Consumer Behavior and Marketing Strategy
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Transcript Consumer Behavior and Marketing Strategy
CULTURE
What is culture?
Culture and subculture
How does culture manifest
itself?
How does it impact
marketing tasks?
NOT a universal
practice!
MKTG 371
CULTURE
Lars Perner, Instructor
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Definitions
Culture:
“That complex
whole which includes knowledge,
belief, art, morals, custom, and
any other capabilities and habits
acquired by man as a member of
society.”
Alternative definition: “Meanings that are
shared by most people in a group”
[at least to some extent]. (Adapted from Peter and
Olson, 1994)
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More Cultural Lessons...
Cologne ad featuring a man “attacked” by
women failed in Africa
Food demonstration did well in Chinese
stores but not in Korean ones--older women
were insulted by being “taught” by younger
representatives
Pauses in negotiations
Level of formality
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Cultural Lessons
Diet Coke is named Light Coke in Japan-dieting was not well regarded
Red circle trademark was unpopular in Asia due
to its resemblance of Japanese flag
Packaging of products is more important in
some countries than in U.S.
Advertisement featuring man and dog failed in
Africa--dogs were not seem as man’s best
friend
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Impact of Culture
Norms—ranges
of appropriate
behavior
Cultural
Values
Sanctions—
penalties
for violating
social norms
Consumption
Patterns
Text, p. 43
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The Whole vs. Parts
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Hofstede’s Cultural
Dimensions
Individualism (vs.
collectivism)
Power distance
Masculine vs. feminine
Strong vs. weak
uncertainty avoidance
Short vs. long term
orientation
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Based on interviews with
IBM executives throughout
the World--1980s
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Some Other Dimensions
Affectivity vs. affect neutrality—extent
to which emotion is expected to be
shown
Universalism vs. particularism
Ascription (identity) vs. achievement
(accomplishments)
Specificity (task orientation) vs.
diffuseness (relationship maintenance)
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Characteristics of Culture
Comprehensive
Acquired (learned)
Manifested in boundaries of
acceptable thought and behavior-norms and sanctions
Conscious awareness limited
(frequently taken for granted)
Dynamic vs. static
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A Comprehensive List of
Cultural Value Dimensions
Other-oriented values
Individual vs. collective
(Hofstede)
Youth vs. age
Extended vs. limited
family
Gender roles/power
Competitive vs.
cooperative
Diversity vs. uniformity
MKTG 371
Environment-oriented
values
Cleanliness
Performance/status
(Hofstede’s Power
Distance)
Tradition vs. change
Risk taking vs. security
Problem solving/fatalistic
Nature
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More Value Dimensions
Self-oriented
Active vs. passive
Sensual gratification/
abstinence
Material vs. nonmaterial
Instrumental
Terminal
Hard work vs. leisure
Religious vs. secular
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Language: Be Careful!
All Latin Americans (except
Brazilians) speak Spanish--don’t
they?
Slang--e.g., “Daughter hanged
for crimes in youth...”
Euphemisms
Non-verbal communication-what do gestures and tone
imply!
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Is this guy
playing real
“football?”
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Geography--Surprisingly
Impactful
U.S. and most Western European areas
are highly generally accessible
Compare to areas in the developing
World:
China
Russia
Latin America (even Mexico), Africa
Communication vs. shipping
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Climate and Topography:
The Case of Latin America
4,500 by 3,000 miles (at widest)
48% forests
West coast dominated by mountain ranges
5% of land arable
Natural barriers inhibiting growth
Large proportion of residents in cities; people
in rural areas often do not associate
themselves with countries
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China: Geography
Very rapid progress
on Shanghai
infrastructure
Rural villages are
difficult to access
Strong regional
differences even
within the country
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High vs. Low Context
Languages
How precisely does
language delineate what is
being said?
Language information
conveyors: Subjects,
objects, tense, gender,
singularity
Language richness (words
with meanings of different
shades)
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German
Latin
Great languages
for puns!
------- Spanish -------
------- French --------
English
Japanese
Chinese
Low
context
High
context
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Ambiguity: An Example
Hai--meanings:
Yes, I agree
Yes, I hear what you
are saying
(I hear you are saying
something)
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Chinese Language Examples
No “-ness” suffix to describe abstract
attributes (e.g., “coolness, gentleness”)
No word for “size”—use “big-small” of
feet for shoe size
No “whiteness” “white of swan”
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Some Issues in Culture
Time
Symbols
monochronic vs.
