

GNI/Capita 2001 (US$) and Hofstede Country Scores for 64 Countries

Data Sources

Name Index

Subject Index

About the Author

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