This article presents a framework that integrates and reinterprets current research in cross-cultural consumer behavior. Since workers are often consumers too, the purpose of this paper is to present Hofstede's work and to suggest that his ideas on work-related behaviors may be relevant to cross-cultural differences and similarities in consumptive behavior as well. Finally, a total of six different types of purchasing patterns have been identified, namely the ‘thoughtful decision’, the ‘sensitive to recommendation’, the ‘beneficiary, the ‘short thoughtful decision’, the ‘habitual decision’ and ‘multiple’ patterns. Journal of Consumer Psychology), charitable giving (Aaker, J. 181-192. A number of attempts have been made to combine these cultural differences across borders (e.g. Framework for Review. 45-69. 2019;Mathras et al. 0000022506 00000 n The test has been conducted on the data collected from consumers aged 60 years and over, with regard to three product purchases. It explains why some products sell well in certain regions or among specific groups, but not as well elsewhere. ), which has been shown in books and research reviews examining religion (Agarwala et al. The world economy is becoming increasingly cross‐cultural. A single equation analysis is based on a cross section of countries representing 90% of wine consumption in the world for the period 2003-2017. This article goes beyond mere description of cross-cultural differences in consumer behavior to address the roots of these differences, This article presents a framework that integrates and reinterprets current research in cross‐cultural consumer behavior. provides a practical road map that can enhance the interaction of the USA). The results show that the designers and users tend to perceive car innovation as being part of the incremental innovation category. Background: Nutrigenomics is an emerging science that studies the relationship between genes, diet and nutrients that can help prevent chronic disease. 3. Cross-cultural consumer behavior 45 An integrative framework for cross-cultural consumer behavior The SPSS software was used to analyse the descriptive statistics of intention to adopt nutrigenomics and the SmartPLS software was used to determine the predicting factors affecting their decisions to adopt nutrigenomics. 0000001829 00000 n Journal of International Consumer Marketing: Vol. The “un-contestable hegemony of consumer capitalism” (Gabriel & Lang, 2006, p. 2) as the prevailing ideology of our times locates it as the primary creator and driver of production, competition, innovation, value and, latterly, values. 0000035263 00000 n At any one time countries vary in their inelimitation to change, so that some countries are anxious for immediate changes and others are resistant to any changes in a given produ… 18 No. During the next decades, as marketers enter new international markets, an understanding of how culture influences consumer behavior will be crucial for both managers and consumer researchers. © The Author 2017. 0000022962 00000 n The article also attempts to integrate from an applied perspective two distinct traditions in the study of culture and consumer behavior: the anthropological approach and the cross-cultural psychology tradition. The evolutionary lens provides consumer researchers important benefits including the ability to identify novel research questions, and greater interdisciplinarity, methodological pluralism, theoretical parsimony, and consilience. The framework also serves to identify areas that need further research and can be used as a template for marketers seeking to understand their foreign consumers. This implies that product use, including use of utilitarian products, can become identity-based, as can both self-constructive and self-destructive choices. The commentaries apply the model to culture-contingent effects of power (Shavitt, S., Torelli, C. & Wong, J. The chapter reports on the results of a design experiment where 23 participants from three culturally and linguistically different groups completed the same design task. Besides purchasing decisions, culture also affects how consumers use the products they buy and how they dispose of them. Innovation plays an important role in product design development that would respond to the user’s needs. 5. The comparative analysis confirms that cognitive allocation is related to the production of information categories and spatial linguistic principles. Because the study of culture requires the cross-cultural equivalence of measurement, the second half of this chapter addresses in detail specifi c measurement issues and culturally based response biases likely to be of interest to consumer psychologists. O. Boachie-Mensah[a],*; Rosemond Boohene[a] [a] School of Business , University of Cape Coast Cape Coast, Ghana. The most significant differences in the purchasing patterns of the three national samples have been identified with regard to the process of purchasing a smartphone, while the most repetitive patterns have been identified with regard to the purchasing of a new product. During the next decades, as marketers enter new international markets, an understanding of how culture influences consumer behavior … 0000003683 00000 n 0000029503 00000 n This research develops fundamental knowledge about how different cultural and linguistic groups understand, communicate and undertake design. Culture and consumer behavior: Toward an understanding of cross-cultural consumer behavior in International Marketing. Over time, broader identities are more likely to be cued than more narrow ones, though any identity can be cued in the right circumstances. Propensity to change is a central construct in the theory. Managerial implications are discussed. perceived to enhance safety and protection, good health, and 0000004338 00000 n Cross-cultural consumer behavior 45 International Marketing Review, Vol. Income interferes. Characteristics of Culture in Consumer Behaviour. The methodology approach – Hofstede’s model of national culture and scientific studies belonging to cultural impacts on luxury consumers’ behavior – is applied to explore cross-cultural differences in luxury consumption behavior. Additionally, many of the other factors outside of environmental conditions and inborn demographic traits can stem from values (e.g., innovativeness, trust of others, beliefs about autonomy, comfort with ambiguity, living conditions, level of environmental concern and knowledge, etc. All figure content in this area was uploaded by Susan Forquer Gupta, All content in this area was uploaded by Susan Forquer Gupta on May 26, 2015, Several attempts have been made to develop integrative, who possess characteristics which are highly prized in a, embodiment of cultural values. (2009). Journal of Consumer Psychology). Cross-Cultural Consumer Behavior: A Review of Research Findings. The findings indicated that, in the US sample only, consumer ethnocentrism plays a mediating role, The authors extend research on dyadic decision making by examining how relationship partners influence consumer eating patterns. This research contributes to the consumer behavior literature by revealing the powerful influence of relationships on food consumption. Using samples from two countries (USA, n = 120 and Korea, n= 128), this study explored a path model centered on consumers’ reluctance to purchase foreign goods. Each of the major constructs in the theory is represented in Figure 28.2. the GLOBE study, Trompenaars’ cultural dimensions and Hall’s cultural dimensions). However, users’ perspective on innovation is influenced by the values that grow in a society. An on-site advertising experiment was conducted with 501 adult respondents in El Paso, Texas. Identity-based motivation: Constraints and opportunities in consumer research. Access scientific knowledge from anywhere. In that same year, the United Nations issued alarming statistics highlighting the influence of marketing on materialism and the fact that inequality in consumption was far wider than expected, severely undermining the environmental resource base. The main objective of this article is to investigate how national culture and sociopolitical environment influence the level of wine consumption in a representative panel of countries. The Bass new product growth model is used for cross-national analysis of diffusion processes of durable goods in four major Pacific Rim countries.