Consumer Behavior in the International Context

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Presentation transcript:

Consumer Behavior in the International Context Chapter 7 Consumer Behavior in the International Context

Psychological and Social Dimensions Perspectives on Consumer Behavior Motivation Learning Personality - Personality Traits - Hofstede's National Cultures - Clustering: Commonality and Diversity

Psychological and Social Dimensions Psychographics Perception - Formation of Perception - Country of Origin and Perceived Product Quality Attitude Social Class

Psychological and Social Dimensions Group Family Opinion Leadership Diffusion Process of Innovations

Factors PSYCHOLOGICAL FACTORS - unit of analysis = individual SOCIAL FACTORS - unit of analysis = group

Psychological Factors Motivation Learning Personality Psychographics Perception Attitude

Social Factors Social Class Group Family Opinion Leadership Diffusion Process of Innovations Culture Subculture

Hofstede’s National Culture Individualism vs. Collectivism Large vs. Small Power Distance Strong vs. Weak Uncertainty Avoidance Masculinity vs. Femininity

Country of Origin and Perceived Product Quality Factors Affecting Perception of Product Quality - Country of Assembly - Country of Design - Retailer's Image - Brand Name - Marketing Factors - Halo Effect vs. Product-Specific Effect

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