EDJ1 Consumer Behavior: Converging or Diverging? Eugene D. Jaffe

EDJ2 Introduction n This Discussion Deals with the Question of Consumer Homogeneity across Cultures. n Eugene D. Jaffe, Professor, Graduate School of Business Administration, Bar-Ilan University, Israel.

EDJ3 Topics of Discussion n The Globalization of Markets Assumes that Consumers Needs will Converge. n If so, this will lead to Standardized Marketing Programs.

EDJ4 Cultural Values: Stability vs. Change n Parents vs.Children

EDJ5 IMPORTANT QUALITIES IN THE EDUCATION OF CHILDREN

EDJ6 IMPORTANT QUALITIES IN THE EDUCATION OF CHILDREN

EDJ7 VALUE CHOSEN AS MOST IMPORTANT

EDJ8 Hofstede’s Dimensions of National culture n Values of National Culture and Consumption Patterns. n Hofstede’s Dimensions n PDI, IDV, MAS, UAI

EDJ9

10 1 Strong Uncertainty Avoidance, Masculinity (Status) 2 Masculinity (Status) 3 New Cars x UAI; >2 cars x MAS, PDI 4 Low MASC, low UAI 5 Income, weak UAI, FEM