polychronic
meanings
colors
historical associations
Personal space
preferred distance
territoriality
interaction
with/ignoring people
in close proximity
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Friendship and
acquaintance
Agreements
Etiquette
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Eastern vs. Western Culture
Differences in
Values
Perceptions of
Objects
Reality
• Stability vs. change
• Control
Perceived roles
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Some Tendencies
Issue
Western Culture
Eastern Culture
Focus of attention
Objects
Environment
Composition of the
World
Objects
Substances
Controllability of
environment
More perceived control
Less perceived control
Perceived stability
More stable
More change
Organization of the
world
Categories
Relationships
Reasoning
Formal logic
Less use of formal logic
Resolution of
disagreement
Dialectic
“Middle way”
Source: Richard E. Nisbett, The Geography of Thought: How Asians and Westeners Think
Differently … and Why, New York, 2003, The Free Press
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More Tendencies
Westeners tend to rate themselves
More unique than average and what they are
“Above average” in ability
Easteners tend to rate themselves
Less unique than they really are
“Below average”
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Parenting
Western
Child given choices
In play, parent asks questions about objects
Eastern
Choices made for the child
Child reared to stay with mother most of the time
Parent asks questions about feelings
Feelings in disciplinary talks
“The farmer feels bad that you did not eat everything…”
“The toy is crying because you threw it.”
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Proverbs
Western: “The early bird gets the worm”
Eastern:
“The first bird in the flock gets shot”
“A nail that stands out will be hammered
down.”
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Values
Source: Richard E. Nisbett, The Geography of Thought: How Asians and
Westeners Think Differently … and Why, New York, 2003, The Free Press
Issue
Western Value
Eastern Value
Distinctiveness of
people
Want to be distinctive
Not valued; emphasis on
tie to group
Perceived control
Significant; values
determine choices
Modest—societal values
are already established
Emphasis
Success and
achievement;
relationships may get in
the way
Best outcome for
relevant group (e.g.,
family, work group)
Self-esteem
Strive to feel good;
assurances wanted
Tied to belonging with
group
Relationships
Equality or superior
position
Clearly defined;
hierarchical
Rules
Same rules apply to all
Depend on context and
relationship
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Some implications
Thanking people—for things they are
clearly supposed to do?
Why the need for a choice between 40
different brands of cereal?
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Socialization
Western textbook: “See Dick run. See
Dick play. See Dick run and play.”
Chinese: “Big brother takes care of little
brother. Big brother loves little brother.
Little brother loves big brother.”
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Perception of People
Western: People have characteristics
independent of the situation
Fundamental attribution error: People
attribute their own behavior to the
circumstances but that of others to innate
characteristics.
Eastern: Person is connected; behavior is
the result of specific roles played at the
time
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Contrasting Advertising
Perspectives (Aithison 2002)
Western
Asian
“Atomistic”—broken down
to smallest component
parts
“Unique selling
propositions”
“How to”
Positioning
May be “dull and boring”
“Copy focused”
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Holistic
“Everything relates to
everything else”
How things “fit together”
and “relate”
Visual and oral
Jim Aitchison, How Asia Advertises,
New York: Wiley, 2002.
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Advertising Content
Comparisons
American:
Individual benefit and pleasure (e.g., “Make
your way through the crowd)
Korean
Collective values (e.g., “We have a way of
bringing people together)
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“Priming” and learning in a
culture
U.S. professor in Hong Kong started
letter apologizing for his unworthiness
for the job
U.S. manager left room so that an
employee could “snoop” on unfavorable
report
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Lars Perner, Instructor
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Debate and Conflict
“The first person to raise his voice has
lost the argument.” (Chinese proverb)
Use of indirection and projection
Face-to-face vs. anonymous comments
Western adversarial “rule of law” based
on consistent universal ideals vs. solution
for the case at hand in context
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Relationships, Education, and
Work
Western
Standing out; being “better”
Self perceived favorably
Self-esteem building
Work longer on successful job
Eastern
Harmony
Must “weed out” personal characteristics that might annoy
others
Taught self-criticism
Not recognized in profession until after many years of practice
Work longer on unsuccessful job
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Some Writing Patterns
English
Straight to the
point;
conciseness
valued; theme
expressed
Romance
Detours are
expected to
maintain interest
and politeness
Judaic
Asian
Going in
circles to
avoid being
perceived
as overly
assertive or
causing loss
of face.
“But that’s
another story.”
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Considerations in
Approaching a Foreign Market
Level of cultural
homogeneity vs.
heterogeneity
Relatively homogenous:
Japan, parts of China,
Norway
Relatively heterogeneous:
U.S., parts of Mexico
Needs fulfilled by
product
Number of people who
can afford the product
MKTG 371
Values relevant to
purchase and
consumption of product
Distribution, political,
and legal structures
relevant to product
Communications
opportunities
Ethical issues
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