Cross-Cultural Consumer Behavior

An Article Review on Cross-Cultural Consumer Behavior

(Mooij, Marieke de ; Geert,Hofstede;, 2011)

By Abhishek M 1121420

Summary

The article speaks about the cultural relationships regarding with self personality an attitude & these are explained based on consumer behavior models, branding and advertizing strategies. The article explains the framework of the cross cultural consumer behavior and the components are explained in terms of consumer attributes and processes. The article speaks about Hofsteade’s Five dimensions of national culture, which are labeled as Power distance This dimension explains that less powerful members of the society thought the power is distributed unequally. Large power distance cultures, everyone has right, this concept is used for understanding role of global brands, Individualism/ Collectivism It is defined as people looking after themselves and their immediate family, and they look after them in exchange for loyalty, individualistic cultures are low context communication. Collectivistic cultures are high context communication cultures. In collectivistic cultures, relationship and trust is important between parties. The masculinity/ Felinity: The dominant value of masculine society is achievement; performance and achievement are highly valued. The dominant values in the feminine society are caring for others.

Uncertainty and avoidance It explains the extent to which people feel threatened, by uncertainty and try to avoid these situations, people with uncertainty, are less open to change and innovation. Long Vs Short term orientation: The values in long term orientation are delay in achieving long term success, ordinary relationships, the status & sense of shame, it implies investment in future. Short term orientation includes , personal studyness and stability, respect for tradition and pursuit of happiness. Consumer attributes: These attributes are explained with the self concept, the concepts of self and personality,...