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Cross-Cultural Consumer Behavior: A Review of Research ...

Journal of International Consumer Marketing, 23:181 192, 2011 Copyrightc 2011 Marieke de Mooij and Geert Hofstede BVISSN: 0896-1530 print / 1528-7068 onlineDOI: Consumer behavior : A Reviewof Research FindingsMariekedeMooijGeert aspects of Consumer behavior are culture-bound. This article reviews the culturalrelationships with the self, personality, and attitude, which are the basis of Consumer behavior modelsand branding and advertising strategies. The Hofstede model is used to explain variance. Other consumerbehavior aspects reviewed are motivation and emotions, cognitive processes such as abstract versusconcrete thinking, categorization and information processing, as well as Consumer behavior domainssuch as product ownership, decision making, and adoption and diffusion of innovations.

Marieke de Mooij and Geert Hofstede 183 success; the dominant values in a feminine society are caring for others and quality of life. In masculine societies, performance and

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Transcription of Cross-Cultural Consumer Behavior: A Review of Research ...

1 Journal of International Consumer Marketing, 23:181 192, 2011 Copyrightc 2011 Marieke de Mooij and Geert Hofstede BVISSN: 0896-1530 print / 1528-7068 onlineDOI: Consumer behavior : A Reviewof Research FindingsMariekedeMooijGeert aspects of Consumer behavior are culture-bound. This article reviews the culturalrelationships with the self, personality, and attitude, which are the basis of Consumer behavior modelsand branding and advertising strategies. The Hofstede model is used to explain variance. Other consumerbehavior aspects reviewed are motivation and emotions, cognitive processes such as abstract versusconcrete thinking, categorization and information processing, as well as Consumer behavior domainssuch as product ownership, decision making, and adoption and diffusion of innovations.

2 Implicationsfor global branding and advertising are , dimensions, personality, self, emotion, global branding, communicationINTRODUCTIONR ecent years have seen increased interest inthe influence of culture on Consumer behavioras well as increased Research . In this article wereview studies of the influence of culture that arerelevant to international marketing. We discussthe various areas of Research following the com-ponents of human behavior as structured in ourCross- cultural Consumer behavior Framework(figure 1), which was inspired by a conceptualmodel by Manrai and Manrai (1996).

3 In thisframework we structure the cultural componentsof the person in terms of Consumer attributesand processes, and the cultural components ofbehavior in terms of Consumer behavior do-mains. Income interferes. If there is no income,there is little or no consumption, so incomeis placed in a separate box. TheattributesofMarieke de Mooij is affiliated with Cross-Cultural Communications Consultancy, Burgh-Haamstede, theNetherlands. Geert Hofstede is affiliated with the Center for Economic Research at the University of Tilburg,Tilburg, the correspondence to Marieke de Mooij, PhD, Cross-Cultural Communications Consultancy,Westerenban 44, NL-4328 Burgh-Haamstede, the Netherlands.

4 E-mail: person refer to what people are (the who)and theprocessesrefer to what moves people(the how). The central question is Who am I? and in what terms people describe themselvesand others their personality traits and to the who are attitudes and lifestylebecause they are a central part of the people think, perceive, and what motivatesthem how the aspects of me process intobehavior are viewed as Research on Cross-Cultural consumerbehavior has used the Hofstede dimensionalmodel of national culture. Although the countryscores originally were produced in the early1970s, many replications of Hofstede s studyon different samples have proved that the coun-try ranking in his data is still valid.

5 In thesecond edition of his bookCulture s Conse-quences(2001), Hofstede shows more than 400181 Downloaded by [T&F Internal Users], [Rebecca Davis] at 06:42 01 August 2011 182 JOURNAL OF INTERNATIONAL Consumer MARKETINGFIGURE 1. Cross-Cultural Consumer behavior Framework (Adapted from Manrai and Manrai1996) Consumer behavior DomainsAttributes Who Processes How Social processesMotivation, EmotionGroup processes Mental processesCognition, learningLanguage, perceptionInformation processingCommunicationDecision makingPersonalitySelf-conceptIdentityIma geAttitudeLifestyleProduct ownership and usageAdoption/diffusion of innovationsComplaining behaviorBrand loyaltyResponses to advertisingMedia usageIncomeConsumerThe PersonValuesCulturesignificant correlations between his index scoresand data from other sources that validate data on product ownership and relatedbehavior (De Mooij 2004, 2010; Hofstede 2001)appear to correlate with Hofstede s dimen-sions.

6 Sometimes a configuration of two di-mensions explains differences in product usageor other consumption-related phenomena S FIVE DIMENSIONS OFNATIONAL CULTUREH ofstede found five dimensions of nationalculture labeled Power Distance, Individualism/Collectivism, Masculinity/Femininity, Uncer-tainty Avoidance, and Long-/Short-Term Orien-tation. In the description of the dimensions weinclude items that are most relevant to power distance dimension can be definedas the extent to which less powerful membersof a society accept and expect that power isdistributed unequally.

7 In large power distancecultures, everyone has his or her rightful placein a social hierarchy. The rightful place conceptis important for understanding the role of globalbrands. In large power distance cultures, one ssocial status must be clear so that others canshow proper respect. Global brands serve contrast individualism/collectivism canbe defined as people looking after themselvesand their immediate family only versus peoplebelonging to in-groups that look after them inexchange for loyalty. In individualistic cultures,one s identity is in the person.

8 People are I -conscious, and self-actualization is impor-tant. Individualistic cultures are universalistic,assuming their values are valid for the wholeworld. Universalism may explain why generallyindividualistic marketing managers focusmore on standardizing global marketing strategythan for example collectivistic Japanese do (Tay-lor and Okazaki 2006). Individualistic culturesare also low-context communication cultureswith explicit verbal communication. In col-lectivistic cultures, people are we identity is based on the social system towhich they belong, and preserving harmony andavoiding loss of face are important.

9 Collectivisticcultures are high-context communication cul-tures, with an indirect style of the sales process in individualistic cultures,parties want to get to the point fast, whereasin collectivistic cultures it is necessary to firstbuild a relationship and trust between difference is reflected in the differentroles of advertising: persuasion versus masculinity/femininity dimension canbe defined as follows: The dominant valuesin a masculine society are achievement andDownloaded by [T&F Internal Users], [Rebecca Davis] at 06:42 01 August 2011 Marieke de Mooij and Geert Hofstede183success; the dominant values in a femininesociety are caring for others and quality oflife.

10 In masculine societies, performance andachievement are highly valued; and achieve-ment must be demonstrated, so status brandsor products such as jewelry are important toshow one s success (De Mooij 2004, 247). Inmasculine cultures male and female roles aredifferentiated, whereas in feminine cultures rolesoverlap. In masculine cultures, household workis less shared between husband and wife than infeminine cultures. Men also do more householdshopping in the feminine cultures. Data fromEurostat (2002) show that low masculinityexplains 52% of variance1of the proportionof men who spend any time on shoppingactivities.


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