scholarly journals Cross-Cultural Models in International Advertising and Consumer Behavior Research

2021 ◽  
Author(s):  
Syed Hassan Raza ◽  
Bahtiar Mohamad ◽  
Diah Kristina
Keyword(s):  
Consumer Behavior ◽  
Cultural Models ◽  
Cross Cultural ◽  
International Advertising

Comparing dimensions of national culture for secondary analysis of consumer behavior data of different countries

2017 ◽  
Vol 34 (3) ◽  
pp. 444-456 ◽  
Author(s):  
Marieke de Mooij
Keyword(s):  
Consumer Behavior ◽  
Cultural Values ◽  
National Culture ◽  
Research Question ◽  
Cultural Models ◽  
Theoretical Background ◽  
Cultural Analysis ◽  
Cross Cultural ◽  
Content Type ◽  
Dimensional Models

Purpose The purpose of this paper is to find consumption-related similarities and differences between the three major dimensional models of national culture, to help researchers select specific models or dimensions for their cross-cultural studies. Design/methodology/approach First, a review of the theoretical background of cultural values and three models of national culture is provided: those by Hofstede, Schwartz and GLOBE. Then these models are compared through partial correlation analysis, controlling for GNP/capita of a set of 25 relevant consumer behavior-related data with country scores of 21 dimensions of the three dimensional models. Findings Of all models several dimensions explain differences in consumer behavior. Some dimensions explain values related to specific consumer behavior domains better than others. Only a few dimensions of different models do not show meaningful interesting relationships with consumer behavior issues. Dimensions with the same label do not explain similar differences. Practical implications Cross-cultural researchers can choose from the several cultural models, but selecting a model only based on descriptions of the contents of dimensions is difficult. The relationships of dimensions with concrete consumer behavior data found in this study facilitate choice. This analysis may help researchers who consider conducting cross-cultural analysis of consumer behavior data to select a specific model, or specific dimensions of different models that apply best to their research question. Originality/value This is the first study that compares the three major dimensional models with examples of consumer behavior-related items.

scholarly journals What Are Friends for in Russia Versus Canada?: An Approach for Documenting Cross-Cultural Differences

2021 ◽  
pp. 106939712110245
Author(s):  
Marina M. Doucerain ◽  
Andrew G. Ryder ◽  
Catherine E. Amiot
Keyword(s):  
Cultural Differences ◽  
Interpersonal Relationships ◽  
Factor Structure ◽  
Group Membership ◽  
Cultural Models ◽  
Cross Cultural ◽  
Cultural Group ◽  
Mental Maps ◽  
Cross Cultural Differences

Most research on friendship has been grounded in Western cultural worlds, a bias that needs to be addressed. To that end, we propose a methodological roadmap to translate linguistic/anthropological work into quantitative psychological cross-cultural investigations of friendship, and showcase its implementation in Russia and Canada. Adopting an intersubjective perspective on culture, we assessed cultural models of friendship in three inter-related ways: by (1) deriving people’s mental maps of close interpersonal relationships; (2) examining the factor structure of friendship; and (3) predicting cultural group membership from a given person’s friendship model. Two studies of Russians (Study 1, n = 89; Study 2a, n = 195; Study 2b, n = 232) and Canadians (Study 1, n = 89; Study 2a, n = 164; Study 2b, n = 199) implemented this approach. The notions of trust and help in adversity emerged as defining features of friendship in Russia but were less clearly present in Canada. Different friendship models seem to be prevalent in these two cultural worlds. The roadmap described in the current research documents these varying intersubjective representations, showcasing an approach that is portable across contexts (rather than limited to a specific cross-cultural contrast) and relies on well-established methods (i.e., easily accessible in many research contexts).

When the owl of Minerva flew at dusk: marketing in Greater Germany, 1918‐1939

2009 ◽  
Vol 21 (1) ◽  
pp. 92-104 ◽  
Author(s):  
Ronald A. Fullerton
Keyword(s):  
Consumer Behavior ◽  
Design Methodology ◽  
Cross Cultural ◽  
Economic Conditions ◽  
German Language ◽  
Economic Changes ◽  
Content Type ◽  
The World ◽  
Peripheral Position ◽  
The Usa

PurposeDuring the 1920s and into the 1930s, German‐language work on consumer behavior led the world; for example, segmentation was clearly discussed from the late 1920s. The purpose of this paper is to show how marketing thought in Germany and Austria reached a peak even as the environmental substructure that sustained it was being seriously eroded by political and economic changes that forever consigned it to a peripheral position upon the world stage.Design/methodology/approachThe design of the study is a critical historical one relying heavily upon documents produced during the period discussed. Statements are weighed and evaluated.FindingsThe paper finds that very impressive, at times world‐leading, work was being done in the 1920s and early 1930s, particularly in the areas of segmentation and what would later become known as consumer behavior. Much of what later became known as Motivation Research, or example, was pioneered in Germany and Austria before 1934.Research limitations/ implicationsThe primary implication is that a great deal of marketing thought developed outside the USA, sometimes drawing upon US marketing thought, in other cases developing completely independently. A second implication is that marketing thought can be weakened by political and economic conditions, as Germany and Austria painfully experienced.Originality/valueThis is the first study to explore historical German and Austrian marketing thought in a cross‐cultural manner, comparing and contrasting them with thought developed elsewhere.

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