Global Perspectives in Cross-Cultural and Cross-National Consumer Research

Lalita A. Manrai, Ajay K. Manrai

• Publisher: Routledge
• Year: 2012
• Topic: Business
• eBook ISBN:
  9781136588372
• Subtopic: Business General
• Index: Business

Global Perspectives in Cross-Cultural and Cross-National Consumer Research deals with several important issues crucial for greater understanding of international and cross-cultural consumer behavior. This understanding in turn can provide international marketers with valuable insights, such as conditions under which globalization may or may not work. The coverage in this book is interdisciplinary in nature, and the chapters discuss several constructs (intermediary variables, processes, and also other environmental influences) related to social, personal, and psychological components or consequences of culture.The book begins with a conceptual model of the effect of culture on consumer behavior, with the components and consequences of the cultural influences clearly identified in terms of social, personal, and psychological factors. The following chapters discuss general issues related to globalization and standardization, present conceptual approaches to propositions relating to multicultural contexts, and address consumer complaining behavior and responses to advertising. There are five chapters on empirical and methodological studies conducted in specific pairs of countries, with data obtained from Canada, Denmark, Japan, Germany, Poland, Romania, and the United States. In presenting readers with new information, Global Perspectives in Cross-Cultural and Cross-National Consumer Research spans these specific topics:

• the nature of cultural influence on consumer behavior
  
• globalization versus customization of international marketing strategy
  
• individualism versus collectivism
  
• right versus left symbolism
  
• product involvement
  
• consumer response to information technology
  
• interdependent versus independent cultures

The contributors are well-known scholars in the international/cross-cultural marketing field; their chapters present state-of-the-art developments in this area. The coverage of the material is interdisciplinary in nature and is likely to benefit a broad audience, especially academic researchers in international or cross-cultural consumer research and librarians of research-oriented schools, universities, or organizations.

Index

Page numbers followed by n. indicate note.

Advertising

buying proposals in, 188

of cigarettes, 26, 163

creative presentation in, 188

in European Union countries, 58-59, 61, 62

hyperreality of, 31

in Japan, 77

right-left symbolism in, 7, 19, 188-207

art associations of, 192

beliefs and behaviors associated with, 193-194, 195-196

cultural associations of, 192, 194, 201, 204, 205-206

dark/light associations of, 189-190, 191

exceptions to, 196

gender associations of, 190, 192, 193, 194, 196, 200-201, 203-204

implications for international advertising, 201-207

quality-of-life associations of, 189, 191

relationship to brain lateralization, 198, 200-201, 204

relationship to left-handedness, 197, 199-200, 206

relationship to right-handedness, 197-199, 206

relationship to traditional beliefs, 205-207

supernatural associations of, 190, 191-192, 193-194, 195

sexually-explicit, 7-8, 19, 211-228

of brand name products, 212

consumers’ message comprehension in, 212

cross-gender physical contact measures of, 215, 217-218, 220, 225

dress/undress measures of, 215, 217-218, 219, 220, 221, 224-225

“gratuitous,” 224

habituation effect in, 223

longitudinal changes in, 213, 215, 218, 222, 223-224

sex/gender roles in, 212, 214, 215

women as sexual objects in, 8, 213-214, 222, 225

standardization of, 7, 19, 187-188

on television, 58, 59, 61, 222, 224

African culture, right-left symbolism of, 189, 190, 191, 192, 194, 196

American Heritage Dictionary of the American Language, 189

Answering machines, German-U.S. ownership pattern comparison, 128, 129

Arab culture, right-left symbolism of, 190, 191, 192

Archetypes, of collective unconsciousness, 188

Armenians, 163...

Table of contents

• Cover Page
• Title Page
• Copyright Page
• About the Editors
• Contents
• Introduction
• Current Issues in the Cross-Cultural and Cross-National Consumer Research
• Hyperreality and Globalization: Culture in the Age of Ronald McDonald
• The Key to Successful Euromarketing: Standardization or Customization?
• Collectivism, Individualism and In-Group Membership: Implications for Consumer Complaining Behaviors in Multicultural Contexts
• An Investigation of Construct Validity and Generalizability of the Self-Concept: Self-Consciousness in Japan and the United States
• German and American Consumer Orientations to Information Technologies: Implications for Marketing and Public Policy
• Value Differences Between Polish and Romanian Consumers: A Caution Against Using a Regiocentric Marketing Orientation in Eastern Europe
• Measuring Values in International Settings: Are Respondents Thinking “Real” Life or “Ideal” Life?
• The Search for Universal Symbols: The Case of Right and Left
• Consumer Advertising in Germany and the United States: A Study of Sexual Explicitness and Cross-Gender Contact
• Reviewers
• Index